20 Essential Traits Needed For All Sales Executives
It has long been my conviction that the dominant factor in
success is the set of mental habits possessed by the individual.
Of no vocation is this truer than that of the salesman. "As a
man thinketh . . ." applies to him in an all-important way. The
techniques and skills, methods of approach, demonstration and
closing are matters of demanding study and practice., These
things are cold, mechanical, wooden and ineffective except as
they are warmed, energized and implemented by the dynamics of a
positive personality. A positive personality is never found
apart from deep conviction, genuine belief in the fundamentals,
the "copybook virtues" known and honored by men and women of
character in all generations.
This conviction was strengthened in me some time ago when there
came to hand a report of a questionnaire circulated among the
members of a Sales Executives Club. These men and women are "top
brass" in the sales departments of big business. They have
responsibility for the distribution of their firm's product;
have in some cases hundreds, even thousands, of sales managers
and salesmen under their guidance and direction. The
recruitment, training and management of these forces are their
daily concern.
The question asked these sales executives was: What are the
qualities or traits of character you value most in salesmen?
This is the list they offered, the traits being stated in the
order of importance attached to them by these sales executives.
There is food for thought here. Note for instance that
"persuasiveness" is toward the end of the list. Most people
would list the art of persuasion as perhaps synonymous with
salesmanship but according to these sales executives there are
other more import traits, they are listed below.
Dependability was chosen as the most important.
Integrity was next. With this trait the salesman is incapable
either of being false to the trust his company places in him or
to the real interests of his customer.
Knowledge of product is one of the three fundamentals of success
in the field of selling.
Self Time-management Perhaps no vocation gives a man a greater
degree of latitude. He must be a good "boss" for himself and
exact a high degree of self-discipline for selling.
Work organization is efficiency in self-management. Much of a
salesman's time is wasted by the prospect. He must guard the
balance jealously and make every minute count.
Sincerity excludes falsification of every shade. It must be
real, few can "pretend" with success.
Initiative is the salesman's spark plug.
Industriousness is devotion to the job, never being unemployed
during work hours
Acceptance of responsibility for the car, for the sales
material, records, samples and above all for the company's good
name and the customer's good will.
Understanding of buyer motives this being another of the big
three fundamentals of selling.
Sales ethics No longer is the slogan "caveat emptor" (let the
buyer beware) but "caveat vendator" (let the seller beware).
Judgment is not inherited. It can be developed as a habit. Logic
is a subject that should be a "must" for sales people.
Care of health, mental, physical, spiritual, financial.
Courtesy is more than politeness. It is consideration for
others, deference to their opinions, their rank, their sex,
their age.
Determination is a dogged adherence to a carefully worked out
and settled program and purpose. The will to carry through.
Unwillingness to compromise with anything less than your best
performance.
Aggressiveness requires self-confidence and the language of
assurance in all interviews. It is pressure applied without
offensiveness.
Friendliness involves warmth of feeling, a positive type of
cordiality that does not involve back-slapping or wise-cracking.
Resourcefulness Wide knowledge, curiosity, retentive memory,
wide-awakeness. Quick thinking in the clinches.
Persuasiveness goes beyond the realm of reasoning, an appeal to
feelings, desires, and emotions.
Appreciation of selling as a profession and as the road to
personal success. Awareness of the fact that the field of
"distribution" offers more in money, satisfaction, opportunity
for service, and personal growth in all of the inner virtues and
faculties than any other calling, especially more than anything
in the field of "production."
Copyright