Qualities of a Successful Salesman
Qualities of a Successful salesman
To be a successful, a salesman must possess several qualities of head and Heart. However, it is difficult to give a universal or exhaustive list of such qualities or traits because different situations require different qualities. A person may make a good salesman in one line of business and may fail in another line. Nevertheless, the qualities which are commonly found among effective salesmen are described under the following heads.
1. Physical Attributes : A successful salesman must have sound health and pleasing personality. His job is arduous and his physique should be sturdy, free from disease and disability of all types. He should have capacity for hard work, a good stamina and sufficient tolerance. Good personality consists of several attributes such as neat appearance, refined tastes, good habits, clear voice, etc. A pleasing and charming personality boosts self-confidence and morale. Only a well-groomed and cheerful salesman can create a good impression on the customers.
The Chinese proverb "one who runs a store must have a smiling face" indicates the significance of personality for a successful salesman.
Following are the physical qualities of a successful salesman :
(i) Personality : Personality is a composite of various characteristics of a person—personal appearance, habits, manners, way of dressing and addressing, posture, voice, etc.
(ii) Sound health : A salesman should have sound health, i.e., he should be free from physical handicaps like stammering, limping, etc. He should be mentally sound also.
(iii) Stamina : He should possess good stamina to work hard continuously, i.e., he should not get exhausted quickly and easily.
2. Mental Attributes : A successful salesman must have a high degree of intelligence, initiative and foresight. He needs to be intelligent and imaginative enough to understand the customer quickly and to read his mind accurately. Balanced judgement, self-confidence, poise, tact and patience are needed to handle the customer according to the requirements of the situation. An successful salesman also needs to have presence of mind and good common sense. He requires initiative to make additional sale and to win permanent customers. Sharp memory is necessary to recognize the customer and to recollect his needs and wants. Following are the mental qualities of a successful salesman.
(i) Alertness : He should be alert while dealing with the customers. He should satisfactorily remove all doubts raised by them. He should be able to counter objections and remove apprehensions of customers.
(ii) Presence of mind : He should be quick to grasp the situation and handle it according to the needs of the time.
(iii) Imaginative and tactful: He should be able to tackle a customer who is quite unresponsive silent and undecided. He should be of a persuasive and convincing nature.
(iv) Initiative ; Initiative is needed in prospecting, approaching and convincing the buyers even without prior direction. Initiative is also needed in promoting a harmonious relationship with the buyers by communicating their reactions and suggestions to the management.
(v) Sharp memory : He should have the capacity to recognize his customers, recall his interviews and recollect their specific requirements and suggestions.
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