People think a salesperson’s job is just to make someone buy. A salesperson helps businesses sell their products/services to customers.
Reaching out to people, talking to them, understanding their needs, and showing them why their product is the right fit are what they do.
A great salesperson is like a friend who gives the best shopping advice… someone who listens, understands what you need, and suggests the perfect solution.
There are different types of salespeople, each with unique skills and approaches, depending on what and how they sell it.
Hiring the right salesperson can increase sales revenue, build customer trust, and grow your business.
But what makes a salesperson truly great? Talking well and understanding customers, solving problems, and consistently closing deals.
Here are 21 must-have qualities every business owner should look for in a salesperson.
Understanding the customer’s needs should be their priority.
A good salesperson is a good listener first.
Instead of jumping straight into a pitch, they pay attention to the customer’s needs, concerns, and pain points. Active listening allows them to recommend the best solution rather than just focusing on selling.
While hiring, give them a scenario and see if they can summarize the key points you just mentioned.
A salesperson needs excellent communication skills to explain products in a clear, engaging, and persuasive way.
Whether through calls, emails, or face-to-face interactions, they should convey confidence while making the customer feel comfortable.
You can check their communication skills by asking them to explain a complex product in 30 seconds.
A confident salesperson doesn’t hesitate when explaining a product or answering questions.
Customers trust salespeople who believe in what they sell. However, confidence should never turn into arrogance. Humility and empathy matter too.
While they talk to you in the interview, observe their tone, posture, and response under pressure.
A salesperson with empathy genuinely cares about their customers’ challenges and goals.
Instead of forcing a sale, they help buyers make the right decision. Even if that means telling them the product isn’t the right fit or solution to the customer’s problem.
You can know whether they are empathetic by doing this. Ask them to share a story where they prioritised a customer’s needs over making a sale.
A great salesperson understands their product inside out.
They can answer questions, compare features, and handle objections smoothly. The more product knowledge they have, the more trustworthy they appear.
Ask them to describe your product in three different ways [technical, simple, and persuasive].
Salespeople face rejection daily. That’s why being persistent is important as they show know how to handle objections.
A great one doesn’t take “no” personally but instead follows up, refines their pitch, and keeps going until they succeed. Persistence separates top performers from average salespeople. The best ones know how to turn “No” into “Yes”.
Ask about a time they faced repeated rejection but eventually closed the deal.
No two customers are the same, right?
A skilled salesperson can adjust their communication style, pitch, and approach based on the buyer’s personality and needs. Being adaptable makes them more effective in different sales situations.
Give them a scenario where they need to pitch to two different customer types.
Great salespeople don’t just work hard. They set clear goals and hit them.
They are driven by performance metrics and constantly seek ways to improve their results.
Ask them how they set and track their own sales goals.
Being goal-oriented creates a clear path to business growth. When every action aligns with your objectives, results become predictable.
If you want the framework to turn your goals into growth, this is for you!
Passion is contagious. A salesperson who truly loves what they do and believes in the product can inspire enthusiasm in customers.
Passion turns a routine sales pitch into an engaging conversation.
Observe their energy level when talking about a product.
Not every sale happens instantly. Some customers take time to decide. A good salesperson is patient enough to nurture leads, follow up without being pushy, and build a long-term relationship.
Ask how they handle hesitant customers who need time to decide.
Sales is a results-driven field. The best salespeople have a competitive mindset, always looking for ways to outperform their past performance and beat industry benchmarks.
Ask about a time they exceeded expectations or won a tough deal.
Being emotionally intelligent helps a salesperson sense customer hesitation, excitement, or doubt.
This quality allows them to adjust their approach and close more deals.
Ask: “Tell me about a time when you noticed a customer’s hesitation and turned the situation around.”
The best salespeople are naturally motivated to achieve their targets.
They push themselves to go beyond expectations and look for new opportunities.
Ask what motivates them the most in a sales career.
Sales isn’t a solo game. A great salesperson collaborates with marketing, customer service, and product teams to create the best experience for customers.
They know that teamwork leads to higher sales success.
Ask how they have worked with other teams to close a deal.
One of the best qualities or skills of a salesperson is asking great questions to understand customer needs deeply.
They also stay curious about industry trends, competitors, and new selling techniques.
Ask: “How do you stay updated on sales trends and customer insights?”
Sales require daily follow-ups, lead nurturing, and continuous prospecting. A disciplined salesperson follows up consistently and sticks to a structured sales process.
Ask how they plan their day and manage follow-ups.
Customers appreciate transparency. A great salesperson is honest about product limitations and focuses on building trust instead of making false promises. Ethical sales lead to long-term business growth.
Ask how they handled a situation where a product didn’t fully meet a customer’s expectations.
Sales can be tough. Optimistic salespeople don’t dwell on failures. Instead, they see every challenge as an opportunity to learn and improve.
Ask: “Tell me about a time when you faced repeated setbacks. How did you stay positive?”
Sales is more about solving a customer’s problem. The best salespeople tailor their solutions instead of using a one-size-fits-all approach.
Give them a common customer objection and see how they respond.
A great salesperson sells with energy, enthusiasm, and a smile. Excitement makes a product more appealing to customers.
See if they naturally express enthusiasm when talking about past sales experiences.
Resilient salespeople handle rejection, learn from mistakes, and keep moving forward. They don’t let failures define them but use them as stepping stones for success.
Ask: “How do you handle losing a big sale?”
I have already explained it before what you should ask to hire the right salesperson. But I would like to make it even simpler for you.
Here’s a quick checklist that will help you hire the right person for your sales team.
Ensure the candidate has key traits like confidence, active listening, persistence, adaptability, and strong communication skills to succeed in sales.
Ask them to pitch a random product (or your product) in 30 seconds. This helps evaluate their persuasiveness, clarity, and enthusiasm in a real-time scenario.
Review their previous sales experience, achievements, and targets met. A strong track record indicates consistency in delivering results.
Give them a common sales objection (e.g., “It’s too expensive”) and observe how they handle it. The best salespeople stay calm, confident, and solution-focused.
Salespeople who align with your company values and target audience are more likely to succeed. Ask: “What motivates you in sales?” to gauge their long-term drive.
A salesperson has many roles than just selling. Here are some of the key things they do to grow a business.
A good salesperson doesn’t just focus on selling but also on creating a great experience for the customer!
While some think movies can teach business better than books, I believe books are a treasure.
Entrepreneurship and business books are some of the most incredible resources for business owners.
These books are a must-read if you want to understand salespeople better and build a high-performing sales team.
Each one of these books provides valuable insights into sales psychology, persuasion, negotiation, and leadership.
Hope you found this useful!
Now that you know what to look for, go ahead and build a sales team that closes deals, wins hearts, and keeps customers coming back!
None can destroy iron, but its own rust can! Likewise, none can destroy a person, but their own mindset can.
Former chairperson of the Tata Group
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