Four Attributes of Top Sales Pros

In the post "3 Qualities a Sales Rep MUST Have," I listed Empathy, Persuasiveness and Resilience as the personality traits required to rise to the top in sales. I also asked readers what other attributes were required -- and received a number of good responses. However, as I was editing them into this post, they reminded me of something that the sales guru Jerry Acuff told me. So I delved into my notes and retrieved Jerry's list of what customers want to see in sales pros -- before they forge a relationship with them.

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In the post "3 Qualities a Sales Rep MUST Have," I listed Empathy, Persuasiveness and Resilience as the personality traits required to rise to the top in sales. I also asked readers what other attributes were required -- and received a number of good responses. However, as I was editing them into this post, they reminded me of something that the sales guru Jerry Acuff told me. So I delved into my notes and retrieved Jerry's list of what customers want to see in sales pros -- before they forge a relationship with them.

According to Jerry, customers choose to have relationships with sales reps that exhibit four key attributes:

• Attribute #1: Professionalism. Customers want to do business with individuals who are serious about what they do, and willing to take the time to achieve a deep understanding of their craft. Action Item: Read the trade journals for your industry and hone your business acumen.
• Attribute #2: Integrity. If you say you're going to do something, then your customer knows it will be done. Integrity is also exhibited when you're willing to take a stand, even when it's unpopular with your customer or your company. Action Item: Don't become adversarial, but makes decisions based upon what you know is right.
• Attribute #3: Caring. People value relationships with people who care about them. However, while most people know how to exhibit this attribute in their personal lives, business culture in the United States does not always provide the same opportunities. Action Item: Show you care about your customers by really listening to what they have to day.
• Attribute #4: Knowledge. People respect people who have some kind of unique knowledge. This doesn't mean that you have to become an expert on everything, but it does mean you must have knowledge that is of value to the customer. Action Item: Be sure that you know your firm, your offerings, and your customer's firm and industry.