NFIB

The Right Salesperson
09/ 09/ 2002

by Vicki Gerson

When it comes to hiring a salesperson, how do you know you are hiring the right individual? You need a salesperson who will produce year after year, a great closer, someone skilled at cold calling. Every business owner wants a salesperson who is friendly and personable as well as aggressive and persistent, someone who can understand customers rather than simply qualify them.

But, there are other factors to consider. It's important to determine if the salesperson you plan to hire has these four characteristics.

Knowledgeable

No two customers are quite the same, and a salesperson needs to recognize and analyze each customer’s concerns and be able to articulate solutions. This means having a wide range of knowledge, from company and product information to an understanding of the psychology of consumer behavior.

Doesn't write off customers

A good salesperson will not be discouraged that the presentation he or she made six months earlier hasn't resulted in a closed deal, and will stay in contact with the potential customer. If the customer doesn’t hear from them, he or she might look elsewhere when it's time to buy.

Doubles as a consultant

A consultant finds answers to your customers' questions and spends time building stronger relationships with them. Your customers should trust your salespeople, and ideally come to view them as friends, not people who come through their door only to sell a product or service.

Forward-thinking

You don't want a salesperson who only sees how bad the economy is today, and is discouraged by lack of opportunities in the immediate future. You want a salesperson who looks to the future, sees potential and knows in time the economy will turn around.

Keep these characteristics in mind not only when you interview potential hires, but also when reviewing your current sales staff. If some of your salespeople are lacking in one or more area, you might want to encourage them to work on these attributes, as they'll result in better sales for them, and better customer relationships for the whole company.

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