What is it that distinguishes a great salesperson from a good one? An outstanding performer from an average one? Based on 30 years’ experience developing and delivering sales training and coaching with hundreds of clients, I’ve identified the top traits that all highly successful salespeople have in common. I hope by sharing these traits with you here, you’ll discover how to go from a good to a great salesperson who stands out from the competition.
1. They have high levels of emotional intelligence
One of the main attributes of a great salesperson is their ability to harness their EQ to make it easier for the other person to say “yes”. By recognising and respecting different communication styles, you’ll understand how to flex your own style accordingly so you always engage effectively.
2. They ask clever questions
Being curious and asking the right questions allows you to understand them on an emotional and commercial level. By tuning into their needs and exploring their pain-points and challenges, you can understand how best to tailor your story. This is much easy said that done.
3. They listen carefully
The most successful salespeople understand that listening is a skill that takes practice. It’s vital to remember that listening is an active process, so stay present and focused and you’ll gain a greater understanding of what really motivates them.
4. They build strong relationships
The secret to building a strong relationship is to create a balanced playing field. If both parties feel they are talking on equal terms, it’s far easier to achieve a mutually rewarding outcome. By appreciating each other’s objectives and challenges, you are more likely to forge a lasting relationship.
5. They tailor the story
Once you understand your customer’s challenges, your goal is to tailor the story to meet their needs. Great salespeople prepare thoroughly so they can ‘sell’ all the specific aspects of the ‘ask’ and back it up with evidence and proof points. By taking the time to set the scene and be specific about what you ask for, you are far more likely to get buy in.
6. They close with confidence
Confidence is without doubt one of the key traits of all great salespeople. It plays an important role throughout the selling process but never more so that when it comes to closing the sale. At this point it’s time to flush out the ‘maybes’ but not to oversell. Close with confidence by agreeing easy next steps such as “I’ll get the contract over to you” or “let’s put a date in the diary for the next meeting”.
7. They keep persevering
Finally, great salespeople recognise that rejection comes with the territory, so be resilient and keep persevering! Adopt a winning mindset by dialling up your optimism and seeking out new opportunities.
Taking practical steps to develop these top traits will help you kickstart your sales in the final quarter of the year and enable you to lay strong foundations for a successful 2026.
