The Conduct of the Professional Salesperson

Pepe Villacís - 28 de febrero, 2017

Marketing Sales

During my 12 years as a Business Coach, and specifically in the segment of coaching sales managers and sales teams, I have always asked myself the same question: what is it that makes excellent salespeople perform better and outperform others?

 Some of the conclusions, so far, regarding what really distinguishes sales professionals are as follows:

  1. They passionately create and maintain an active referral network. Delighted customers become active promoters of a brand, a product, a service, a partner, a team or a company.
  2. The ability to create together with the customer a clear business case and value propositions, even when selling raw materials. Sales professionals work with customers, not for them.
  3. A style and methodology adapted to the buyer's level of maturity in terms of purchase and acquisition. The excellent salesperson will motivate and support the buyer to achieve his or her objectives and, in doing so, will intensify and reinforce the level of cooperation and true partnership. A professional especially excels at identifying the needs of all stakeholders, and continually adapts his or her methodology to seamlessly connect expectations and needs.
  4. The ability to turn a "no" into a "yes" that means business. Good salespeople are those who win large contracts, excel in account management, or simply deliver what their brand promises - that is, those who do what is expected of them. In contrast, excellent salespeople create positive emotional responses to the solutions being offered. They have the ability to "nudge" the customer, without manipulation, in a direction they did not initially want to go.
  5. The ability to ask questions and discuss issues in a positive and constructive manner. Sales people like to ask questions that raise "problems" or uncover "pains", but forget that such questions are often self-oriented and provoke negative feelings, such as "who is responsible for this?". In no way do they help the sales rep become a trusted advisor. The same "problem" issues can be addressed and expressed in a much more positive and solution-focused way.
  6. Last, and not least, the four keys that work together:
  • Solid decisions about whether an investment is viable or not viable.
  • Disciplined use of best practice processes and methodologies.
  • Unwavering persistence.
  • Genuine curiosity and motivation to learn.

Profile of an Excellent Professional Salesperson


The profile of a good salesperson is composed of a series of characteristics of the person's personality and values, in addition to knowledge.
  • Optimism.
  • Perseverance.
  • Empathy.
  • Self-confidence.
  • Honesty.
  • Punctuality.
  • Listening skills.
  • Organization.
  • Ease of communication.
  • Knowledge.


Other important aspects to be a good salesperson:

Have an excellent presence. This does not mean wearing a suit and tie or a blouse and skirt, but rather that the salesperson must adapt his or her attire to the profile of his or her clients.
A good salesperson must be observant and responsive. In his day-to-day work, he will constantly have to adapt to different situations.
The profile of a good salesperson fits a person with good communication skills, interaction with people, learning ability, and great self-discipline.
What actions will you take in your business and in your life, in this sense?

Por Pepe Villacís

Pepe Villacís

Bachelor´s Degree in Accounting and Auditing. Master in Business (obtained in Arizona USA). Personal Coach, certified by CoachVille Spain. Business Coach, Management Coach and Coach of Coaches of ActionCoach Mexico.