Charisma Wanted

Successful Sales career comes from being honest, ready to serve and caring

For some local business owners and sales managers, that’s the type of employees they prefer.  Because, when it comes to personality, they say, certain personality characteristics just seem to work well in the sales world.

“You’ve got to be energetic, loyal and honest,” says Mark Morris, co-owner of tire retail and commercial business Tires First.

For Ed Gaffney, president of Automated Door Ways, Inc., being inquisitive is also part of a sales personality.

“It’s someone who’s not afraid to ask for something – to ask for the order, to ask how they can help,” Gaffney says.

While people who don’t have the aforementioned personality may still be able to work in sales, they say, those with a sales personality may be more likely to succeed.

The right personality.

Henry Holt – local sales manager for radio station Magic 98.3 – says he considers being friendly and charismatic as marks of a good salesperson.

“If you’re not caring and you don’t have people as a major component of your personality, you’re probably going to miss a whole lot of opportunities,” Holt says.

Being assertive works well, too.

“Aggressiveness, a lot of time, creates conflicts.  Assertiveness creates involvement,” he says, “You’re going to involve folks.  You’re going to be persuasive with them.”

      That requires atten-tiveness, says Don Riley, president and owner of Riley Heating and Air Conditioning in Phenix City.

      “You have to listen to what the customer wants.”

      And if the prospect doesn’t end up doing business with you?

      Gaffney says a good salesperson is not overly sensitive in that situation.  In sales, rejection can be a common occurrence.

      “If you’re told no, it’s part of the job and you move on,” Gaffney says.  “Lots of people can’t handle that rejection.”

Is it necessary?

      A number of salespeople say having a sales personality may not be necessary for the job.

Morrison says that all depends on what kind of product or service you are selling.  AT some retail establishments, customers might buy regardless of the salespersons personality.

But at Tires First, Morrison says a sales personality is an important component because they usually have to educate customers about needs.

Gaffney says it’s possible to be laid-back and reserved and be in sales – but that combination might prove to be difficult.  He prefers energetic, self-motivated people.

“When I hire a salesperson, it’s someone who is constantly moving and thinking and working,” he says.

Someone with a sales personality may simply be able to bring in more sales.

“You’re going to captivate and seize opportunities,” Holt says.  “Sales is competitive.  AT any given moment, we (must grab opportunities).  If you’re reserved and laid-back, you’re going to miss some opportunities to engage people.”

      Personality is not the only determining factor of sales success, however.  Knowing the product will help too, Morrison says.

      “I guess with the Internet now, people can look up a lot of things,” Riley says.  “But you still need to know that product to be able to talk to your customer.”