What are the characteristics of a great salesperson? Are there specific talents or personality traits one should look for when hiring a salesperson? My company wanted answers to those questions. We hired a consulting group to get them.

The consultants first identified the top five of our 60+ sales staff. The salespeople were interviewed and asked to talk about how they performed various tasks like scheduling appointments, following up, and closing a sale. They also took some personality tests.

Our top salespeople had many traits in common. They all gave the company and our products high marks. All of them were hardworking and enthusiastic. All had great people skills. They were masters of establishing rapport, maintaining relationships, handling objections, and negotiating a deal. They all had strong communication skills.

The big surprise came when we looked at how these salespeople kept themselves motivated and what made them exceptional instead of just good.

Our top salespeople fell into two categories: Hit-the-Mark Producers and Evangelists.

Hit-the-Mark Producers

Two of the five fell into this category. Hit-the-Mark Producers were focused and steady. They knew what they had to do and did it very well. They honed their skills and constantly looked for ways to work smarter and more effectively.  These people could sell almost any product or service.

Hit-the-Mark Producers were motivated by excellent pay resulting from their hard work. They enjoyed the freedom and control their positions allowed. They were invariably focused and responsive, regardless of the product or service being sold. They believed that smart work done well and consistently will invariably lead to success.

Evangelists

The remaining three were evangelists. These people got up in the morning because they had a “fire in the belly” that came from a belief in what they were selling. Their energy was fueled by a passion that made them virtually unstoppable. Customers picked up on that enthusiasm and were quick to take meetings with these salespeople. These customers often became our strongest supporters.

Our Evangelists presented the company with a double-edged sword. When they were fired with passion, they could produce amazing results. They often outsold Hit-the-Mark Producers who had more training and stronger skills. The danger came when Evangelists lost confidence in the company or our products. When that happened, they often deflated. Their energy dropped sharply as did their ability to engage with customers and to convince them to make the buying decision.

Room for Both

The consultants showed us that Hit-the-Mark Producers and Evangelists could both be highly effective salespeople.

Our top performers understood how to motivate themselves. They focused on their strengths. Hit-the-Mark Producers scheduled their work effectively and efficiently. They used rhythm and consistency to carry them through. Evangelists constantly looked for the benefits and strengths of our products and company. They used belief and enthusiasm to keep going even during difficult times.

As managers who wanted to maximize the output of our sales force, we learned several things: There is no substitute for great products and services. Integrity and consistently delivering on your promises, to your employees as well as your customers, is an important motivator. Top salespeople can come from anywhere. The key for management is to recognize and nourish individual needs and abilities even as they set standards of performance that are consistent and appropriate for all.

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