What Makes a Good Salesperson?


One of the first things you should do once you have organised your exhibition stand is choose your staff. This can make or break your ROI.

The right staff will build relationships, invite visitors over to your stand and generate leads. However, staffing your exhibition stand with the wrong team could mean you leave empty-handed.

What is the Role of a Salesperson?

The main responsibility of a salesperson is to increase sales. They need good communication skills, product knowledge and relationship management to be able to do this.

A typical day in the life of a salesperson would involve:

  • searching for and reaching out to potential customers
  • maintaining customer records
  • curating a sales pitch that sells a product
  • providing customer service
  • dealing with complaints

This role is pivotal in many businesses. However, there is some debate around whether natural sellers are born or made.

Are Natural Sellers Born or Made?

A great salesperson will be questioned on their skillset. Some people have it, while others simply don’t. People often put this down to having a natural talent, rather than a taught skill in this area.

The truth is… salespeople are made. Not born.

People spend years developing and practising the skills required to be a successful seller. Some people indeed possess a natural skill set that lends itself to this role.

But practice makes perfect and it’s by honing in on the qualities listed below that they have become a good salesperson.

20 Qualities a Good Salesperson Will Possess

Are you trying to work out who you should use to staff your exhibition stand? Or see if you possess the characteristics that would make you a good salesperson? If natural sellers are made, you may want to consider brushing up on some of these skills.

These are the qualities that a good salesperson will possess.

1.      Adaptability

They will be able to think on their feet and adjust to situations quickly.

2.      Communication Skills

They will be able to communicate effectively, both in person and via communication channels.

3.      Independence

A good salesperson will be able to manage their workload independently, using their initiative to increase sales and complete tasks.

4.      Competitiveness

A competitive streak will motivate them to push harder for sales, especially if your business operates in a saturated marketplace.

5.      Commitment

They won’t just want to increase sales; they’ll want to increase your sales. They’ll be committed to your business.

6.      Ability to Listen

A good salesperson will listen to your customers and adapt to any situation. They’ll possess good listening skills and mould their sales pitch accordingly.

7.      Persistence

They won’t lose hope. Prospects reject sales representatives every day. A good salesperson has the persistence necessary to try again.

8.      Charm

They will have a natural charm that resonates with people and helps them build relationships.

9.     Ambition

A good salesperson isn’t driven by money; they are driven by their ambition to sell. Their ambition aligns with the company values.

10.  Tenacity

They’ll have a firm grip on the situation, and the determination needed to see it through to the end.

11.  Multi-tasking Skills

Often, a salesperson will have to deal with multiple clients at once. They’ll possess good multi-tasking skills and be able to efficiently juggle these tasks.

12.  Imagination

A sales pitch is a story that sells your product or service. A good salesperson is a storyteller and they’ll have a good imagination.

13.  Networking Ability

They’ll have contacts, or know how to introduce themselves to relevant people in your industry.

14.  Resiliency

They’ll be proud of their ability to bounce back and keep going, even when things get tough.

15.  Passion

A good salesperson will believe in the product or service they are trying to sell.

16.  Understanding of Value

The passion will come from a good understanding of value. They will know everything about your product, including the problems that it solves.

17.  Empathy

Having dealt with many customer complaints, they’ll understand particular pain points. Empathy is necessary to build solid relationships and customer loyalty.

18.  Curiosity

They’ll be uncontrollably curious about the industry you operate. What do your competitors offer customers? How do they sell it? A good salesperson will know.

19.  Enthusiasm

They’ll be upbeat, cheery and enthusiastic all day every day.

20.  Honesty

Lies will always come back to bite. A good salesperson will never have to lie to close a deal. They’ll know the product inside out and be able to sell it on its value.

Different Types of Salespeople 

These are the qualities that all good salespeople possess. But if you have a sales team made up of people who demonstrate these qualities, how do you know who to choose to staff your booth?

There are five types of salespeople:

  1. Funnel-Based Seller
  2. Results-Based Seller
  3. Prayer-Based Seller
  4. Hand-Off Seller
  5. Laydown-Based Seller

Laydown-based sellers wait for the customer to come to them. Hand-off sellers send out hundreds of proposals but wait for the customer to decide if they want to make a purchase. Neither of these types of salespeople will be useful on your exhibition stand.

Funnel-based sellers, results-based sellers and prayer-based sellers will be assets to your exhibition stand.

Prayer-based sellers love meeting people. They measure success by the number of leads they have generated, but they never follow up. Results-based sellers only care about closing the deal. They forget to build or nurture relationships. Although neither of these types of salespeople sounds ideal for a trade show booth, working together ticks all of the boxes. This team will end the show having achieved a rewarding ROI.

The best type of salesperson to staff your exhibition stand is a funnel-based seller. These people are top-level sellers, excellent at networking, forming relationships, following-up and closing the deal.

Funnel-based sellers possess most of the 20 qualities listed above. They will stand out amongst your team and should be the people you use to staff your booth.

Why you Need a Salesperson on your Exhibition Stand

Think about your business. Who knows the most about your product or service offering? The chances are you said your sales team.

At an exhibition, your team need to be able to answer any question that crops up. Not only that, they need to entice visitors on to your stand and lay the foundations of a strong relationship.

Lastly, they need to be good at prospecting. Trade Shows attract thousands of visitors. Not all of those people will be interested in your product, but a lot of them will care about your freebies.

Qualifying a lead is as important as capturing the lead data. And there is no one better qualified to do this than your salesperson.

Key Takeaways

After reading this guide, you should be in a better position to choose the right people to staff your exhibition stand. You’ve identified characteristics that a good salesperson will possess. And you understand the difference between a laydown-based seller and a funnel-based seller.

Choosing the right salesperson to man your booth puts you on track to deliver a fantastic ROI at your next trade show. Knowing how to identify that person is the first step.

Now that you know how to do that, we can crack on with designing your custom modular exhibition stand. Get in touch with our design team for your free, no-obligation, design visuals and quote.


Written by Natalka Antoniuk