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Before reviewing the six characteristics of successful salespeople, we need to talk about sales in general. Selling is an acquired skill, not a God-given talent. Salespeople are communicators, not manipulators.

For many people, their only sales experience has been with a pushy car or insurance salesperson. Such prejudices are commonplace and totally wrong. Just like some consumers may see all contractors as “tin-men” and “Bubbas” who take a customer’s money, it is unfair to assume salespeople are all jerks or pushy. Just like contracting, a few bad apples give the industry a bad name.

For contractors, I define selling as your ability to communicate your trade to solve customer problems and fulfill their needs. Have you ever bid a job you did not get? Sure. Have you ever bid a job you did not get and the customer ended up buying an inferior product or something totally different? It is not your customer’s responsibility to determine the difference between your estimate and the competition’s quotes. It is your responsibility to communicate the difference.

Sales strategies and personalities may vary, but top-notch salespeople share common skills and practices. Here are six common characteristics of successful salespeople.

1. Selling is a skill that requires listening, not talking. Many people think they cannot succeed at sales because they don’t have the gift of gab. In reality, excessive talkers rarely make high-performing salespeople. I would much rather train an introvert how to ask questions and gather information than try to teach a motor mouth how to shut up.

2. Successful salespeople follow up consistently and consider sales an ongoing relationship rather than a one-shot deal. Follow-up shows desire and lets the customer know you are organized and not a flash in the pan type of person. Professional salespeople realize the easiest sales are built around referrals and repeat customers. First-time sales always require more effort and energy. Building a clientele of happy customers is like having an annuity that pays dividends year after year.

3. Questioning is the foundation upon which all professional sales transactions are built. Asking open-ended questions to research customer issues allows you to build trust and solve customer problems.
Imagine you went to an artist to have your portrait painted. After several settings, the artist shows you the portrait and it is a picture of him. How would you feel? Too many contractors paint their portrait rather than the customer’s. They have done hundreds of jobs and it is all too easy to simply judge what you feel the customer needs.

Your goal is to ask questions and identify the customer’s needs. Once those needs are identified, you present a technical solution based on your expertise. Yes, you are the expert, but not everyone wants the same thing and not everyone understands their needs. Even if the customer did have the needs you identify, it does not mean they will see the value in what you offer. By gaining their buy-in and support, you will find that people are much more receptive to your solutions.

4. Consistently and clearly communicate a unique company story and position in the marketplace. Take a moment and try to communicate who your company is in four sentences or less. You will be amazed at how hard this is.