The salesman’s personality is sold before the product

Generally a product is introduced by the salesman to the buyer. He introduces the product, explains the details of the products, provides descriptions of the product to the buyer, demonstrates about it, explains the usage of it. So in a way, a product is introduced to a customer by the salesman even before the buyer has actually experienced it. So the sales person plays the most vital role about creating the image of the product in-front the customer.

But though the sales man is selling a product, before the product, it is the salesperson himself who creates his own image in-front of the buyer. A buyer buys a product, when the sales person can present himself as a trust worthy person.Because a buyer buys a product only if he trusts the salesperson. So it is very important for a salesperson to be trustworthy, dependable, truthful and sincere.

Creating the first impression - Now a buyer starts judging a salesperson since he receives a call from the salesperson. The buyers starts creating a perception or image since he receives the call from the salesperson for an appointment. The way the salesperson speaks over the phone matters. The way he introduces himself and his company - matters. In sales training salespeople are trained on how to create his own elevator speech so that the listeners find it interesting to listen to him and find it interesting talk to him. Once the sales person is able to make his impression over the phone and is able to get an appointment, it is time for him to act. Act as per his words and keep up to the expectations of the buyer. The first thing that is important is to maintain the time. Every good salesperson, reaches for the meeting on or before the time of the appointment. When a buyer finds the salesperson is keeping his words, he starts creating the positive image about the salesperson. It might not have any relation about the product, but it is highly important to create the image of the salesperson and ultimately makes the selling process easier.

Knowledge on his subject - Once a positive image is created, now the buyer starts interacting with the salesperson. At this stage, the salesperson is judged on his subject knowledge. He should know about his own company back ground, his product, the competitors product, about the competitor company and all the related information associated with his topic. Many a times salespeople feel they should have knowledge of all the subjects, but the fact is, every body understands that no body can be a master in everything. So instead of being the jack of all trade, he should be the master of his own subject. So if there is a topic of discussion which is not of his own core area, it is ok to be silent or say I do not know much about this subject. But when the topic of discussion is on his subject matter, he should not be a dumb. Many a times salespeople visits to the customer and says instead of answering the buyers questions himself, he gives a call to his colleague or senior and ask the customer speak to him directly. This is harmful as the customer feels there is someone who is more knowledgeable and it is better to talk to him rather than the person in-front of him. Of-course the salesperson should never lie about his product or unnecessary inflate it. During the initial days of career, if the salesperson does not have any answer to some question, he should rather say to the customer I would get back to you with the answer and he must gets back. If the salesperson get back, it shows that he is a sincere person. But ideally the salesperson should gather or the relevant knowledge as soon as possible. He should become the expert as soon as possible. Because at a later stage, once he is experienced enough, no body would allow him to get back to someone else.

Confidence and conviction - The third factor which is very important for a salesperson is his confidence. The way he speaks, the firmness in his voice, the body language - all these shows how confident he is. Now when I say confidence, it is not the confidence of his personality but his confidence on his product and the company. Once he is confident about the product he is selling, it develops conviction in himself. Once a salesperson starts believing his product and explains it with conviction, the confidence is easily portrayed. It becomes visible. Ultimately the confidence is easily transferred to the buyer. The buyer also starts gaining confidence on the product and the chances of him buying the product increases. Every organization should ensure that their sales force has full confidence in their product. The sales force should have no doubt in their product and on the back ground of the company.

Now before any product is sold, the above mentioned three qualities of a salespersons plays a vital role in the selling process. These are the beginning. Once the beginning is correct then there is lesser objections and smoother sales closing. So the personality of the salesperson is sold even before the product is sold.