Salespeople are often considered as being dishonest because they strive to sell the product at any cost, no matter the quality. However, the dignity of people does not depend on the sphere of their professional activity. Dishonest people can be seen in any profession, and salespeople are no exception. To be a successful salesman, the person needs particular character traits, for example, creativity, persuasiveness, and decisiveness (Agnihotri et al., 2017). Some people believe that ability to make successful selling is a talent, but the personality characteristics mentioned above, if correctly leveraged, can be developed by everyone. The person can learn the particular behavior patterns and use them when selling. The experience and mistakes analysis can make everyone a good salesman regardless of the personality.
Another feature of a successful salesperson’s personality is the ability to consider the cultural peculiarities of the customer. For instance, when selling in Canada, sales representatives consider such factors as Canadians’ speech informality, punctuality, eco-friendliness, political correctness, and others. Therefore, to succeed in selling to Canadian customers, the salespeople should adjust their behavior to respect the culture and ethnic peculiarities and prove themselves as decent representatives of multicultural organizations.
There is a widespread opinion that a good salesperson can sell everything to everyone. That is genuinely true because these people are taught to analyze customers’ needs and adjust the goods’ characteristics to force the client to buy the product. Researchers believe that salesperson behavior can influence the customers’ decisions (Doshmanziari et al., 2018). However, not every salesperson will strive to sell the product the customer does not need because it can hurt customer perception, which is crucial for improving sales.
Thus, an organization can use the customers’ perception, defined as the client’s attitudes toward a company, to increase sales and efficiency. The customer experience analysis can help organizations determine which services can be improved and which innovations or changes will enhance the clients’ satisfaction. Therefore, some new technologies or selling strategies can be implemented to make the customers’ experience more diverse and fascinating.
References
Agnihotri, R., Kalra, A., Krush, M., & Macintosh, G. (2017). Salesperson networking behaviors and creativity: Exploring an unconventional relationship. Marketing Management Journal, 27(1), 31–47.
Doshmanziari, E., Emaratkar, M., & Ziaei, M. (2018). Studying the effect of salespersons’ characteristics and relational selling behavior on customers loyalty.Asian Journal of Management Sciences & Education, 7(1), 94–105.