Six Attributes Of Great Sales Professionals

Brian McKittrick is the bestselling author of “It Ain’t Rocket Surgery” and Founder of Insurance of Texas.

In sales and business, we call the most effective salespeople a “CLOSER.”

Sales can be a position that experiences the highest of highs and the lowest of lows. Many people have theories about how the best salesperson outperforms their peers. But I believe that no matter what the salesperson’s individual style is, there are attributes all great salespeople share. The good news is that it is possible to develop these characteristics and skills through training, study and hard effort.

In my experience as a sales professional and leader, there are a few qualities common to great sales professionals.

• C: Confidence

• L: Likability

• O: Optimism

• S: Steadiness

• E: Enthusiasm

• R: Reliability


When it comes to sales, confidence is key. Customers want to buy from someone who believes in what they’re selling and who is passionate about the product or service. Confidence is rooted in the belief in who they are, belief in their product or service and their ability to sell it. If a salesperson is not confident in what you’re offering, it will be difficult to close a sale. Instead of coming across as needy or desperate, confidence will make them seem like an expert with whom it is worth doing business.

Confidence can also help build relationships with potential customers. People are more likely to work with someone they trust and believe is knowledgeable about the product or service. By showing confidence in what one is selling, they’ll be more likely to build long-lasting relationships with customers.

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When members of a sales team are able to operate in a confident manner, organizations can see better close rates, higher ticket transactions and a boost in morale.


Likability is important to be successful in sales because it enables sales pros to establish trust and credibility with potential buyers. When people like a salesperson, they are more likely to believe what the salesperson has to say, and the prospects are also more likely to be willing to do business with the company.

In order to become more likable, it’s important to be authentic. Don’t try too hard to be someone you’re not. Just be yourself, and let your personality shine through. Be friendly, outgoing and positive, and always treat others with respect. Take your time building relationships, and listen more than you talk. When people feel like they know and understand you, they will be more likely to find you likable.


Optimism is absolutely essential for sales success. When it comes to sales-to-client relationships, people tend to be more drawn to others who display positive energy and enthusiasm. When you’re optimistic, it shows in your demeanor and makes you more engaging.

Optimism also gives you the courage to face rejection. Optimistic people are more likely to see opportunities where others see problems. Therefore, they are also more likely to brush off failures and keep trying until they eventually succeed.

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The ups and downs of the sales cycle can be discouraging, but it is paramount for sales pros to maintain steadiness to be successful. The key is to keep an eye on the long-term goal and not get discouraged by short-term setbacks.

It is also important to remember that the sales cycle is not always linear. There will be times when the salesperson will have to put in more effort to make a sale than usual, but by staying consistent, a true sales pro will see success. A steady effort is what separates successful salespeople from the rest. It’s what allows them to overcome obstacles and close deals that others can’t.

So to be successful in sales, don’t give up, don’t get discouraged and keep putting in the effort. Eventually, you will see the results of your steady work.


I’ve heard it said, “Sales is a transfer of enthusiasm.” Great sales pros are enthusiastic about the deal. Enthusiasm creates a positive attitude, which is contagious and helps build rapport with potential customers. If the salesperson is able to show they are passionate about what they’re selling, it can be convincing to prospects who are undecided about making a purchase.

For building lasting client relationships, enthusiasm is simply fun, and customers will remember a salesperson who made the experience enjoyable. This can lead to referrals as well.

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The best salespeople are those who are reliable. When a customer knows they can count on you to be there when you say you will, to have the answers to their questions and to follow through on what you promise, it builds trust.

Being reliable also means being consistent in your actions. This means doing what you say you’re going to do, meeting deadlines and following through on commitments. Customers appreciate knowing they can count on you to be dependable. When they know they can rely on you, it makes them more likely to buy from you and more likely to recommend your services to their associates.

What The Sales Leader Can Do

Building great sales teams starts with proper training in the company’s offer, presenting the offer and delivering the executables. Dial in your training, elevate the quality of the content and reward positive behaviors. You will see your sales groups building confidence, optimism and enthusiasm. By developing these attributes, the sales team will raise their enthusiasm and likability and prospects like dealing with confident and enthusiastic salespeople.

Keep in mind that there will be challenges. Sales leaders must remain steady and enthusiastic and keep the team focused. Remember, it’s not as hard as you’re probably making it.

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