I’ve been recruiting sales professionals for 30+ years and over this period have interviewed thousands upon thousands of candidates (The Good, The Bad and The Ugly) who have shaped my views below.
Sales is often misunderstood. Popular culture often paints the salesperson as pushy, persuasive, and fast-talking. In reality, the qualities that drive long-term success in sales look very different. While every business depends on revenue to survive, how that revenue is generated matters just as much as how much is generated.
The difference between a good salesperson and a bad one is not charm, volume, or clever tactics. It is mindset.
What Makes a Good Salesperson?
1. They Listen More Than They Speak
The most effective sales professionals are not dominant talkers, they are skilled listeners. They ask thoughtful questions, pay attention to the answers, and seek to understand the customer’s real challenges before offering solutions.
When customers feel heard, trust begins to form. And trust is the foundation of every sustainable business relationship.
2. They Focus on Solving Problems
Strong salespeople understand that customers are not buying products or services for their own sake. They are buying outcomes - growth, efficiency, confidence, savings, or peace of mind.
Instead of listing features, good sales professionals focus on results & benefits. They frame conversations around value and impact. Their goal is not simply to make a sale, but to provide a solution that genuinely improves the customer’s situation.
When selling becomes solving, resistance naturally decreases.
3. They Build Trust, Not Pressure
Short-term pressure tactics can produce occasional wins, but they rarely create lasting success. The best sales professionals prioritise long-term relationships over immediate transactions.
They are transparent about what their offering can and cannot do. They set realistic expectations and avoid exaggeration. Rather than forcing urgency, they educate and guide customers toward informed decisions.
In a marketplace where reviews, referrals, and reputation matter more than ever, credibility is invaluable.
4. They Are Resilient
Rejection is inevitable in sales. Successful professionals understand that a “no” is often about timing, budget, or priorities, not personal failure.
Instead of becoming discouraged, they learn from each interaction. They refine their approach, maintain a positive attitude, and stay consistent. Resilience is often the quiet advantage that separates high performers from the rest.
What Makes a Bad Salesperson?
Poor sales behaviour is usually the opposite of everything above.
Bad salespeople talk excessively and listen poorly. They focus on closing the deal instead of understanding the need. They push products rather than diagnosing problems.
They may rely on artificial urgency, exaggerated claims, or scripted responses that ignore genuine concerns. While these tactics might occasionally secure a quick sale, they undermine trust and damage long-term relationships.
Perhaps most importantly, they think short-term. They focus on commission instead of value. And when rejection happens, they take it personally or assign blame rather than seeking improvement.
The Bottom Line
Sales is not about manipulation, it is about service. The most effective sales professionals see themselves as advisors. They aim to align what they offer with what the customer truly needs.
The bad salesperson asks, “How can I close this?”
The good salesperson asks, “How can I help?”
That shift in perspective is subtle, but it makes all the difference, not only in revenue, but in reputation and sustainable success.
Carl - 07766552676