A good and a successful salesman should possess the following qualities :
(i) Physical qualities: A salesman must have a sound health. He should be physically and mentally fit for the hard work. Good grooming, appropriate dress and a good posture creates a good impression. A salesman must always have a cheerful smile on his face.
(ii) Mental qualities : A salesman must have the ability to understand the customer's problem, that is to see problems as the customer sees them. Mental qualities include intelligence. imagination, self-confidence, persuasive, presence of mind, sharp memory and business sense.
(ii) Social qualities: A good salesman must have good manners, helping attitude, courtesy and open-mindedness. A sincere desire to please are necessary for success in personal selling. He should be sensitive to the needs and expectations of the customer.
(iv) Professional qualities : A good salesman must have knowledge of the firm and its products and services, competitors and their products and services, customers and selling techniques. He must be aware of the quality, uses, prices etc. of the goods to be sold. He must have all the qualities of a professional - like communication skills, presentation skills, negotiation skills and knowledge of handling people.
(v) Other qualities:
(a) He should be honest. He should not make false claims or misleading representations.
(b) He must perform his duties towards his employer and customers in a proper way.
(c) He must possess the power of good observation to recognise his customers, their buying motives, and to adjust his sales talk accordingly.