Do You Know What Makes a Salesperson Actually Good?

Think charm makes a great salesperson? Think again. Discover the key traits that truly drive sales success and help build winning teams.

Is Charm Really Enough to Make a Good Salesperson?

When you think about what makes a good salesperson, what comes to mind? Someone with a winning smile, quick wit, and the kind of charm that could sell sand to a beachgoer?

While charisma helps, it’s far from the full picture. In fact, relying on charm alone is one of the biggest hiring mistakes businesses make when building their sales teams. The truth is, top-performing salespeople share a core set of traits and behaviours that go beyond surface-level charisma. Are you hiring for them?

Why Selling Is About More Than Personality

It’s easy to assume that a ‘natural’ seller has a magnetic personality and the ability to talk their way into any deal. But in today’s competitive markets, successful sales require so much more.

Businesses that overlook the deeper competencies of a great salesperson risk hiring individuals who struggle to hit targets, retain clients, or drive revenue growth. Sales isn’t about just talking—it’s about listening, strategising, and building trust.

So, what are the traits you should be looking for when hiring sales professionals?

The Traits That Set Great Salespeople Apart

To understand what makes a good salesperson, you need to look beyond first impressions. The best salespeople share specific skills and qualities that consistently drive results. Here’s what to watch for:

1. Resilience

Sales is full of highs and lows. Great salespeople bounce back from rejection with determination. They see “no” as an opportunity to refine their pitch, not a reason to give up.

Without resilience, even the most talented salesperson can burn out when faced with tough targets or difficult clients.

2. Active Listening Skills

Contrary to popular belief, the best salespeople aren’t the ones who talk the most—they’re the ones who listen.

Why? Because understanding a client’s needs and challenges is the cornerstone of closing deals. Active listeners ask the right questions, uncover pain points, and tailor solutions that resonate with buyers.

3. Problem-Solving Ability

Sales isn’t just about pitching products or services; it’s about solving problems. Customers want solutions, not sales jargon.

Top-performing salespeople can think on their feet, adapt their approach, and position their offerings as the answer to a client’s unique challenges.

4. Self-Motivation

In sales, there’s no hand-holding. The best salespeople are self-starters who take ownership of their performance. They don’t wait for direction—they seek out opportunities, follow up leads, and aim higher every day.

Without self-motivation, even the most skilled salesperson can fall behind on ambitious targets.

5. Relationship-Building Skills

Clients don’t just buy products; they buy trust. Building strong, long-lasting relationships is essential for repeat business and referrals.

Great salespeople know how to foster genuine connections by being reliable, empathetic, and solutions-oriented.

What Happens When You Don’t Prioritise These Traits?

Hiring salespeople based on charm or surface-level appeal can lead to costly mistakes. Without the right skills and behaviours, you may find yourself with a team that struggles to close deals or retain clients.

Here’s what you might notice:

Missed Revenue Targets: A lack of key competencies means missed opportunities and underwhelming revenue performance.
High Turnover: Salespeople lacking resilience or self-motivation often struggle to stick it out in competitive roles, leading to high employee churn.
Poor Client Retention: Without strong relationship-building skills, clients are less likely to return or recommend your business.
Damaged Reputation: Sales teams who fail to deliver on promises or meet client expectations can harm your brand’s credibility.

How Coburg Banks Finds the Sales Talent You Really Need

At Coburg Banks, we know that hiring the right salespeople is critical to your business's success. That’s why our Sales Recruitment division focuses on identifying candidates who possess the traits and skills that drive results.

Here’s how we do it:

Behavioural Assessments: We go beyond CVs and interviews to understand candidates’ core competencies and behavioural traits.
Tailored Recruitment Strategies: We align our search with your company’s sales goals, ensuring a perfect fit for your team.
Extensive Talent Network: Our wide-reaching network connects you with high-performing sales professionals across multiple industries.
Proven Track Record: We’ve helped countless businesses secure top-tier sales talent who consistently deliver results.

Imagine Your Sales Team with the Right People

Picture this: A sales team that consistently hits targets, builds strong client relationships, and drives revenue growth month after month. That’s the power of having the right people in the right roles.

With Coburg Banks, you’ll gain access to sales professionals who aren’t just good—they’re exceptional.