Personality cannot be precisely defined. It is the sum total of favorable impression one makes on other. In the words of H. N. Morton “Personality is that personal distinction or the dynamic force which felt by everyone who comes within its radius.” According to H. E. Fosdie “Personality is not something that one can pen down and narrowly locate”. It is both a fact and a miracle accepted universally. It is the person, his physique, abilities and features put together which people perceive and are influenced with.
It is one’s ability to impress favorably. By using these abilities the qualities the salesman is able to impress the customers and many of them buy and enjoy the products and services.
There are number of traits or qualities that make up the sales personality. According to Prof. Daver, “The positive qualities which bring success in the field of salesmanship are tact, courtesy, kindness, courage, confidence, honesty, unselfishness, loyalty, cheerfulness and good health”.
Improving sales personality –Some salesman are born with certain qualities i.e. they are gifted with certain talents. But it is impossible to find all the positive qualities within a salesman. Therefore, there are many qualities that can be developed. For example, a salesman possesses good health but may not talk intelligently or may not have good manners. These qualities can be learnt. Similarly certain physical qualities can be improved like curing bad breath, improving ill heath by exercising, etc. Qualities like tolerance and patience can be developed by habit and good manners can be learnt from seniors. A good salesman always tries to acquire at least some if not all of the personal development qualities. Proper attempt and sincere practice helps him to develop such qualities. Sales personalities can also be developed by proper training. It is the responsibility of the organization to impart such training to their sales force. This will help them to mould themselves into various changing circumstances.
However, it is impossible for every salesman to acquire all the personal development qualities. There may be deficiencies somewhere or the other. In such cases, the salesman should try to compensate the drawbacks with one quality by excelling another. For example, if he is not good in talking with customers, he can please the customers by excellent manner and behavior. Thus is can be concluded that a salesman generally has some born qualities in him. He acquires some qualities by learning and training. Therefore, salesman is born and made.