What Do Customers Value in a Salesperson?

In interviews I’ve done with customers of my clients, the following qualities emerged as those that customers value in a salesperson:

• Credibility—honors commitments

• Attitude—willing to go the extra mile

• Communication—keeps customers informed

• Thorough product knowledge

• Understands customer needs

• Support—never lets customers down

Credibility means that you can be trusted to do what you say you will do. The right attitude makes you willing to go to bat for customers, taking every step possible to get them what they need and always maintaining a can-do, positive outlook. Communication means that you keep customers informed about price or product changes and status of orders, and that you respond quickly to phone calls. Thorough product knowledge is self-explanatory, but you’d be surprised at how it can set you apart. Understanding customer needs may mean looking beyond the buyer to the user and even to their customers. Support is never taking the customer for granted, never letting your guard down.

When you work with your customers within this set of responsibilities, they recognize, respond to, and reward it. You may have noticed that the items listed form the acronym CACTUS. A cactus is a tough, prickly plant that can take the heat. This image is an appropriate reminder of the toughness needed to succeed in sales.