Discuss the following qualities of a good salesperson: (a) People skills (b) Communication skills (c) Market information
Qualities of a Good Salesperson:
(a) People Skills
People skills refer to the ability to interact, understand, and build relationships with different types of customers. A good salesperson:
- Is empathetic and patient
- Understands customer psychology
- Builds trust and long-term relationships
- Adjusts behaviour based on the customer's personality
(b) Communication Skills
Communication skills involve the ability to clearly convey information both verbally and non-verbally. A good salesperson:
- Speaks clearly and confidently
- Is a good listener — understands customer needs
- Uses appropriate body language and eye contact
- Can write effective emails and reports
- Adapts communication style to different customers
(c) Market Information
Market information refers to knowledge about the market, competitors, and industry trends. A good salesperson:
- Is aware of competitor products, pricing, and strategies
- Knows customer preferences and buying patterns
- Keeps updated with new market developments
- Uses market information to position their product better
- Can answer customer comparisons confidently
Marking Scheme
- 11 mark: People skills — ability to understand customer psychology, build trust, show empathy, and adjust behaviour to different customer personalities.
- 21 mark: Communication skills — clear verbal expression, active listening, appropriate body language, and adaptation of communication style to different customers.
- 31 mark: Market information — awareness of competitor products, pricing, and strategies; knowledge of customer buying patterns and industry trends used to position their product effectively.
Hint
For each quality, first define it briefly, then explain at least two specific ways a salesperson uses it in practice — avoid treating any quality as just a single trait.
Quick Oral Answer
A good salesperson needs people skills to build relationships and trust, communication skills to convey information and listen effectively, and market information to understand competitor products and customer trends so as to position their product with confidence.
Analysis & Explanation
The qualities of a good salesperson question is one of the most versatile in the CBSE syllabus because it can be asked as a short answer (name the qualities) or a structured answer (explain each named quality as in Q21). Students frequently make the error of writing a generic definition without connecting the quality to its practical sales application — for example, writing only that communication skills mean speaking well, without mentioning listening, body language, written communication, and the ability to adapt communication style to different customers. People skills are deeper than simply being friendly: they encompass empathy (understanding the customer's emotional state), patience (working with hesitant buyers), and adaptability (adjusting approach for different personality types). Market information is particularly important in competitive selling environments where customers often arrive having already researched competing products online — a salesperson without current market information cannot handle comparison objections effectively. These three qualities are interconnected: people skills create the relationship, communication skills convey the message, and market information provides the substance. Together they define the difference between a salesperson who merely presents a catalogue and one who serves as a trusted advisor.
Common Mistakes
- 1Writing only a one-line definition for each quality without explaining how it applies in a sales context — e.g., defining communication as 'speaking clearly' but omitting listening, body language, and written communication.
- 2Conflating people skills with communication skills and treating them as the same quality, missing that people skills are about relationship-building and empathy while communication skills are about information exchange.
- 3Listing market information as passive knowledge (knowing prices) rather than as an active quality — failing to mention that a salesperson must continuously gather, update, and apply market intelligence in competitive selling situations.
Previously Asked
Explain any three qualities that make a salesperson effective.
What personal qualities should a good salesman possess? Discuss any three.
Describe the importance of communication skills and confidence in a sales career.
Interesting Facts
A study by LinkedIn found that communication skills are the single most sought-after quality in sales candidates — listed in 57% of sales job postings — outranking product knowledge and technical skills, confirming the textbook emphasis on soft skills.
Research by Carnegie Mellon University found that 85% of financial success in sales careers is attributed to soft skills like empathy and relationship-building, while only 15% is attributed to technical product knowledge — a ratio that surprises most students.
A 2019 Forrester study found that 68% of B2B buyers now prefer salespeople who can share relevant market insights over those who simply present product features — confirming that market information has become a primary competitive differentiator in professional selling.
Frequently Asked Questions
How many qualities of a good salesperson are typically asked in the exam, and which ones appear most frequently?
Questions typically ask for any 3, 5, or specific named qualities. The most frequently asked qualities are: communication skills, people skills, product knowledge, market information, and self-motivation. Q21 specifically names people skills, communication skills, and market information — these three must be known in detail.
Is product knowledge a hard skill or a soft skill for a salesperson?
Product knowledge is classified as a hard skill because it is technical, specific, and learned through training and study. In contrast, communication skills and people skills are soft skills because they are interpersonal and behavioural in nature. A good salesperson needs both hard and soft skills working together.
Why is market information listed as a quality of a salesperson rather than just a resource they use?
Market information is a quality because the ability to continuously gather, process, and apply market intelligence is an active skill, not a passive resource. A salesperson who possesses this quality proactively seeks out competitor data, customer trends, and pricing information, then uses it strategically in sales conversations — it reflects curiosity, analytical thinking, and professional discipline.