Effective speech: A salesman should talk convincingly and logically to influence the buyers. If a salesman can speak clearly and correctly, it creates favourable impression on the customers. The sales talk should be clear and persuasive; it should have a pleasant effect on the buyer.

Courtesy: Courtesy is a basic requirement for a salesman to impress the customer. A salesman is expected to be polite and considerate in his dealings with customers. Courtesy through friendliness and unselfish service is highly effective in creating goodwill.

Tact: Tact is essential for a salesman to provide different types of services to different types of the customers. Tact refers to doing things appropriately at the right time without offending others. A salesman should speak properly and work accurately to satisfy customers and avoid inconvenience.

Cooperation: To serve the firm in a better way a salesman needs to cooperate with customers, fellow salesman, superiors, and general public. Cooperation the collective action which results in mutual benefit. Customers usually take assistance from the salesman before selecting the products, which can satisfy their needs most effectively.

Good manners: A salesman must always be polite and respectful towards the customers. His talk should be polished. In today’s business world, a customer is the king for the salesman. Customers will be automatically influenced by a salesman with a good behaviour and politeness.

Patience and tolerance: Patience and tolerance is another important quality that is essential for a salesman. Few customers are very argumentative; they may argue about the quality and the price of the product or service offered for sale. Under such circumstances, the salesman should remain cool and should not lose his temper.

(iv) Character Qualities:

For developing the overall personality of a salesman, he needs to possess certain moral qualities which are also important. These qualities are:

Honesty: Salesman has to be true, sincere, loyal and honest in his dealings and actions in order to win goodwill in the long run for the organization. An honest salesman is can leave an impact on each and every customer. He should never even think of cheating the customers.

Courage: Anyone can do a mistake intentionally or unintentionally. A salesman may also commit any mistakes and makes false promises unintentionally.

Sincerity: A sincere salesman is able to present his products, his ideas, his company, and himself with a lot of confidence to his customers. So, a salesman must be sincere and should know how to tackle the situations with sincerity

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