The 5 Must-Have Traits for Hiring Reps in the Print & Promo Industry

hen distributor Linda Milano got a call from a local animal hospital to order flyers, she took a pause to research. “The client didn’t realize these particular flyers weren’t pet safe, since this type might splinter and cause harm to animals,” she says.

“I called back to ask follow-up questions and learned these items would be handed out at a client appreciation celebration – and pets would be the intended user. We suggested a pet-safe version, which was only 25 cents more. My client was very grateful that we brought this to their attention.”
‍- Linda Milano, owner of CFB Promotional Products

Active listening and asking the right questions to find the right solution for a client are some of the traits the best salespeople share. When it comes to your print shop or distributorship, finding the right sales representatives is absolutely crucial.

You want to make sure you've got a team who’s equipped for success. So, let's talk about seven key traits you should keep an eye out for when hiring new sales reps. These traits, from active listening to persistence, can really make a difference to your bottom line.

7 Traits of the Best Salespeople

Successful salespeople possess a range of important qualities that contribute to their effectiveness in driving sales and building relationships.

Trait #1: Actively listens

In the promo industry, salespeople must be able to flexibly interact with lots of different personalities in many different roles, from business owners and human resource managers, to marketing directors, school administrators and coaches.

That’s why active listening goes hand-in-hand with providing the right solutions for clients.

“With hundreds of thousands of product options, asking questions and actively listening to a client's answers allows us to clarify their ultimate goal or challenge. Then, we can provide creative solutions and suggestions they may never have considered. We help our clients think differently to accomplish their specific goals.”
- Linda Milano, owner of CFB Promotional Products

Trait #2: Communicates well

The ability to clearly and effectively communicate is one of the most fundamental skills a professional salesperson should have – verbally, in email, during presentations and so on.

“High levels of effective written, verbal and visual communication skills can make all the difference between an average salesperson and a top performer.”
- JP Hunt, head of partnerships at Inktavo

That’s because this person reps your company and products – and must be able to clearly convince a buyer that your distributorship or print shop can deliver what they need to solve a problem or achieve a goal. An effective communicator also works to build a lifelong relationship with a client by reaching out before the next campaign or event.

Trait #3: Confidently takes action

Top-performing salespeople are driven to succeed and get invigorated by the challenge and excitement of scoring a new customer or making a big sale. “The greatest mistake sales professionals make is not having the confidence and conviction to ask for the order,” Hunt says.

“They wait for the prospective customer to make the decision. On the other hand, a confident salesperson asks for the order and a commitment. Confidence isn’t just a personality trait, since it involves deep product and domain knowledge to ensure that they’re delivering the right branded merchandise solutions to address a customer’s needs.”

Trait #4: Perseveres despite “rejection”

A strong salesperson asks for the sale early, frequently and can accept the answer “no” or “not now.” They know how to respond to “no” with, “What can we do now to help you get you to a yes?” They also know when a customer isn’t a good match for your business and when to move on gracefully, without burning bridges.

“To be successful as a salesperson, you must be persistent in terms of follow up and dedication to a sales program and process.”
- JP Hunt, head of partnerships at Inktavo

“Warm outreach, follow ups, networking, soliciting referrals, handling objections and contending with rejection require discipline and persistence.”

Trait #5: Displays selfless care for others

The best salespeople are also driven by a desire to deliver the best results for their clients, not just by a higher number on a commission check.

“At our shop, our customer service team leader is truly committed to our clients. If she tells a customer she’ll get product recommendations, she does and then gives them other options for their budget. She makes every customer feel like they’re our only one, and if they ever have a concern they know they can reach out to her and she’ll ease their concerns.”
- Howard Potter, CEO at A&P Master Images

Trait #6: Operates with a great imagination

At CFB, Milano had a fire department client holding a community event to recruit adults and wanted to order imprinted lighters. Rather than just filling the order, she drilled down, asking questions like, “What made you select this item? Who’s it for? What’s your goal? Would a lighter be a conflict of interest?”

“An active imagination adds to the creative process in a world of almost endless possibilities.”
‍- Linda Milano, owner of CFB Promotional Products

Ultimately, Milano recommended a car safety tool instead, and the client was very pleased with the alternative.

Trait #7: Always willing to follow up

This is another key trait that separates top performers from average salespeople. The fortune is often in the follow-up, so a dedicated salesperson will reach back out to people they’ve had conversations with, in a helpful, not pushy, way.

5 Red Flags During Interviews For Sales Reps

On the flip side, when you’re interviewing potential salespeople, there are definitely traits and qualities that indicate they might not be a good fit for your distributorship or print shop.

1. Not a good communicator: “We all know that professional salespeople have tremendous communication skills,” Hunt says. “They tend to be charismatic and confident. They’re highly engaged and ask well-designed questions. Remember that some candidates have these traits and skills naturally and can be developed further with sales training to further their capabilities.”

2. Only focused on sales: “While it's important to know the product and make a sale, it’s more important to understand and acknowledge the customer's specific needs,” Milano says. “Highlighting a product's features and benefits may close an order, but ultimately we’re building relationships with our clients and their success should always be at the forefront of each and every project.”

3. Risk-averse: These are the people who hesitate to make cold calls or to ask for the sale. If they take a long time to make small decisions, they’re not going to be the ones going after the big potential client.

4. Don’t have a growth mindset: Good salespeople are eager to learn new techniques, and stay up to date on the latest products and decorating methods. If they don’t actively look for ways to advance themselves, they may not be self-motivated enough to play the long sales game.

5. Arrogant: Sometimes, confidence crosses the line into arrogance, which can make a salesperson less resilient when they get a “no” or to receiving feedback from you.

Stack Up Your Sales Potential

Active listening, effective communication, a great imagination and the ability to handle rejection are among the key traits that distinguish top salespeople. “The better you understand a prospect and their needs, the better you can serve them and stand out from competitors,” Hunt says.

By carefully assessing these traits during the hiring process, you can identify salespeople who have the potential to excel and contribute to your shop’s growth. Remember, building a strong sales team is vital for achieving long-term success and meeting sales goals in your distributorship or print shop.

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