Elements of Personality in Sales - Enthusiasm

Enthusiasm in a salesman is the quality that makes him talk in an intense and earnest way that carries conviction. The enthusiastic salesman spontaneously overflows with self- confidence and belief in the goods and the satisfaction they hold for the customer. Confidence can only be secured by knowledge; knowledge of one's own ability, of the customer, of the goods, and of the selling process.

Enthusiasm based on confidence begets confidence and enthusiasm in the customer. It is contagious. The salesmen with enough confidence in the product and themselves to become enthusiastic, soon bring others to see their point of view. Sincerity, reflected by enthusiasm, is impressive and will command the attention and respect even of customers unable to share in their belief.

Enthusiasm backed by facts is a combination of the spiritual and the material. The latter lacks life without the former, while the former is hollow hypocrisy without the latter. Enthusiasm cannot be faked. Without the background of knowledge and belief it stands forth in all its shallow futility. Counterfeit enthusiasm can never pass for the genuine for it lacks in weight, sound and appearance. Salesmen who attempt to be earnest and eager in their sales talk will fool no one except themselves. Only by intelligent observation, reflection and study can salesmen create a harmonious background for the efficient functioning of enthusiasm.

Not only does enthusiasm stimulate self- respect and enhance the customer's esteem for the salesmen, but it also develops loyalty for the brand and its methods. To be loyal to a sales institution salesmen must have confidence in its integrity and belief in its policies. Enthusiasm developed from knowing the goods will go far towards developing loyalty to the store that sells those goods. Further knowledge regarding the store's history, its aims and ambitions, will generate new enthusiasm which will form the basis for a broader and stronger loyalty.

Perhaps it is not too obvious to note that loyalty to a store can only be based on its honest and square dealing. Truthful advertising, honest representations by salesmen and sympathetic treatment of customer's needs are some of the foundation stones for the building of the loyalty structure. Some firms that deserve it don't get it from all salesmen, but no firm that doesn't deserve it ever, wins it from any salesman.