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20 Sales Skills That Will Change Your Career

To succeed as a salesperson, you need to constantly improve and develop new sales skills. Not only can this increase your sales, but it can also significantly affect your commission! Continuous development and skill improvement are key to a career in sales.

Salespeople not only need to develop interpersonal, networking, and conversational skills – they also need to know the company’s products and services in and out. They must continually develop their product and market knowledge, familiarize themselves with new company messages and value propositions, and use their empathy to understand the needs of customers.

An effective sales skill-building strategy is critical to the entire sales process. Through comprehensive training and coaching, organizations can give their sales teams key sales skills, eventually leading to more meaningful and lucrative deals.

rising revenues

However, a fundamental question arises: what are the most important skills for sales reps to master? The answer, of course, varies depending on roles, industries, and target buyers. Nevertheless, certain sales skills are of great value in any sales situation. You can work on your charisma, and self-confidence, but also on your technical skills. Your presentation skills, for example, can be enhanced by your knowledge of sales tools like flip book making software, being able to draw in your sales targets, and enhancing sales presentations.

In this list, we take a look at the 20 essential sales skills that every salesperson needs to develop, along with tips to help you develop them.

Most Important Sales Skills

Whether you consider yourself a born salesperson or not, sales skills are something everyone possesses – but you need to develop and work on them. By practicing, perfecting, and eventually mastering these skills, you can increase your ability to convince new customers and effectively sell your product. In fact, if you’ve ever convinced a child to go to bed or negotiated a discount at a store, you’ve already used sales techniques without realizing it. Go ahead and read our sales tip to become a fantastic sales rep or sales manager!

Client Acquisition

shaking hands with a client

Acquiring new customers requires mastering the art of negotiation. Once you, as a salesperson, have presented a compelling offer, you must then persuade the customer to opt for it. Setting clear goals and understanding potential outcomes, while being prepared for different scenarios, becomes crucial during these discussions. In order to win the customer, you must negotiate for mutually beneficial results for both your company and the customer.

If you want to build rapport with the new customers, you need to focus on their needs. Remember, the fact that they don’t want to buy your product doesn’t mean that they don’t want to hear about it. Many experienced sales reps stress the importance of getting your foot in the door – social selling can’t start without this initial contact!

Relationship building

Developing strong relationships is a key skill for sales reps, especially for luxury or B2B products. As the value of a product increases, buyers seek to earn the trust of the people they buy from. It’s common for someone to buy from only one vendor – even when that vendor is now working with another supplier!

When a salesperson successfully cultivates meaningful relationships with buyers and decision-makers, they gain a significant advantage in navigating the complexities of the sales process.

How do you learn to establish relationships? Just like in life, by practicing any other skill. Talk to people and show interest, then translate that into the sales industry. Don’t try to force relationship-building on others, just try to go with the flow.

Customer service

Customer service is an essential skill for salespeople and includes the ability to deal effectively with any objections or pain points from the customer. Regardless of the customer’s attitude, a successful salesperson is courteous and assumes that the customer is always right.

Any criticism is a natural aspect of the sales process and you should approach it without fear. Remember that you are the customer’s assistant first and brand ambassador second – address the customer’s concerns first, then show the product’s advantages.

Active listening

active listening

Active listening skills are crucial for salespeople because it enables effective communication, relationship building, and collaboration. When prospective customers feel listened to and understood, a sense of trust is created, which fosters strong relationships during the entire pipeline of the sales process.

Active listening involves giving undivided attention to a potential customer’s problems and ideas, refraining from interrupting and responding thoughtfully. Ask appropriate follow-up questions, effectively guide the conversation, and quickly and effectively identify potential solutions. Ultimately, active listening provides a solid foundation for building successful sales relationships and driving sales success.

Try practicing the conversation with active listening skills — for example, paraphrasing what is said or slowing down the conversation as needed. Don’t be afraid to ask “What do you mean by that” and make sure you understand the needs well.

Following up

following up caption made of wooden blocks

Success in sales requires persistence, especially when it comes to the crucial ability to follow up with potential buyers. Neglecting to follow up with customers can seriously undermine your chances of success. That’s why it’s essential to hone your follow-up skills to maximize your potential to close deals.

Rejection is an inevitable part of the sales process, but the best salespeople accept it and persist despite difficulties, setbacks, and opposition. New, initially successful salespeople quickly disappeared within six months – because they couldn’t stand the constant conflict.

Persistence distinguishes successful salespeople from those who fail. It allows them to persevere on course even in the face of discouragement or disappointment. By developing sales skills like following up on the initial contact, you can elevate your sales career and achieve long-term success.


people communicating around the table

Communication is an essential skill for a sales professional, including the ability to express oneself clearly and effectively through various media. Sales experts must continually improve their written and verbal communication skills to excel in their roles.

Without strong communication skills, you can’t make your sales pitch, establish meaningful relationships with customers, manage expectations, and tactfully address buyer concerns. Remember, too, that effective communication goes beyond speaking clearly and concisely. It also includes strong writing and presentation skills, essential for interactions conducted via email, social media, video conferencing, or face-to-face meetings.

However, communication also involves having emotional intelligence, often referred to as EQ. Emotional intelligence equips salespeople to skillfully deal with customer reactions, whether they are in line with expectations or raise objections. Salespeople must be prepared to respond to objections or know when to remain silent – reading people lets you effectively communicate.


Empathy is a key skill for salespeople, and its importance cannot be overstated. It encompasses the ability to understand and resonate with the feelings and emotions of others, enabling salespeople to truly grasp the needs and concerns of their customers.

By understanding their emotions, concerns, and worries, a sales rep can establish a deeper connection and have a greater impact on the buyer’s decision-making process during the entire sales cycle.

To cultivate empathy, it is necessary to consistently practice and develop this skill. Empathy cannot be turned on and off at will; it requires constant effort and application in various aspects of life, not just in professional settings.


salesman and a client negotiating

Negotiation skills are an essential part of a salesperson’s toolkit. Effective negotiation skills are crucial for salespeople to successfully conduct these discussions. When sales representatives can meet in the middle with buyers and decision-makers, they increase their chances of achieving mutually beneficial results and getting better outcomes. Thanks to a disciplined negotiation process, you can close the sale and achieve your sales goals easily.

While price is a key factor, customers are also looking for solutions beyond financial considerations. Vendors can bring additional value by offering value-added services, flexible delivery options, managed accounts, collaboration opportunities, or alternative payment options. Understanding your customer’s needs allows you to negotiate on non-monetary terms.


Persuasiveness in the sales process is all about directing customers to make a decision that is in their best interest. By leveraging your business acumen, focusing on benefits, and using supporting evidence, you can ethically and effectively persuade customers to choose their solution. Successful salespeople understand the importance of persuasion and strive to create win-win scenarios.

By sharing success stories of previous customers who have solved their problems with a product or service, salespeople can provide tangible evidence of its effectiveness. These case studies demonstrate real-world applications and results, building credibility and instilling trust in the mind of potential customers.

Product Knowledge

Product Knowledge

Product knowledge is one of the most important sales skills because it helps salespeople explain the value and advantages of the products or services they are selling. This means knowing everything the company offers, including its features, functions, applications, and competitive advantages in the market. Especially if you’re selling potentially dangerous objects, you need to know your product or service in and out – for example, if you’re a pharmaceutical sales representative.

When salespeople know a lot about their products, they can confidently answer customers’ questions, give them accurate information and offer customized solutions to meet their needs. A good salesperson can explain how a product or service solves customers’ problems and meets their needs better than other options. Salespeople can show potential customers the value proposition, pointing out key features and explaining how they translate into real benefits.

Salespeople should keep abreast of product improvements, industry trends, and competitors’ activities to keep their product knowledge up to date. They should go to training sessions, talk to experts about the product, and actively seek information. By constantly learning new things, salespeople can confidently make sales calls, build customer trust, and ultimately sell effectively.

Presentation Skills

Salespeople need presentation skills to effectively tell potential customers about their goods or services.

When speaking to an audience, salespeople should be confident and eager to provide information. They should use appropriate tone of voice, body language, and movements to convey their point of view. Maintaining eye contact, upright posture, and making the right movements can help them connect with the crowd and gain their trust.

In sales conversations, people often use visual tools such as slides or sales presentations. But instead of boring PowerPoint presentations, you can use interactive flipbooks from Publuu which are both visually appealing and full of interactive data that enriches your message and makes it easier to understand. With flipbooks, your presentation stands out from others because it resembles a book – and embedded interactive gifs and movies allow you to enrich the content, just like in the presentation below:

Publuu’s online business presentation example

View more online business presentation examples


Public Speaking

Public speaking helps salespeople connect with potential and existing customers and close deals. All aspects of skills such as presentation, networking, and selling require confidence and eloquence.

Public speaking skills make a salesperson convincingly explain the features, advantages, and value of their goods. A confident, engaging presentation builds credibility and trust, making the audience more receptive to the salesperson’s message. Salespeople need to be flexible when speaking at conferences, presenting in front of small groups of decision-makers engaging in panel discussions. They must understand the circumstances of speaking and adapt their manner and material.

Public speaking as a sales skill requires an emotional connection with the audience. Salespeople know that telling stories and tales makes presentations more engaging. A good sales rep can increase interest and close deals by using personal stories or customer success stories.


leader communicating with a team

Leadership is about inspiring and influencing salespeople and potential consumers. Leadership in sales starts with initiative – you need to show self-reliance and responsibility.

Good leadership as one of the sales skills also means adapting to market changes. A salesperson must remain calm under pressure and make quick, thoughtful judgments to deal with uncertainty. Salespeople are the ones who dictate the pace to the rest of the team because they are in direct contact with customers. Without leadership, you cannot build trust, credibility, and long-term relationships with customers. A good salesperson delivers customized solutions and exceeds customer expectations by knowing his customers’ requirements and problems.

Sales leadership goes beyond closing deals. It also means motivating people, encouraging cooperation and progress, and developing excellent customer relationships. Salespeople can improve team performance, impact, and long-term sales success by demonstrating leadership.


No salesperson works alone. Sales teams have different experiences, knowledge, and opinions. Teamwork in sales is about collaboration, cooperation, and synergy. The entire team uses its resources and skills to achieve common goals and increase sales.

Team members can learn, share best practices of social selling and solve complex problems by working together. Teamwork also includes helping each other. Salespeople should help their colleagues and share knowledge. This encourages teamwork and boosts the morale of the sales team.

Teamwork increases sales, morale, and customer satisfaction. When team members work together, they can provide customers with complete solutions and excellent service. This improves the perception of the sales team and promotes long-term customer relationships.

Project Management

people managing a project

Sales project management involves planning, organizing, and managing sales campaigns to achieve goals. Salespeople deal with complex, diverse initiatives that require careful coordination and strategic execution. Project management skills help you simplify procedures, eliminate risks and improve sales results.

Good planning ensures that sales activities are well organized and linked to company goals. Sales project management involves planning, coordinating, and managing sales projects to achieve goals. The whole helps salespeople execute complex sales projects and offer value to customers and the company.

A sales manager needs to learn how to use their organizational skills in building their strategy. If you want to learn more about planning a digital content strategy, you can read our guide. It’ll help you manage your sales crew and build marketing content that will boost their sales skills on crucial social media platforms.

Time Management

hourglass on hand

Salespeople who can manage their time can prioritize results-oriented tasks and avoid distractions. Salespeople have many responsibilities and tight deadlines: Prospecting, prospect generation, client meetings, follow-ups, administrative activities, and relationship management – all of which you must put into your schedule.

Time management in sales is about creating goals and priorities. Salespeople should set short- and long-term goals that support sales objectives. They can save time and avoid getting swamped with less important work by prioritizing and focusing on sales-related activities.

Salespeople need to organize and plan. They should create daily, weekly, and monthly action plans. Operate according to a schedule and perform all basic duties, and schedule time for each activity. Planning helps anticipate bottlenecks and disputes, saving time.

Sales time management requires technology to streamline procedures and automate repetitive operations. You may need CRM systems, sales automation software, and other productivity tools to streamline workflow, monitor activity, and manage customers. Salespeople can save time, improve accuracy and increase revenue by leveraging technology.


Prospecting is a key social selling technique that involves finding and connecting with new customers. Salespeople aggressively seek out and qualify prospects early in the sales process to intake effective business contacts. Good salespeople locate consumers through networking, referrals, online research, social media, and industry directories.

To show good prospecting as one of the critical sales skills, you must nurture consumers who are most likely to use your product or service. A good salesperson can discern who is a worthwhile customer and who can be relegated to B or C tier according to the Pareto principle.

Data Analysis

analyzing business data on tablet

Sales data analysis involves collecting and organizing data to understand customer preferences, buying habits, and market dynamics. Examples include customer demographics, purchase history, sales data, competitive analysis, and industry trends. Salespeople analyze this data using spreadsheets, CRM systems, and data visualization tools. Sales professionals can use the data to detect trends, patterns, and correlations to make informed decisions and adjust sales methods to meet customer demands.

Data analysis helps salespeople evaluate their efforts. They can evaluate sales channels, programs, and representatives by assessing sales data. This data helps them improve sales procedures and manage resources. Based on this, you can estimate sales trends, identify opportunities and threats, and make data-driven forecasts.

Problem Solving

Problem solving is a key sales talent that involves identifying, analyzing, and solving sales problems. Salespeople are constantly facing obstacles, complex customer needs, pricing challenges, and competitive pressures, and it makes sense to deal with such circumstances and develop creative solutions that satisfy customers and the company.

If you want to succeed as a salesperson, you must identify problems, develop solutions and overcome obstacles with an organized and analytical approach. Only when you have mastered sales skills can you adapt to changing conditions in a competitive market!


woman being curious

Curiosity helps salespeople succeed in an ever-changing market. Curious salespeople are those who want to learn about their customers, their industry, and their difficulties to improve their sales strategy on that basis. Curiosity is a sales skill that helps you ask good questions, listen to customers and get sales-related information.

If you observe industry developments, rivals’ movements, and new technologies, you can easily provide consumers with new ideas and solutions. Curiosity helps salespeople make connections, think critically, and find ways to improve or explore new areas.


We probably don’t need to convince anyone that continuous improvement and development of new skills are critical to success as a salesperson.

We hope these 20 essential sales skills will make you excel in your roles as a salesperson. From building relationships and active listening as the foundation for building successful relationships to practicing effective negotiation techniques, these skills are essential for success in sales.

By using technology like flipbooks from Publuu, and honing the most important soft skills, your results will skyrocket!

You may be also interested in:
21 Best Content Marketing Tools For Every Business
Brand strategy – 8 must-haves for a successfull company

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