Buyers Say They Want to Work with Salespeople Possessing These 4 Traits (2024)

B2B sales strategies and trends

There is a gap between what buyers want from salespeople, and what the sales managers hiring salespeople think they want. That gap is widening.

In our research around buyer-first selling practices, we asked hundreds of pros on both sides what they value most in a salesperson. The differences showed us where sales managers (and those they hire) have room to improve.

For example, while 42% of buyers said they value active listening in salespeople, only 26% of sales managers are prioritizing it with prospective hires. That is a troubling disconnect, and speaks to a larger gap: In the State of Sales 2021, while 65% of sellers said they “always” put the buyer first, only 23% of buyers agreed.

Adopting a buyer-first philosophy means aligning with what buyers want. So we looked at the top traits most frequently listed by buyers as valuable, and discovered important ways you can recommit to incorporating these traits into your sales process now.

The 4 traits buyers most value in sellers.

These are the top four traits buyers want from their salespeople, and how you can make sure you embody them in 2022:

1. Active listening

Did you know that during the average sales call, the prospect only does 25% of the talking? Is it any wonder buyers are desperate to actually be heard? Active listening is the trait most sought after by buyers for a simple reason: they want to be understood.

Both buyers (38%) and sales managers (34%) listed “problem-solving” as one of the most important traits a salesperson can have … but for a salesperson to solve a problem, they have to gain a clear grasp of the issue at hand.

The way to sell to today’s buyers isn’t to overwhelm them with expertise. It’s to listen to what they need, then convince them you can give it to them.

Active listening is the first step of any successful sales program in the age of the buyer, and it will be the key to success in sales moving forward. It’s more complex than simply hearing what someone has to say. This course on Effective Listening will equip you with tools to understand, evaluate, recall, empathize, and more.

2. Problem-solving

Buyers and sellers agree that problem-solving is the cornerstone of a successful salesperson. That doesn’t necessarily mean sales managers have bridged the disconnect in this case, however.

Instead, the disconnect is in defining what the problem is. Sales managers often think of problem-solving as “overcoming reasons why the prospect isn’t buying.” Meanwhile, buyers are concerned about their own problems.

The trick to problem-solving isn’t pushing past objections; it’s figuring out how to demonstrate that your product can solve the buyer’s problems. What are their pain points? What isn’t as efficient, effective, or reliable as it could be?

The first step to effective problem solving is always to ask questions. Not questions that you could easily answer on your own, but deeper questions that get to the root of what’s impeding them.

Of course, problem-solving isn’t always as straightforward as a math equation. It takes work, commitment, and practice. The LinkedIn Learning course on Problem Solving Techniques outlines a variety of strategies.

3. Confidence

This one is a bit surprising. Thirty-eight percent of buyers listed “confidence” as one of the most important traits a convincing salesperson can have, while only 29% of sales managers listed it. You’d think it would be the other way around.

With the context of the other traits buyers listed here, however, it starts to make sense. To the buyer, confidence doesn’t necessarily mean “confidence in their own selling ability;” it means “confidence in their ability to solve the buyer’s problem.”

After you listen to your buyer, present your solution confidently. Spell out the hows and whys behind why your product will address the buyer’s pain points. If salespeople are confident about solving problems, buyers will be confident they can solve them, too.

Confidence is a skill like any other; it needs to be practiced, even if you’re going about it the right way. Follow these tips to build self-confidence before your next meeting.

4. Relationship building

Relationship building isn’t just critical for prospecting and closing on the sales side — it’s important to buyers, as well.

To the buyer, a salesperson should never just be a salesperson. They should be the buyer’s point of contact with the company, troubleshooter, and advocate. Eighty-eight percent of buyers describe the salespeople they ultimately do business with as “trusted advisors.”

A genuine relationship is the foundation of trust and advocacy. This course on Practical Techniques in Sales features an entire section on the fundamentals of building a strong sales relationship.

If we surveyed buyers about the top traits they value in salespeople even five or 10 years ago, you may well have received a different set of answers. But this is a new era of selling, where buyers are more empowered than ever.

Their priorities and preferences are shifting. As a seller, it’s vital to adapt accordingly.

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