The sales agent is a key player for any company seeking to develop its sales and build customer loyalty. But to succeed in this role, sales agents need a wide range of qualities and skills, combining know-how and interpersonal skills. Here are the 10 qualities required to become a successful sales agent... and succeed in this role!
What is a commercial agent?
A sales agent is an independent professional who acts on behalf of a company - or several companies, depending on the country. Unlike salaried salespeople, commercial agents are autonomous, with no subordinate relationship to the company they represent. They are paid in the form of commission. They are entrusted with responsibility for a portfolio of customers: their remit includes prospecting for new accounts, monitoring existing customers, negotiating contracts, managing projects and supporting customer relations.
Technical skills
Knowing your market
One of the fundamental qualities of a sales agent is an in-depth knowledge of the market and its key players. Competitive intelligence is essential here: it enables agents to keep abreast of market trends and respond as effectively as possible to customers' needs. By keeping abreast of market developments, sales agents are able to anticipate their customers' expectations.
Mastering the company's offering
Perfect knowledge of the products and/or services of the company they represent is essential: this expertise enables agents to position themselves clearly in relation to their competitors' offerings, and to build tailor-made solutions designed to meet the specific needs of their customers. Onboarding and training programmes, provided by the company, are a considerable asset in helping agents to develop their skills.
Mastering the tools
Digital tools have become strategic allies in sales. In particular, customer relationship management (CRM) software and online prospecting platforms are proving to be invaluable tools. With a good command of the tools and processes used by the company they represent, sales agents can increase their efficiency, organise their prospecting and optimise the customer portfolio entrusted to them.
Planning and organisation
Sales agents organise their diaries independently. They plan their assignments according to their priorities and sales targets. Between field visits, travel, prospecting and follow-ups, good time management is essential. Knowing how to plan your tasks means you can devote time to the most profitable activities, and allocate available resources to them, especially during a period of high activity. A rigorous approach to organisation is therefore a key asset if you are to succeed as a sales agent.
People skills
Listening
Active listening is one of the essential qualities of a sales agent. Understanding customers' expectations is an essential skill if you are to be able to offer them appropriate, even tailor-made, solutions. Attentive listening also helps to establish a relationship of trust with customers, and to identify warning signs and opportunities. Listening also means being responsive, adapting our offer and strategy to the needs expressed.
Typical listening posture :
"In order to fully understand your needs, could you explain to me more about your expectations and objectives for this project?"
Empathy
Although empathy is often perceived as a human quality, it is of vital importance in the commercial field. Being able to put yourself in the customer's shoes means better understanding their feelings and building a genuine relationship with them. Empathy is also very useful for managing conflict situations, by adopting a constructive attitude. In short, empathy is an essential quality for sales agents who want to build long-term relationships of trust with their customers.
Typical empathetic attitude:
"I understand that this change may raise concerns. We've worked with other customers in similar situations, and I'm here to help you make the transition. "
Communication
Communication is one of the fundamentals of the commercial relationship. A sales agent must be able to communicate clearly, and in a way that is appropriate to the person they are dealing with. But communication is more than just words: body language, tone of voice and posture must be consistent with what is being said. Knowing how to express yourself precisely, directly and concisely means you can convey essential messages effectively... and avoid misunderstandings!
Typical communication posture :
"In order to keep you informed at every stage, I will be sending you regular progress updates. Please don't hesitate to contact me if you have any questions."
The negotiation
Knowing how to negotiate is an art. It's something you learn and improve with time and experience. Commercial agents must master the art of negotiation if they are to conclude successful contracts, both for themselves and for their clients. Far from being limited to obtaining an advantageous price or condition, negotiation involves finding common ground that is beneficial to both parties, within a respectful and professional framework.
Typical negotiating stance :
"I understand your position and your budget constraints. Let's work together to see how we can adjust our offering to best meet your priorities."
The power of persuasion
Persuasiveness is the key to getting potential customers to sign a contract. This quality is based both on logical arguments, such as proof, and on the sales agent's ability to inspire confidence. The best persuasion technique is based on credibility, the ability to demonstrate the added value of one's offer and to respond to objections. It's the art of positively influencing a customer's decision that distinguishes the ordinary salesperson from the high-performance sales consultant who is appreciated by his customers.
Typical persuasive posture :
"By selecting our solution, you are investing in a service that has proven its effectiveness for companies similar to yours, with concrete results in terms of profitability and customer satisfaction."
Creativity
Although it is not often associated with commercial professions, creativity is a quality that is more valuable than it seems! It enables sales agents to come up with innovative, personalised solutions for each of their customers. And to stand out from the competition.
Typical creative posture :
"To meet your specific needs, I've got a few ideas that could go beyond conventional solutions; I'd love to discuss them with you to see what you think."
Training to become a sales agent
Even if you don't need any particular qualifications to work as a sales agent, it is advisable to take a sales or marketing course. In addition to experience of the sector and an already-established network, these courses are a key asset for starting out in this job and progressing. Depending on the country, there are a number of courses that can open the door to this profession: courses in Negotiation and the Digitalisation of Customer Relations, Marketing Techniques, or even a degree in Commerce. In addition, there are a number of vocational training courses to help you improve your skills, particularly in the use of digital tools, which are essential in the sales sector.
The status of commercial agents
Commercial agents are independent representatives, which means that they are not subordinate to the company they represent. They operate on the basis of a commercial agency contract, which sets out the framework for their collaboration. This contract defines in detail the terms of the commercial agent's assignment, and in particular his or her obligations, prerogatives and remuneration. The legal status of commercial agents may vary from country to country, but generally speaking, they may operate as individuals or as companies.
Remuneration of a commercial agent
A sales agent's remuneration is highly variable. It depends on the terms of their contract... and their performance! An independent sales agent is remunerated in the form of commission, the rate of which can vary between 5% and 30% of the sales or margins generated, depending on the sector. Some contracts also include bonuses directly linked to the agent's performance. Agents with experience in high value-added sectors such as IT, real estate or finance often achieve extremely attractive remuneration packages.
Career prospects
There are many career prospects for successful sales agents. Building on their experience, some agents choose to specialise in a particular field, thereby strengthening their expertise and their network. Others add to their portfolio of offers or set up their own sales agency. They then have complete freedom to recruit new sales agents to help them develop their business.
But a sales agent's skills can also serve as a gateway to other areas, such as marketing, project management or business development. In this way, they offer a wide range of opportunities for professional mobility. Lastly, technological developments and the new uses to which they give rise are also opening up new prospects, particularly in digital transformation and e-commerce.
In conclusion
Becoming a sales agent is a great opportunity to represent a leading company in your field, to concentrate on selling and to remove the ceiling on your income. It's a particularly rich profession, combining both technical and human skills. Although it requires a great deal of resilience and adaptability, this profession also offers many prospects for development and attractive remuneration potential for sales agents who are fully committed to their mission.
Are you a successful salesperson who wants to benefit from the attractive remuneration package offered by commercial agent status?
Econocom, the European leader in digital business transformation, is recruiting sales agents throughout Europe.
Are you a successful salesperson who wants to benefit from the attractive remuneration package offered by commercial agent status?
Econocom, the European leader in digital business transformation, is recruiting sales agents throughout Europe.