Top Traits of a Great Salesperson in 2025

A week ago, I wrote about the shifting landscape of sales. The response was overwhelmingly positive, but it was also clear that the headline stirred strong reactions: 60% of salespeople will lose their jobs within the next two years.

This wasn’t a dramatic prediction for effect; it’s based on real life commentary from others, what I see happening in Singapore, and real life reality where this change is already unfolding at scale. Maybe it’s not yet as pronounced in Europe or the USA, but the trend is undeniable: salespeople need to adapt, or they will be replaced.

Adapt or Be Replaced in Sales

Let me clarify: I’m not saying there will be fewer salespeople in the world, in fact I think there will be more. I’m saying that 60% of the current workforce in sales is not fit for purpose and this will force a change. The evolution we’re witnessing isn’t just about survival, it’s about thriving in a world where technology brings more structure, accountability, and better coaching. Salespeople who fail to embrace this shift will be left behind.

Back to a cheerier topic, what makes a great salesperson? Why do some excel while others struggle? After 36 years in sales, spanning every role you can imagine, I believe I have the credibility to answer this.

Why You Should Trust My Perspective

I started my sales journey at 21, knocking on doors in Aberdeen, Scotland. Over time, I built a team from just four people in one city to three thriving offices across Scotland, which we eventually sold to a multinational.

When I moved to Singapore, I started again from scratch, carving out a successful career in financial services. By the time I finished, our team had grown to 30 people and was highly profitable, at the same time I was client facing.

Now, as the CEO of 1000Steps, I’ve worked with my team to scale the company to nearly 50 people. Despite managing direct reports, leading thought leadership efforts, networking, and overseeing various aspects of the business, I still personally generate 40% of our revenue.

I don’t say this to boast, but to underline one point: what we do works, we practice what we preach. Our clients buy from us because of how we sell—not because we’re selling to them.

Dispelling the Myths About Sales

Let’s start by addressing a pervasive misconception: selling is not an art.

High-performing salespeople love to perpetuate the myth that their success is some kind of magical gift. But the truth is, selling is a skill. It takes effort, discipline, and the constant pursuit of improvement.

Here’s what great salespeople are not:

1. Closers.
2. Disturbers of clients.
3. Driven at all costs.
4. Smooth talkers.
5. Well-dressed charmers.
6. People who “sell sand in Dubai” or “snow in Lapland.”

These are urban myths with no data to support them. In fact, as Mark Roberge, former CRO of Hubspot, a quant engineer, outlines in The Sales Acceleration Formula, these traits often correlate directly with failure.

Do you enjoy being manipulated? No? Then why would manipulation make someone a good salesperson?

Top 10 Traits of Great B2B Salespeople

Here are the 10 traits that define great salespeople:

1. Authenticity.
2. Client-centric focus.
3. Strong time management.
4. Effective documentation and note-taking.
5. Excellent questioning and listening skills.
6. Deep product knowledge.
7. Deep client understanding.
8. Focus and discipline.
9. Adaptability.
10. A learner mindset.

Notice what’s first on the list: authenticity.

Gone are the days when you could succeed in sales without knowing your product, caring about your client, or having genuine integrity. Buyers today expect to deal with professionals who guide and support them, not manipulate or exploit them.

How Can I Become a Successful Salesperson in 2025?

Let’s break this down further into the stages of the sales process and explore where these traits fit in looking at lead generation and opportunity management.

Lead Generation: The Foundation of Sales

Lead generation is not just a task; it’s a discipline. It separates the top-performing salespeople from those who wait for opportunities to fall into their laps. For many, this stage is where their weaknesses are most apparent because it requires structure, consistency, and adaptability. Let’s break it down.

1. Allocate Time to Lead Generation

Time is a salesperson’s most valuable resource, and yet, so many fail to allocate sufficient time to lead generation. Why? Because it’s hard. It’s repetitive. It requires resilience in the face of rejection.

To be effective, you need to block time daily or weekly for lead generation activities. Whether it’s cold outreach, following up on referrals, or crafting personalized content, this time needs to be sacrosanct. Treat it as your investment in future opportunities.

Here’s a rule: Consistency beats intensity. Making 10 meaningful touches every day is far more impactful than spamming 100 people once a month.

2. Use Content Thoughtfully

A key part of modern lead generation is leveraging content—both existing and self-created.

• Existing Content: Reuse your company’s white papers, blog posts, or videos in creative ways. Tailor them to your audience with personalized insights.
• Self-Created Content: Share your own ideas and experiences, just like this article. This positions you as a thought leader in your space.

Good content generates trust, demonstrates expertise, and creates opportunities for dialogue. It’s not about blasting links; it’s about sharing value-driven insights that resonate with your audience.

3. Know Your Channel and Master It

Not every lead generation channel will work for you. Some thrive on LinkedIn; others excel in partner management or local networking events. What matters is identifying your strongest channel and working it relentlessly.

For me, weekly networking is essential. I engage with my contacts consistently, keep conversations fresh, and ensure I’m front-of-mind when opportunities arise. For others, it could be LinkedIn prospecting, email outreach, or even attending trade shows.

The mistake? Trying to master every channel at once. Focus your energy where you’re most effective, then gradually expand.

4. Document Everything and Create Actions

Lead generation without documentation is wasted effort. Every interaction needs to be tracked, whether it’s in a CRM system, a spreadsheet, or even just a notebook.

• What did they say?
• What did you promise to follow up on?
• When will you reach out again?

Without this, you won’t follow up effectively, and missed follow-ups are missed opportunities. The best salespeople document religiously—not just because it’s a habit, but because it allows them to create actionable plans for every lead.

5. Adapt to the Changing Landscape

Lead generation isn’t static. As buyer behaviors evolve, so must your approach. Take LinkedIn as an example: five years ago, a simple connection request might have led to a conversation. Today, that same request needs to be paired with thoughtful engagement—comments, shares, and value-adds—before you even think about outreach. (See how AI is reshaping modern lead generation.)

Ask yourself: What are you doing to stay ahead? If you’re not learning and adapting, your competitors are.

6. Keep Learning and Improving

Lead generation is a skill. It’s not something you’re born with, and it’s not something you master overnight. The best salespeople actively seek feedback, analyze their results, and ask themselves tough questions:

• What worked this week?
• What didn’t?
• How can I improve my outreach strategy?

The moment you stop refining your approach, you’ve already fallen behind.

Meetings: Where the Real Work Begins

The sales process doesn’t stop at securing a meeting—it’s only just beginning. Meetings are where the relationship takes shape, and every stage demands specific skills and traits.

Let’s break down the five core stages and where great salespeople excel.

1. Introductory Phase: Building Trust

The introductory phase sets the tone for the entire relationship. This isn’t just about pleasantries or surface-level rapport; it’s about establishing trust and creating a foundation for deeper conversations.

Here’s what you need to focus on:

• Balance: Ask thoughtful questions but don’t overwhelm the client. The goal is to pique interest, not interrogate them.
• Documentation: Take notes, capture insights, and confirm your understanding after the meeting.
• Listening Skills: This is where most salespeople fail. If you’re talking more than 50% of the time, you’re losing valuable opportunities to learn about the client.

For example, I’ve worked with inside sales teams who turned introductory meetings into presentations—talking 90% of the time. These meetings rarely converted because they missed the chance to uncover the client’s true needs.

2. Discovery Phase: Going Deeper

The discovery phase is the backbone of effective selling, yet it’s often rushed or skipped altogether. Many salespeople jump straight to demos or proposals without truly understanding the client’s challenges.

Discovery is about asking targeted, open-ended questions to uncover

• Pain points.
• Business goals.
• Decision-making processes.

It’s also about mapping stakeholders early. Who are the decision-makers? Influencers? Gatekeepers? Without this understanding, your proposal will lack precision and alignment.

Pro tip: Document every discovery in your CRM. In a review of 104 pipeline opportunities, I found that only one had a documented discovery phase. The rest relied on memory—a recipe for missed details and misaligned solutions.

3. Collaboration Phase: Co-Creating Solutions

By the time you reach the collaboration phase, you’ve earned the client’s trust. Now it’s time to work together to craft a solution. This phase is where authenticity and technical knowledge shine.

Key skills here include:

• Vulnerability: Be open about what you don’t know. Clients respect honesty.
• Stakeholder Engagement: Ensure all relevant parties are involved and aligned.
• Listening: Don’t assume you know what the client wants—confirm it.

Salespeople who approach this phase transactionally—thinking only about closing—often lose. Clients can sense when you’re prioritizing commission over collaboration.

4. Negotiation Phase: Closing the Deal

Negotiation isn’t about pressure; it’s about alignment. If you’ve done the previous phases well, negotiation should flow naturally.

Here’s what you need:

• Mapping Motivations: Understand what drives each stakeholder.
• Clear Value Proposition: Ensure the client sees the tangible and intangible benefits of working with you.
• Confidence: Be willing to walk away if the deal isn’t mutually beneficial.

The best negotiators are those who’ve built trust throughout the process. By this stage, the client should feel like you’re a partner, not a vendor.

5. Onboarding Phase: Transitioning to Success

Many salespeople treat onboarding as an afterthought, but it’s a critical phase. This is where you cement the relationship and set the tone for long-term success.

Focus on:

• Clear Communication: Ensure the client knows what to expect.
• Follow-Up: Check in regularly during the early stages of implementation.
• Feedback: Ask for input to refine your process and improve the client experience.

Why the Basics Matter

The sales process is complex, but the fundamentals—when done well—are what set great salespeople apart. From lead generation to onboarding, every stage requires intentionality, discipline, and adaptability.

If you master these basics and commit to constant improvement, you’ll not only survive the shifting landscape of sales—you’ll thrive in it.

Related Reading

• Lead Generation Strategy for 2025: What Works Now
• Is Unlimited Referrals a Reality?
• How Do You Use Time to the Max?
• AI‑Proof: Why In‑Person Still Wins in a Digital World

Ready to Build a Sales Team That Actually Performs?

Whether you’re scaling, restructuring, or just need clarity on what “great” looks like—let’s talk.
Book a free strategy call with 1000Steps and see how we help teams modernise, structure, and sell with purpose.

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FAQ: Becoming a Great Salesperson in 2025