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According to author Mogens Weinreich, there are at least 22 different personal qualities one can advantageously develop and practice mastering if one wants to become more successful in sales.

These qualities describe your ability to handle relationships with others and the way you perceive the world around you. If you can identify the qualities that challenge you in the process, you can elevate your sales results to new heights.

Traditionally, the sales process is divided into four phases: Preparation, Clarification Needs, Vision Creation, and Closing, each of which demands certain qualities from you. But according to Mogens Weinreich, it’s essential to add a fifth one: Personal Strength, which he actually considers as the entire prerequisite for becoming a good salesperson.

The way you use these 22 qualities makes you a unique and personal sales profile. Some qualities enhance your sales abilities, while others may actually hinder you in the sales process.

Personal strength

Personal strength is built on four qualities that you use throughout the sales process: independence, need for recognition, engagement and energy, and visibility. They will manifest themselves in you to a greater or lesser extent. And depending on how prominently the four qualities are expressed, they will either be character traits for you, or ones you use situationally and balanced.

One can therefore talk about how you work and react according to some completely entrenched patterns, often entirely unconsciously. It’s like having an autopilot, and that’s what you need to be able to adjust to become better.


The good salesperson often ranks high on this quality. A salesperson is often alone with their customers and must therefore be able to make independent decisions. Independence expresses the degree of “I want to” versus “we want together”.

If your independence is low, you may be consensus-seeking, and perhaps even conflict-avoidant. This can be a hindrance to reaching your goal, as you may focus too much on accommodating the customer. Conversely, if you are very independent, you may end up dominating too much in your relationship with the customer and not be good enough at listening. Some may even perceive you as arrogant, which does not promote your sales process. The art is to act balanced.

Need for recognition

Often, a younger salesperson will have a greater need for recognition than the more experienced and successful salesperson. A high need for recognition can, on the one hand, give you a positive drive, but on the other hand, it can affect your ability to withstand resistance. But if your need for recognition is low, you may, in the worst case, be perceived as not present enough, as you can be read as superior.

In dialogue with customers, it is important to maintain a certain humility and be aware of how you appear to others. Spend energy ensuring your customer’s goodwill and focus on being affable and diplomatic.

Engagement and energy

A heartfelt engagement is a crucial quality for a salesperson. The good salesperson has passion and finds it easy to get others on board with their ideas. It is therefore important that you find your energy. There can be many reasons for lost energy, both professionally and personally. Do not underestimate how entirely different challenges can drain you of the energy you need in good sales.

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The good salesperson can both capture and retain the customer’s attention. Visibility is an important marker for a salesperson who can deliver results. Excessive visibility does not always win orders, so balance your visibility and make sure the customer gets to tell about their situation so you can create a balanced relationship.

Conversely, low visibility often stems from insecurity. Here, it is important to accept that it is human to err and strive to be relaxed and comfortable. It can lift you to become more outgoing, active, and proactive in your sales, which is important for being successful.

How do I get started?

These are just four out of the 22 qualities that Mogens Weinreich identifies in his book. They all influence your performance in sales. All your qualities can be identified, measured, and worked on individually, but often it’s the interaction between them that can provide both the greatest challenges and the positive results.

Does it sound interesting to work on your personal qualities? Then you can read more in the book “Can You Become an Even Better Salesperson?” by Mogens Weinreich.