Understanding the Difference: Good Sales Person vs Great Sales Person

In the world of sales, many professionals achieve good results. Yet, a small group consistently delivers exceptional outcomes. The gap between a good sales person and a great sales person is more than skill it is mindset, action, behavior, and results over time.

This article explains that gap clearly, backed by practical insights and real‑world traits that define performance levels in sales.

What Is a Good Sales Person?

• A good sales person knows products well.
• A good sales person can explain features accurately.
• A good sales person meets sales targets regularly.

Good sales people understand customer needs, answer questions clearly, and handle objections with confidence. They follow the sales process step by step, manage their tasks, and complete required follow‑ups.

Key Traits of a Good Sales Person

• Product Knowledge: Knows product details and pricing.

• Communication Skills: Shares information clearly.

• Customer Focus: Listens to what the customer says.

• Responsibility: Meets deadlines and follow‑ups.

• Goal Achievement: Consistently hits targets.

Good sales people are reliable. They handle routine tasks well and perform expected duties without frequent errors.

What Is a Great Sales Person?

• A great sales person does more than meet targets.
• A great sales person creates long‑term trust with customers.
• A great sales person brings value beyond transactions.

Great sales professionals focus on deep understanding of customer business, not just selling products. They research industry trends, anticipate customer needs, and tailor solutions that fit individual situations.

Key Traits of a Great Sales Person

• Strategic Questioning – Asks insightful, value‑based questions.

• Consultative Approach – Focuses on solution rather than product.

• Empathy in Action – Understands customer emotions and goals.

• Relationship Building – Creates trust and long‑term connections.

• Adaptive Learning – Improves constantly through reflection.

Great sales people outperform consistently because they connect with customers on deeper levels and build credibility that drives repeat business.

Side‑by‑Side Comparison: Good vs Great Sales Person

Core Differences Explained

Listening vs Understanding

A good sales person listens, but a great sales person understands deeply.
Understanding involves interpreting what the customer means, not just what they say.

A great sales person decodes unspoken needs, aligns solutions with core issues, and connects benefits to business outcomes.

Transactional vs Consultative Selling

Good sales people focus on closing deals.
Great sales people guide decisions.

Consultative selling means helping a customer make the best choice, even if it means recommending another option or adjusting expectations. Great sales people solve problems rather than just move products.

Customer Short‑Term Value vs Long‑Term Value

Good sales people close one sale at a time.
Great sales people build portfolios of loyal customers.

Great sales professionals design follow‑up strategies that bring repeat purchases, referrals, and stronger brand advocacy.

Practical Behaviors That Separate Great from Good

Below are real behaviors that show how approach differs in everyday sales interactions.

Behaviors of a Good Sales Person

• Arrives on time for meetings

• Memorizes sales scripts

• Answers direct questions

• Tracks leads in CRM

• Sends follow‑up emails after meetings

Behaviors of a Great Sales Person

• Researches prospect background before meeting

• Adjusts communication based on personality

• Asks probing questions to reveal deeper needs

• Sends value‑added content in follow‑ups

• Explores long‑term customer challenges

Checklist: Are You Good or Great in Sales?

Use this checklist to determine where you stand:

Good Sales Person Checklist

1. You know product details.

2. You meet assigned sales targets.

3. You respond to customer inquiries quickly.

4. You complete required follow‑ups.

5. You maintain accurate records.

Great Sales Person Checklist

1. You understand customer business goals deeply.

2. You adjust your approach based on customer feedback.

3. You add value before and after sales.

4. You focus on long‑term relationships.

5. You exceed expectations consistently.

How Great Sales People Handle Objections

• Great sales people use objections as insights, not conflicts.
• They listen fully before responding.
• They validate concerns.
• They show empathy and explain value in terms that matter to the customer.

Example Process Used by Great Sales People:

1. Pause and Listen – Let the customer finish.

2. Acknowledge – Show you understand concern clearly.

3. Clarify – Ask a question that explores deeper.

4. Respond with Value – Answer using benefits tied to customer goals.

5. Confirm Understanding – Check if the solution fits.

Common Mistakes Made by Good Sales People

• Relying only on product features

• Following scripts too rigidly

• Talking more than listening

• Pushing for the sale too quickly

• Missing strategic planning

These mistakes do not destroy performance, but they slow growth and limit long‑term success.

Read Also: Motivational Quotes: Meaning, Purpose, and Practical Value

Why Great Sales People Outperform Over Time

Great sales people outperform because they build trust, rapport, credibility, and insight that create stronger customer bonds.

Their sales cycles may be longer, but their outcomes are more consistent and sustainable.

Great sales people drive higher revenue because they:

• Earn repeat business

• Gain referrals

• Influence buying decisions confidently

• Deliver value beyond expectations

Best Practices to Become a Great Sales Person

To shift from good to great, focus on the following actions:

List of Best Practices

1. Study buyer motivations continually

2. Master active listening techniques

3. Ask open‑ended questions in every meeting

4. Personalize presentations for each client

5. Provide insights before pitching products

6. Follow up proactively with value

7. Track long‑term customer outcomes

Each action builds deeper connection and drives stronger influence.

FAQs about Sales Performance

What does a great sales person do differently?

A great sales person focuses on relationship and value, not only on closing deals. They learn customer business, predict needs, and shape solutions that align with strategic goals.

Can a good sales person become great?

Yes. Improvement begins with mindset change, active listening, and strategic behaviors that prioritize customer success over quick transactions.

Is product knowledge enough to be great in sales?

No. While product knowledge is required, it is not sufficient. Great sales people combine product knowledge with customer insights, empathy, and consultative skills.

How long does it take to become a great sales person?

Becoming great varies by individual. Most top performers report continuous learning and refinement of sales processes for years, not months.

Do great sales people perform better in all industries?

Yes. Core attributes of great sales performance apply across industries whether technology, retail, services, or B2B environments.

Conclusion

The difference between a good sales person and a great sales person lies in behavior, mindset, customer understanding, and long‑term value creation. Good sales people meet expectations. Great sales people create opportunities, inspire trust, and drive growth beyond targets. Great performance in sales is not accidental. It is built through strategic habits, deep customer focus, and intentional value delivery.