A Good Trader—Who Is It, and What Qualities Should They Have?

A good salesperson is someone who understands that selling isn’t just about convincing a customer to make a purchase. Their job is to get to know the customer’s situation, understand their expectations, and propose a solution that will provide them with real value.
So it’s not just about product knowledge. Equally important are asking the right questions, the ability to listen, and drawing conclusions from the conversation. A good salesperson can identify what matters most to the customer: price, availability, quality, delivery time, documentation, or the possibility of a long-term partnership.
In B2B sales, accountability is also of particular importance. The customer often bases their own production, logistics, or resale on the purchasing decision. Therefore, the information provided by the salesperson must be specific, up-to-date, and reliable.

There is no single, universal model for an effective salesperson. A good salesperson doesn’t have to be the most outgoing person on the team. What matters far more is whether they can build trust, consistently manage the sales process, and respond effectively to the customer’s needs.
One of the most important qualities is the ability to listen. A salesperson should focus not only on what the customer says directly, but also on the needs, concerns, or limitations implied by their remarks. This allows them to prepare an offer that truly addresses a specific problem.
Communication skills are equally important. A good salesperson conveys information in a simple, straightforward manner tailored to the listener. They do not overcomplicate the message or overwhelm the customer with irrelevant details. Instead, they can clearly explain the differences between products, delivery terms, and potential risks.

An effective salesperson should have a thorough knowledge of the products they offer. This doesn’t just mean memorizing basic specifications. It’s also important to understand the applications, the differences between variants, the available documentation, and possible alternatives.
In the commodities trade, a customer may inquire about the same product but need it for a completely different application. A food manufacturer may have different requirements than a feed company, which in turn may differ from those of an industrial plant. A good salesperson can identify these differences and does not offer the same solution to everyone.
Product knowledge also enhances credibility. A customer is more likely to trust someone who can answer questions about specifications, quality, origin, packaging, or storage conditions.

B2B sales take place in a dynamic environment. Raw material prices, product availability, transportation costs, and delivery dates can change very quickly. That’s why a good salesperson should be flexible.
If the originally selected product is unavailable, the salesperson should not end the conversation simply by conveying this information. Their task is to explore alternatives, such as a different delivery date, a product from a different source, or a solution with similar specifications.
However, flexibility does not mean making empty promises. A professional salesperson clearly communicates what is possible and what cannot be guaranteed. In this way, they build a relationship based on trust, rather than on short-term promises.

Identifying needs is one of the most important stages of the sales process. Before a salesperson quotes a price, they should find out why the customer needs the product, which specifications are important to them, and what their purchase plans are.
In practice, the following factors, among others, are important:
• required volume,
• order frequency,
• country and delivery location,
• expected delivery date,
• quality requirements,
• required documentation,
• the possibility of using an alternative product.
This information allows us to prepare a more precise offer and reduce the risk that the proposed product will not meet the customer’s actual expectations.

B2B sales are typically more complex than retail sales. The decision-making process takes longer, involves larger orders, and often requires input from several people on the customer’s side.
A salesperson must therefore understand not only the needs of a single contact person, but also how the entire company operates. For the purchasing department, price may be the top priority; for the quality control department, documentation; and for logistics, the delivery date and method.
A good salesperson can reconcile these requirements and manage the process in such a way that all parties receive the information they need. This is precisely why, in B2B sales, the salesperson’s role often extends beyond simply making an offer.

The ability to persuade is useful, but it should not rely on applying pressure. A business customer makes a decision based on specific factors, such as quality, price, availability, supply reliability, and terms of cooperation.
An effective salesperson, therefore, does not try to force a sale at any cost. Instead, they highlight the benefits, explain the differences, address concerns, and help the client compare the available options.
This approach to selling increases the likelihood not only of a single transaction but also of repeat business.

One of the most common mistakes is presenting an offer too quickly without first understanding the customer’s needs. In such a situation, the salesperson may suggest the wrong product, an incorrect quantity, or terms that do not suit the customer.
Another problem is focusing the conversation solely on price. While price is important, it is not always the most important criterion. The customer may value availability, supply reliability, specific product specifications, or a complete set of documentation more highly.
Other common mistakes include failing to follow up after sending a quote, taking too long to respond, insufficient product knowledge, and making promises that cannot be fulfilled later.

A good salesperson is constantly developing their skills. They analyze past sales conversations, learn from failed transactions, and observe how customer needs are changing.
This development should encompass product knowledge as well as communication, negotiation, and organizational skills. Keeping up with the market is also crucial. A salesperson who is familiar with current trends, price changes, and supply conditions can provide significantly greater value to the customer.
In sales, experience alone is not enough. A competitive edge comes from the ability to learn from that experience.

At Foodcom, sales representatives serve as business partners for clients operating in international markets. Their role is not only to present product offerings but also to analyze client needs, monitor market conditions, and coordinate the entire sales process.
Sales representatives collaborate with companies in the food, feed, and industrial sectors. They help clients find the right raw materials, obtain the necessary documentation, plan logistics, and respond to changes in price or availability.
As a result, sales are not limited to a single transaction. The goal is to build long-term partnerships based on expertise, timeliness, and mutual trust.

A good salesperson knows how to align the customer’s needs with the supplier’s capabilities. They don’t just quote a price; they help customers make decisions, solve problems, and efficiently manage the entire sales process.
In B2B sales, the most valuable qualities are reliability, responsiveness, market knowledge, and the ability to build relationships. It is these qualities that keep customers coming back with new inquiries and lead them to view the salesperson as a trusted partner.