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The Four Cs of Great Salespeople: Part 4

Posted by Mark Trinkle on Thu, Mar 03, 2022

We have identified the four Cs of great salespeople and how mastering these traits will lead to better relationship selling and advanced selling skills.

This week we are focusing on the critical trait of Charisma and how being able to attract, charm, and influence those you engage with will help you be more successful. 


Three weeks ago, we kicked off a blog series focusing on the four Cs of great salespeople. So far, we have covered curiosity, confidence, and courage. Last week we focused on courage and the two primary challenges salespeople face that require them to be boldly courageous. One of those challenges is when a salesperson must provide pushback or challenge a statement that a prospect has made. Secondly, walking away from a piece of business when it does not qualify or fit.

This week we are turning our attention to the trait of charisma. Great salespeople are usually quite charismatic. The questions worth asking are twofold: 

  1. What is charisma?
  2. Where do you go to get charisma if you don’t have it?

Let’s start by defining charisma. It is the quality of being able to attract, charm, and influence those around you. It is generally very easy to identify when someone is charismatic. The challenge is being able to pinpoint the skills or qualities that charismatics have that others do not.

Charismatic people are very interesting to be around. I love the coaching I once received that reminded me that to be interesting you must first be interested. As in being interested in the person you are meeting with (at least more interested in them than you are in telling them about you). How much time are you currently devoting in your pre-call plan to identify the questions you intend to ask your prospect that will convey that you are genuinely interested in them and their problems?

In terms of question #2 above, I don’t know of a place you can go to obtain more charisma. Like your IQ, which is typically fully set around the age of 20, charisma is similar. Some people are simply more charismatic than others. But don’t let that deter you. You can still improve your ability to attract, charm, and influence the people around you. All you need to do is to be interested. That may lead your prospect to find you to be interesting (if not even charming).

Learn More About the  21 Core Competencies!

Topics: relationship selling, advanced selling skills


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    Anthony Cole Training Group has been working with financial firms for close to 30 years helping them become more effective in their markets and closing their sales opportunity gap.  ACTG has mastered the art of using science-based data and finely honed coaching strategies to help build effective sales teams.  Don’t miss our weekly sales management blog insights from our team of expert contributors.


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