Are you the type of salesperson people want to buy from? There’s an easy way to answer that question. How many of your phone calls go unreturned?

Last week, I “typed” a group of less than stellar salespeople. The bad ones and the ugly ones. This week, it’s the near-good, the good and the great. Take a look at these characters and their characteristics. Then take a look in the mirror.

As you read, I’m certain you’ll find a few types to identify with. Be careful. It’s not just a matter of having good sales characteristics. It’s a matter of mastering them. You can’t just say, “Yeah, that’s me.” Rather you say, “How good am I at them?” That’s the real test of who you are and what your skill level is.

Here are the characters and characteristics of good and great salespeople. NOTE: You may possess characteristics of several characters. (If you missed last week’s article, it’s posted on www.gitomer.com.)

Building a foundation for short-term success and long-term wealth, Mr. Relationship understands that sometimes you have to sacrifice short-term gains in order to build for the future. He doesn’t focus on quotas. He focuses on “best.” Every sales manager wants this salesperson on his or her team. With Mr. Relationship, there are always fewer complaints from customers and more reorders.

Mr. Humble (an endangered species of the salesperson) gets the job done by sticking at it until he wins. Customers love him, he loves to serve, he gets the order, he makes a fat commission, he brags to no one and he is grateful for his job. Cut his veins and he bleeds the company’s colors, but he always has the customer’s best interests at heart.

You don’t have to wonder whether Mr. I’m Successful is successful. He’ll tell you himself. He’ll tell you by the clothes he wears. He’ll tell you by the car he drives. He’ll tell you by the names he drops and the vacations he takes. Yes, there has to be some achievement behind his displays of success. But you have to ask yourself “at what price?” He would be a much more successful guy if he would Vulcan-mind-meld with Mr. Humble.

In order to become successful, in order to build relationships, in order to become a superstar, there has to be a foundation of consistency. Ms. Consistent has it in spades. Customers love consistency, because they know they can rely on and depend on the salesperson to meet or exceed their needs. I believe consistency to be one of the best qualities a successful salesperson can possess. That consistency can be learned — you just have to practice every day.

Ms. Hustle doesn’t have all the skill in the world. But she loves to serve, returns phone calls in an instant, is the master of new technology, and customers love the woman because they can depend on her. Ms. Hustle is loyal to company and customers alike. She doesn’t sell by the book, but she always sells by the rules.

Better than Mr. I’m Successful, Mr. Superstar has managed to build relationships over an extended period of time and derives incredible income from having fun with customers. A round of golf, a sporting event, a nice dinner. Mr. Superstar will get a call from a customer telling him that a competitor has come in the door and was promptly asked to leave. Mr. Superstar is both a consultant and a trusted adviser. He has established relationships and has gone beyond his own success to help customers build their business — so he can earn more of his. You may not like every characteristic of Mr. Superstar, and he has a bit of an ego, but it’s because he’s doing things the right way. I’ll throw this challenge at you: If you feel Mr. Superstar is a bit arrogant, you may be confusing his arrogance with his self-confidence. And you may be confusing his ego with your envy.

Mr. Gitomer. I don’t claim to be a perfect salesperson. I do claim to be the best salesperson I know. I tend to take more risks when trying to make a sale or create a buying atmosphere. Does it work all the time? Grab a handful of reality, Sparky. Nothing works all the time. But my strategy does work most of the time. And there’s an added bonus. I’m having a blast at it. I’m doing what I love. And I’m earning a good living helping customers and helping salespeople. I look forward to helping you.

Great salespeople are not born or made. They evolve over time based on their dedication to excellence and their willingness to serve.

If you’d like a list of the characteristics of a GREAT salesperson, go to www.gitomer.com, register if you’re a first-time visitor, and enter SALES GREATNESS in the GitBit box.

Jeffrey Gitomer can be reached by phone at (704) 333-1112 or by e-mail at salesman@gitomer.com.