Many people entering the sales profession have a big question: What skills does a sales executive need to close deals and retain customers? This is not simply about having a natural talent for talking, but rather a combination of skills that can be learned and developed. This article analyzes the skills employers are truly looking for in a Sales Executive.

– Sales skills are divided into two groups: soft skills (communication, listening, negotiation) and professional skills (product knowledge, pipeline management, data discipline).

– Most skills can be developed through practice rather than being innate talents.

– Employers highly value candidates who can identify customer needs and stay on top of KPIs.

1. Why Skills Determine Income in Sales

Sales and business development are among the job sectors with the highest recruitment demand in the market. On CareerLink, the Sales / Business category currently has 15,289 job postings, making it one of the largest recruitment categories. The common salary range, including commissions, is approximately VND 6–30 million per month, depending on the industry, product, and closing ability.

The figure of 15,289 job postings shows that employment opportunities are extensive, but it also means that competition is relatively high. The income gap between VND 6 million and VND 30 million essentially reflects a skills gap, as skilled salespeople often earn higher commissions.

The good news is that most sales skills can be learned and improved over time. Instead of relying on natural talent, you should identify which areas you are still weak in and focus on developing them.

2. Core Soft Skills

If you are interested in career opportunities in this field, you can also refer to the current sales job postings on CareerLink to better understand market demand.

Soft skills are the foundation that helps sales executives build trust with customers. They are what customers perceive first when interacting with a salesperson and are also factors that are difficult to replace with technology. The three key soft skills below are mentioned by most employers in their job descriptions.

Communication and Active Listening

Good communication does not mean talking a lot, but rather conveying exactly what the customer needs to hear. Active listening helps you identify genuine needs instead of imposing a product on the customer. Salespeople who observe both verbal communication and body language can understand customers more quickly and provide more relevant advice.

Negotiation and Handling Rejection

Negotiation is where a salesperson's skills are most clearly demonstrated. A capable sales executive knows how to balance the interests of both parties, maintain profit margins while still ensuring customer satisfaction. At the same time, rejection-handling skills help you avoid giving up when a customer says, “Let me think about it,” and instead turn the rejection into an opportunity to clarify their concerns.

Persistence and a Positive Attitude

Sales is closely associated with frequent rejection, making persistence an essential quality. Those who stay in the profession for the long term are people who view each rejection as another step toward the next deal. A positive attitude and a continuous willingness to learn help you maintain your energy throughout each sales cycle.

3. Professional Skills and Tools

Refer to the article on customer persuasion skills for a more comprehensive perspective.

If soft skills create a positive impression, professional skills create professionalism and efficiency. These skills help you work systematically, measure results, and improve consistently. Employers increasingly prioritize candidates who are proficient in tools and structured sales methodologies.

First and foremost, in-depth product knowledge is essential: you cannot convince others about something you yourself do not fully understand. Next is understanding modern sales methods such as SPIN Selling or consultative selling, which help you ask the right questions and guide customers to recognize their needs instead of making overly direct sales pitches. Finally, pipeline management skills using CRM software, along with discipline in tracking KPIs and sales figures, help you control the entire customer journey.

Skill Group	Demonstration	How to Develop
Communication and Listening	Ask open-ended questions, summarize customer needs	Record calls and listen back to yourself
Negotiation	Maintain pricing, reach win-win conditions	Role-play with colleagues
Handling Rejection	Turn “no” into a question	Develop sample objection-handling scripts
Product Knowledge	Clearly explain benefits, compare with competitors	Study materials, try the product
Pipeline Management	Update CRM, track leads	Use software, conduct weekly reviews
Data Discipline	Follow KPIs, analyze closing rates	Keep a daily sales log

 

Being good at sales is not about forcing customers to buy, but about helping them feel confident in making the right decision for themselves.

– Note: The VND 6–30 million income range includes commissions, so actual variation depends on sales performance, industry, and each company's policies.

– Do not focus solely on closing deals while neglecting customer data updates, because a disorganized pipeline can cause you to lose leads later.

Developing professional skills takes time, but the results are often more sustainable because they are tied to a process. Once you become accustomed to measuring conversion rates at each stage, you will know exactly which area needs improvement to increase sales consistently.

– Advice: Choose one skill to practice each week. For example, practice asking questions using the SPIN model this week, then practice writing objection-handling scripts the following week.

– Read professional books such as SPIN Selling and take online courses to organize and strengthen your foundational knowledge.

4. Frequently Asked Questions

1. Can someone without a natural talent for talking become a sales executive?

Yes. Communication is a skill that can be developed through practice, and many successful salespeople are actually stronger in listening and preparation than in speaking.

2. Which skill is most important for someone new to the profession?

For beginners, prioritize product knowledge and listening skills. These two foundations help you provide advice that matches customer needs before moving on to negotiation.

3. Is it necessary to know how to use CRM software?

It is highly recommended. More and more businesses manage customer relationships through CRM systems, so knowing how to update and monitor a pipeline using such tools is a clear advantage when applying for jobs.

In summary, the answer to what skills a sales executive needs lies in a combination of soft and professional skills: communication, listening, negotiation, objection handling, along with pipeline management and data discipline. With 15,289 job postings, people who systematically develop each group of skills can gain a competitive advantage and expand their earning opportunities over time, depending on their abilities and the industry they pursue.

The content of this article is for reference only. Skill requirements and income vary depending on the industry, products, and individual businesses.

Minh An

Source: CareerLink