A career in sales requires listening, networking and creative skills, writes John Downes.

The chances are there is somebody in your class who was born with the "gift of the gab". We all know the types - they can convince you black is white - butare such individuals born salespeople?

While being able to market your products to others is important, how important is the personal touch in generating new business, and what are the other skills you need to work in the marketing and sales area?

Mr Niall Kelly, managing director, Salesjobs.ie, a recruitment website which focuses on the sales industry, believes individuals who reach the financially-rewarding top of the sales tree combine determination, ambition, hunger, the ability to be a self-starter and a desire to succeed.

However, it is essential that they are also able to listen to what their clients are saying.

"You have to make sure your clients get what they need by asking the right questions," he explains. "Once they realise you are batting for them, they will trust you." A thorough knowledge of your chosen sector, including an awareness of the challenges it faces and who the "big players" are, is essential, Mr Kelly adds, as is the ability to network.

"You have to be hard working. A senior salesperson will work outside normal hours and a lot of business is done at the golf course or a charity gig," he says.

He points out that if you are introduced to a buyer at a charity ball, when you next contact them they will remember you, putting you ahead of your competitors.

"You need a hard neck to do sales," Mr Kelly says. "If you are making 30 calls a day, you have to be able to deal with rejection, but the smart sales representative will realise it's a numbers game."

These skills can be refined through training in techniques such as how to "cold call" potential customers, presentation skills and networking skills, he adds.

The lines between sales and marketing are increasingly blurred, says Mr Gerry Butler, commercial director, Xtravision.

In recent years, Xtravision has diversified its product range from movie rentals to include games, mobile phones and other home entertainment products, which has required the development of new marketing and sales strategies.

"You need a creative side. You need to know what would interest you as a consumer, as opposed to what you think the customer would like to have," he says. "You also need to be able to plan out what you're doing to make your proposition to your customer self-evident."

Experience of working in a marketing environment is also essential, and, while a lot of marketing is based on theory, he believes the experience of having to work to deadlines is invaluable.

This also teaches you how to deal with changes in the marketplace. For example, if your competitor cuts their prices, do you react by following them, or do you adopt a different approach?

"You have to be passionate about what you do," Mr Butler believes. "I like people who are opinionated, but who are also prepared to change their minds - and you have to be analytical."

With the growth of the economy, many businesses are looking to expand into other international markets.

Mr Gerry Murphy, of Enterprise Ireland, the Government agency responsible for the development of Irish industry globally, says a business background and experience is needed to do this.

He says understanding the local language and culture should not be underestimated either.

"If you put a salesperson into a country, get somebody from that environment," he advises.

The cost of doing this can be prohibitive for small companies, but he believes it is well worth the investment in the long term.

Next week: Production and manufacturing. Email your comments to: business2000@irish-times.ie.