The most important characteristic in sales is enthusiasm, according to a book reviewed by MortgageDaily.com which was written by a veteran salesman and author who spent time originating residential loans. The Greatest Sales Book Ever Written: How To Become A Top Sales Representative Or The Best At Anything You Do was written by Dean Gould, who shares his philosophy of sales and life success which he says are intertwined. "Desire and passion are more important traits to a sales person than knowledge and experience," the book says. Gould says he favors the adage that successful sales is 65 percent enthusiasm.

Apart from the emotional aspects, one strategy Gould recommends for success is to write down specific goals and targets to accomplish and then go after it with great perseverance.

"This concept transformed me from being an average, good sales rep, during my first year in medical sales, to becoming a top sales rep, performing in the top 10% year after year," he wrote. "As a manager, the first thing I require of a struggling sales rep, is that they write a list of goals and targets."

Other strategies Gould discusses in the 165-page paperback include knowing the customer by understanding their personality and determining their needs by asking solid, open-ended questions.

Showing respect, honesty and gaining their trust can lead to becoming a part of the customer's team, the book says.

"Once you reach this level, it becomes very hard for you to lose business because your customers have so much trust in you and you bring so much value to them," Gould writes.

Gould says the hardest challenge faced by most sales people is overcoming their fear of rejection and advises to take that challenge head on.

"The more you put yourself in uncomfortable situations; the more you get out there and start 'detailing' your product, the better you are going to get," he explains. "You will eventually obtain so much confidence in your presentations and in yourself that you can be put in almost any situation and you will shine."