Hero Salesperson Through Procurement’s Eyes – What Does a Great Salesperson Really Do?

In the sales world, there’s a myth of the hero salesperson – someone who would go through walls, never gives up, and ultimately closes the deal by any means necessary. But from the buyer’s perspective, what does a hero salesperson actually do when the experience is positive, and the collaboration continues?

From the procurement perspective, a hero salesperson isn’t just a pleasant individual but a partner from whom more can be expected, required, and demanded. They don’t shy away from tough questions; they add value to the conversation and know how to operate within the buying logic – not against it. The hero salesperson knows their product but also understands the customer’s reality.

In this blog, I examine the qualities of a hero salesperson through three lenses:

1. Strategic Collaboration – understanding, positioning, and alignment

2. Psychological Dimension – ego states, adult ego, and transactional analysis

3. Experiential Observations – what do customers truly appreciate?

Finally, I provide five practical tips for better collaboration between sales and procurement.

1. Strategic Lens: Understanding – Positioning – Alignment

A hero salesperson doesn’t push their agenda. They understand the buyer – their goals, pressures, and decision-making logic. They know how to position their offering within the buyer’s world: not just as a product or price, but as a solution to a business need.

Additionally, the hero salesperson aligns: they don’t just follow the sales process but consider the buyer’s processes, schedules, and dynamics. They build a bridge between the sales and purchasing logics. Thus, buying doesn’t feel burdensome but easy.

2. Psychological Lens: Ego States, Transactional Analysis, and Adult Ego

The hero salesperson’s interaction style is based on the principles of transactional analysis – particularly the so-called ego states. According to this theory, individuals operate from three different ego states: Parent, Adult, and Child.

The hero salesperson operates from the Adult ego state:

• They don’t succumb to a submissive or compliant “Child role”.

• They also don’t control, advise, or belittle like the “Parent”.

• Instead, they engage with the buyer as an equal – honestly, calmly, and respectfully.

In practice, this means:

• Listening before speaking

• Presenting facts and options

• Reading the situation without overreacting or underestimating

Such interaction creates a sense of security and trust – an engagement where both parties feel heard, not manipulated.

3. Experience Lens: What Does Good Sales Feel Like to the Customer?

In a workshop with an entrepreneurial team, we described situations where sales genuinely felt good. These experiences weren’t about price, product knowledge, or technical facts – but about feelings and encounters:

Customer Experience	Hero Salesperson’s Skill
“I felt welcomed”	Presence that builds trust
“They considered my best interest”	Working on behalf of the customer, not just for the sale
“They made me forget about the price”	Making value visible
“The conversation felt unhurried”	Full presence and situational awareness
“I wanted to continue collaborating”	Long-term trust building

From these situations, one common thread emerges: the hero salesperson makes the buyer feel that they are not the “target of a sale” – but a person receiving help, understanding, and partnership.

Tips for Better Collaboration: Sales & Procurement

1. Ask, Don’t Assume

Salesperson – don’t offer before you understand. Take time to comprehend the buyer’s situation and challenges.

2. Make Value Visible

Help the buyer grasp the business benefits – don’t just talk about features or price.

3. Engage Adult to Adult

Create a safe, equal atmosphere for discussion. Decisions aren’t pressured but prepared together.

4. Be Present, Not Just Quick

An unhurried atmosphere increases trust. When the customer feels heard, stronger decisions are made.

5. Build Bridges, Not Walls

The worlds of sales and procurement differ – the hero salesperson acts as a translator and aligner, not an adversary.

Hero Salesperson Through Procurement Eyes - Conclusion

The hero salesperson through procurement eyes sn’t a hero because they can sell anything to anyone. They are a hero because they make buying easier, build trust, and make collaboration smooth.

Procurement can and should expect this from a hero salesperson:

• That they understand procurement’s goals and processes

• That they don’t just present but help structure the purchase decision

• That they responsibly position themselves as part of the supply chain and shared success

When sales and procurement understand each other better, there’s less friction – and more value.

I’ve written over 140 blog posts about procurement development, its role, and its potential. If you found this story helpful, I encourage you to explore more—each post shares lessons, experiences, and practical insights from various industries and situations.

If you’d like to discuss how procurement could be developed in your organization, feel free to book a time directly in my calendar:

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