Relentless – I like that word. It means “unceasingly intense”.

I also like the word Persistent, which means “able to bounce, withstand or recover quickly from difficult conditions”. And “continuing firmly or obstinately in an opinion or course of action despite difficulty of opposition”. These are good attributes for salespeople.

Sales is not for everybody, especially those who give up too easily or are easily discouraged. Salespeople need to press on, especially when things aren’t going their way, which is often.

Authors Chester and Gary Karrass give good advice. They say, “Don’t let your job get to you”. They say that salespeople spend only a fraction of their working week in positive situations, signing up agreements, getting a ‘yes’.

Much of their time is spent hearing reasons why buyers will not buy, hearing the word ‘no’. This time spent in negativity can gradually wear salespeople down, leading them to think that most clients are not going to buy. This puts them off asking for business.

Have you ever heard the real estate saying, “Buyers are liars”? This is a classic example of letting our sales job get to us.

Regular Rejection

Since our job description requires us to put ourselves in the path of regular rejection, we need some resilience and persistence to keep going and to ask again for the order. And when it comes to pursuing our goals, who couldn’t do with a bit of relentlessness, or unceasing intensity?

It can be too easy to walk away from a client after they have said their first ‘No’. With persistence you will keep asking questions and keep presenting, and then ask for the order again and, I hope, again if necessary.


We have all experienced setbacks when working towards a goal. To get up and have another go is what differentiates winners and those who quit too soon.

Relentlessness, Persistence, and Resilience. These are attributes that, with practice, you can develop and strengthen. It all begins by resolving to keep going.

If what you are pursuing is a worthwhile goal, and if you are not hurting others or yourself, don’t quit – keep going. If you want it badly enough, you will find a way to make it happen.

The more you try, the closer you get to success.

Gary Pittard
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