Written By Jeffrey Gitomer

KING OF SALES, The author of seventeen best-selling books including The Sales Bible, The Little Red Book of Selling, and The Little Gold Book of Yes! Attitude. His live coaching program, Sales Mastery, is available at


Everyone wants to be persistent. Very few people know how.

The secret is equating it to experiences where you persisted and WON! Maybe to a goal. Maybe to a sale. Maybe even to something in your personal life, like a date. Whatever it was, equate it to what you want. When you do, you will immediately see how to win.

Here are 14.5 additional elements that will help you in your quest to achieve:

  1. Achieve and maintain a positive attitude. You become what you think about.
  2. Develop, define and act on clear goals. Goals are the roadmap to success. You may have to change direction, but don’t quit or turn back.
  3. Unyielding determination. Having self-drive. Don’t dwell on the problem, concentrate on the solution.
  4. You must have energy. This means health on top of attitude.
  5. Persistence is selfishness. Wanting to do it for yourself.
  6. The ability to take NO for an answer and not quit. It takes 7-10 exposures for the average yes. As a kid in the supermarket you screamed and were willing to get hit to get a yes from your mother. You will hear the word ‘NO’ 116,000 times in your lifetime.
  7. Get support from others. There is nothing like an occasional “way to go”.
  8. Ask for help if you need it or don’t know the answers. Getting help is often the difference between achieve and fail to achieve. If you need money, reach for your own wallet – others will (almost) never lend when you really need it. If you need it, don’t show it.
  9. Keep a constant sense of humor. Good humor will create winning situations.
  10. Believe in yourself. You control the most important tool in selling, your mind.
  11. Believe in what you’re doing. If you don’t, no one else will, if you do others will follow. Show pride.
  12. Be prepared. Be ready to make the sale or achieve the goal with tools, questions and answers. The will to win is nothing without the will to prepare to win.
  13. Create your own luck. Luck creation – develop good habits/execute solid fundamentals. Self-management (priority not pressure). Timely, consistent hard work makes luck. Make every day as productive as the day before you go on vacation.
  14. Follow-up, follow-up, follow-up. If it takes between five and ten exposures before a sale is made or a goal is accomplished, be prepared to do whatever it takes to get to the 10th meeting. The essence of persistence is follow-up.

14.5 To get commitments – you must give commitments. Live up to yours to set an example for others to live up to theirs. Whatever you do, do it passionately. Failure is an event, not a person.

Every obstacle presents an opportunity…
If you’re looking for it. You only fail when you quit.