Persistence vs. Persuasion: Which Sales Trait Should You Hire For?

How much of sales success comes from skill and how much comes from simply being willing to keep going?Ian and Frank tackle the question of whether great salespeople are born with exceptional talent, built through training, or simply willing to put in more effort and follow up longer than everyone else.Ian shares a story about an eight-year relationship that eventually turned into a new client. Not because of one perfect pitch, but because of years of small follow-ups, helpful content, check-ins, and staying in the game.Frank shares a similar story from his time in home sales, when a prospect disappeared for 17 months before eventually walking back into his model home carrying every single piece of mail Frank had sent her. She was finally ready to buy.From there, the guys break sales down into its fundamental pieces: live traffic, follow-up, creativity, skill, and persistence. They discuss why simply showing up isn't enough, why follow-up needs to be helpful rather than repetitive, and why “no” often means “not right now” rather than a permanent rejection.They also dig into the difference between effort and effectiveness. Being relentless matters, but managers also need to make sure their salespeople are actually converting that effort into results. A salesperson can make hundreds of calls and still struggle if they haven't developed the skills to turn those conversations into business.Ian and Frank discuss how managers can build systems that help average salespeople become more consistent, how to audit the “graveyard” of old leads, how to prioritize future pipeline equity, and why the work you do today may not pay off for months.They also explore why salespeople burn out, why some people leave the profession when things get difficult, and why the ability to tolerate rejection and keep going can be one of the biggest competitive advantages in sales.Because ultimately, sales isn't about hitting a home run every time you swing.It's about staying at the plate long enough to get another pitch.Got suggestions for future episodes or advice for the hosts of this podcast? Email ian@5on4.group to get in touch with Ian and Frank. Interested in group or individual management and executing training with Ian Mathews?  Check out 5on4 Group’s Leadership Essentials: 12-Week Course. Interested in investing in one of Frank’s upcoming projects?  Check out Cava’s upcoming projects and investment opportunities and contact us here. Let Me Speak To A Manager is the definitive podcast for management training, career navigation, and high-stakes negotiation. Hosted by Frank Cava and Ian Mathews, this show pulls back the curtain on what it takes to build wealth, lead elite teams, and master the psychology of business. Frank (CEO of Cava Companies) and Ian (CEO of 5on4 Group) bypass the fluff of "business school theory" to give you raw, actionable strategies from their 50 years of combined experience in Fortune 500 executive leadership and entrepreneurship. Each week, we dive into: Career Advancement: How to ask for a raise, land a promotion, and stand out in any company.Leadership & Culture: Building high-performing teams and scalable business cultures.Sales & Persuasion: Mastering the art of the deal and the psychology of marketing.The Success Mindset: Overcoming procrastination and glass ceilings to achieve your goals. Whether you are a first-time manager, an aspiring executive, or a founder building from scratch, Frank and Ian offer a unique, blunt, and often humorous "riff" on the triumphs and failures of the corporate world. Join us to get the inside track on how to make yourself the most valuable person in the room. If you listen to any of the following shows, we are sure that you will like ours too! Diary Of A CEO with Steven BartlettThe $100 MBA Show with Omar ZenhomThink Fast Talk Smart: Communication Techniques with Matt Abrahams