In sales, the difference between those who make quota once and those who consistently surpass it year after year isn’t just charm, product knowledge or a network of contacts. It’s something far less glamorous and far more powerful.

It’s grit.

Angela Duckworth, the psychologist who popularized the concept, defines grit as the combination of passion and perseverance for long-term goals. It’s not about one heroic sprint. It’s about having the stamina to keep going when deals fall through, clients ghost you and the pipeline feels empty. Sales leaders who embody grit don’t just survive the grind; they thrive in it.

The Army’s Grit Test: A Lesson in Resilience

When Duckworth studied grit, one of her earliest proving grounds was the United States Military Academy at West Point. Every year, thousands of cadets enter ‘Beast Barracks,’ a brutal initiation designed to test mental and physical limits. Imagine, little sleep, demanding mental and physical tests that push you to the limit day after day. On paper, every cadet is a superstar—top of their class, varsity athletes and student leaders. Yet, many don’t make it.

So, what separates those who stay from those who quit? It’s not IQ. It’s not athletic prowess. It’s not leadership skills on a résumé. It’s grit. Duckworth’s 12 question survey to measure grit predicted success better than any other attempt before. The questions were surprisingly simple:

• Do you finish whatever you begin?
• Setbacks don’t discourage me. 
• I don’t give up easily.
• I have overcome setbacks to conquer an important challenge.

When applied to our professional life, these questions take on a whole new dimension. Every deal that stalls, every client who chooses a competitor, every quarter that ends short of goal—these are your Beast Barracks.  The folks who thrive in their professional and personal lives are those who answer “yes” to those grit questions not just once, but over and over.

If you’ve heard me speak, you’ve likely heard the story of Kyle. Kyle is the one young man who’s played for me that most embodies grit. I told Kyle he wasn’t good enough by not selecting him to our university’s varsity team, not just once, not just twice, but three years! Much to my surprise—and delight—he made it impossible for me to stand by my original words. Kyle eventually proved me wrong. His grit changed his destiny. Kyle kept working and improving, seeking feedback and putting in the effort. By the end of his university career, he became the starting center back who saw us to an undefeated season and our first run at the National playoffs.

That’s the lesson: grit overcomes obstacles. You can’t control what your organization really needs at any given time. Your role might not be up for promotion for any number of reasons. You also can’t control who else applies when your coveted role opens up. There may be an external candidate with way more experience or speaks another language. Talent alone is usually not enough to see you through to success.

Why Grit Matters for Sales Leaders

Sales is not a profession for the faint of heart. Every leader in this space knows the gut-punch of rejection, the exhaustion of chasing prospects and the constant pressure of quarterly targets. Here’s the truth: talent will open the door, but grit keeps you in the room.

Consider these challenges:

• High rejection rates. Only the gritty keep dialing after the tenth, “No.”
• Long sales cycles. Big deals can take months—or years—to close. Perseverance is the only fuel that sustains momentum.
• Team leadership. Your people watch how you respond to adversity. Do you fold or do you push through? Your grit sets the tone.

So…how do you build your grit?

Duckworth’s research reminds us that grit isn’t fixed. It can be cultivated. Start with her questions:

1. Do I finish what I begin?
• In sales, this means not abandoning a lead because it got hard. Following through separates closers from quitters.
2. Do setbacks discourage me?
• When you miss quota, do you shrink, or do you double down with new energy?
3. Have I overcome setbacks to conquer an important challenge?
• Reflect on the last time you pushed through failure. What did you learn that you can apply to today’s deals?

These aren’t rhetorical questions. Write them down. Answer honestly. Then, ask your team to do the same. The conversation that follows may be the best sales meeting you’ll ever run.

Grit over talent, charisma and smarts every time!

As leaders, we often want to be remembered for brilliance, charisma or strategy. The truth is, those fade. What people will remember—what will ripple through your team long after you’re gone—is your grit.

Kyle learned the most valuable lesson outside of the classroom I could teach him. Success begins with showing up when everything in you wants to stay home. Breakthroughs only happen for those who keep trying.

Life will always test our limits. The question is, will we have the grit to push through? In the end, grit isn’t just about reaching your goals—it’s about inspiring others to believe they can reach theirs too.