The grit behind every sale

The Grit Behind Every Sale Why Resilience is Key to Success

Sales is a tough business. Weeks or months of effort can culminate in a deal that falls through due to factors beyond your control, such as a contact changing jobs, budget cuts, or simply going silent. It's disheartening, but those who have been in sales for any length of time know that setbacks are an inevitable part of the game.

The Difference Between Success and Burnout

In business-to-business (B2B) sales, where sales cycles are longer and decisions involve multiple stakeholders, the impact of a setback can be particularly significant. I recall working with a team pitching a major logistics software to a multinational company. We navigated three rounds of technical reviews, procurement checks, and alignment meetings only to have the deal stall due to a leadership change. It felt like a punch in the gut, but instead of folding, we followed up, remained visible, and found another inroad through a regional office. A year later, we closed a smaller but still meaningful deal with them – not what we originally aimed for, but a win nonetheless.

The Power of Resilience

Setbacks in sales come in various forms, from pricing issues to timing and internal politics on the buyer's side. External factors like economic downturns, policy shifts, or global pandemics can also disrupt everything. I've seen Filipino exporters hit hard when sudden trade restrictions made shipments impossible, and coconut oil producers lost long-standing buyers from the EU due to new regulations.

Don't Take Rejection Personally

Resilience in sales isn't about being impervious to setbacks; it's about being able to absorb the impact and bounce back. I've had moments where I needed to step away from my laptop after a bad call or lost deal, but the next morning, I'd be back at it – analyzing what went wrong, refining my pitch, and moving on to the next lead.

Celebrate Small Wins

A sales manager I admire once shared with me No is not forever. It's just not now. In B2B selling, timing is everything. You might be offering exactly what a company needs, but if they're not ready – organizationally or financially – it won't happen. However, staying top of mind, checking in without pushing too hard, and offering small bits of value in the meantime can make a significant difference.

Trust is Key

In my experience working with small and medium-sized businesses in the Philippines, trust is everything. You might get rejected not because your product isn't good, but because the buyer doesn't know you yet. I recall pitching a marketing software platform to a local developer who politely declined due to being not ready. I shifted focus – inviting them to a webinar, sharing industry insights, and offering access to a free demo. Six months later, they reached out, saying they liked how we didn't push too hard and were now open to talking. That deal closed faster than expected because the groundwork was already there.

Having a System Helps

Rejection doesn't always mean something's wrong with your offer; it might simply mean you're early or late, or that something internal is happening on the buyer's side. If you take every no personally, you'll never last in sales. It's about controlling what you can control – your mindset and approach.

Conclusion

Resilience in sales isn't about pretending everything is fine when it's not; it's about staying in the game even when things aren't going your way. Whether you're pitching to a Fortune 500 company or a local buyer, setbacks will happen. What matters is what you do next – keep showing up, keep learning, and above all, don't let one bad deal make you forget all the good ones still out there.

About the Author

Rey Lugtu is the founder and CEO of Hungry Workhorse, a digital, culture, and customer experience transformation consulting firm. He teaches strategic management and digital transformation in the MBA Program at De La Salle University. You can reach him at [email protected].

Edward Lance Arellano Lorilla

CEO / Co-Founder

Enjoy the little things in life. For one day, you may look back and realize they were the big things. Many of life's failures are people who did not realize how close they were to success when they gave up.