We sure do love our shortcuts, don’t we? Technology has only amplified that temptation as it evolves faster than most of us can keep up. When salespeople believe they’ve discovered a tool that can magically generate new business without effort, there’s a sense of relief—finally, something that can do the hard part for us. I’ll admit, there are some impressive tools available today that can absolutely support sales activity. What I have not seen, however, is technology that replaces the discipline, consistency, and effort required to be successful in sales. I don’t fault anyone for wanting an easier path, especially when it comes to the most uncomfortable parts of the job, like prospecting and cold outreach. What does concern me is when goals aren’t achieved and we act confused as to why. More often than not, the answer is simple: we didn’t put in the work we knew was required. We avoided the grit and the grind that success demands.
If science could invent a single shot that delivered weight loss without effort, surely it could do the same for new business development, right? Yet we all know how that story ends. The people who consistently lose weight—and keep it off—are the ones willing to embrace the process. Sales works the same way. Those who accept the grit and commit to the grind are the ones who build lasting success. By grit, I mean accepting that the process is uncomfortable, repetitive, and sometimes discouraging. By grind, I mean executing that process day after day anyway. That’s where real sales strength is developed—not in the latest AI platform. Imagine trying to lose weight, falling short of your goal, and refusing to look at your calorie intake or activity level to understand why. We do the same thing in sales when we avoid honest conversations about our behaviors and activity levels. You simply cannot bypass the grit and grind required for success, but you can get better at embracing it. Here are five ways to do exactly that.
- Track activity, not just results – Sales outcomes lag behind behaviors. Measure calls made, conversations held, follow-ups completed, and meetings scheduled. When results fall short, the data will tell you why.
- Commit to uncomfortable consistency – Motivation fades quickly. Discipline does not. Block time for prospecting and protect it, even when you don’t feel like it—or especially when you don’t.
- Separate tools from effort – Technology should enhance your activity, not replace it. Use tools to improve efficiency, organization, and follow-up, but never as an excuse to avoid direct outreach.
- Review weekly, not emotionally – Instead of reacting emotionally to a bad week, review it objectively. What did you do? What didn’t you do? What needs to change next week?
