Your best salespeople may hear “no” a dozen times before someone says “yes”—and yet thrive. By understanding what keeps them going, you can uncover better ways to lead and motivate them. There’s something about sales that fascinates us. We have to admire the salesperson’s endless resilience in the face of constant rejection, his certainty that things will work out in the end. At the same time, we’re repelled by the job because of what it does to the people in it