Why do some professionals face challenge after challenge but always manage to get back on their feet and find a new way to win? But others who are at least as smart and well educated either plod along in their careers or crumble when they face a crisis?

Why is it that some professionals do excellent work but their achievements aren't noticed? They are expert and accomplished but they don't attract the interest of potential clients, bosses or mentors.

There is a growing body of research addressing the intriguing question of why job performance can vary so much among similarly qualified professionals. Psychologist Martin Seligman, best known for his groundbreaking work on optimism, is one of those who has been exploring the characteristics that distinguish high achievers.

Seligman's work suggests that intelligence is associated with career success, but – once you have acquired your college degrees and other entry credentials – it may account for less than you expect. His research suggests that IQ may account for as little as 25% of differences in performance among similarly qualified workers.

One characteristic that does seem to set apart the most successful from the least successful is persistence. Research on gifted and talented people suggests that “task commitment” – the ability to persevere – is an essential characteristic of giftedness, ranking in importance with ability and creativity.

And persistence can be a key to succeeding at many tasks that encompass some element of sales. Often our efforts to market ourselves, a product or even a concept fail simply because we give up far too soon. We become discouraged when success isn't immediate. We fear rejection and fold when it occurs.

Sheer perseverance can be the secret to achieving success in your marketing efforts. As you explore whether a new level of persistence could bring you better results, consider these strategies:

Below is a book review, as well as a link that will allow you to buy the book directly from Amazon.com. For reviews of other helpful books, along with Amazon links, go to the books page of Bev’s website. If you buy a book this way it will contribute to the cost of distributing Bev’s Tips, and be much appreciated.

Use What You've Got, by Barbara Corcoran with Bruce Littlefield, 2003.

Barbara Corcoran, who has been called “the Queen of New York Real Estate,” started her empire at age 23 with a $1000 loan from a boyfriend. She didn't have education or contacts, but she relied on charm and shear grit to market herself and create a firm that now brings in $2 billion a year in revenue.

This book is part lighthearted memoir and part insightful business guide. It's organized around a series of life lessons, like “if you don't have big breasts put ribbons on your pigtails.”

Despite the snappy text, the book includes plain speaking about important aspects of business. For example, Corcoran makes a strong case for improving your business processes under the heading, “if there's more than one kid to wash, set up a bathtime routine.”

At the end of the book, there's a “bonus manual” entitled, “What I Wish Every Salesperson Knew.” The manual says that “great salespeople get knocked down like everyone else, but take a lot less time getting up.”

Buy this book.