--- title: The Most Important Attribute for Success Forgotten by Many | The Sales Blog description: Too many people have forgotten the most important attribute for success. In sales. In management. In leadership. Even for your personal success. image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/shutterstock_129573359.jpg --- ### [Now booking SKO meetings for 2026/27! 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In sales. In management. In leadership. Even for your personal success. This attribute is no longer written about, talked about, or given the attention it once was. It is, unfortunately, out of fashion. This attribute has taken a back seat to things like “[brand](http://thesalesblog.com/2014/07/22/what-are-you-known-for/)” when brand means your social reach. It’s fallen behind ideas like “hacking,” whether that be life hacking or growth hacking or 10Xing your results. In the age of selfies, this attribute is overshadowed by fame, even as more people are [famous for being famous](http://thesalesblog.com/2014/11/14/famous-for-what/) or for being provocative. Or for demonstrating a lack of this attribute. The most important attribute is character. ## The Role of Character in Sales No one wants to buy something from a person  they believe lacks character. You can’t trust someone without character. Even when someone is likable, a lack of character prevents the relationship from going any further. The more risk there is, the more character matters. Once you demonstrate a lack of character, you eliminate the possibility of success in sales. No one wants to buy from you if you lack character. You can’t be [sketchy or self-oriented](http://thesalesblog.com/2015/04/07/7-ways-you-prove-that-you-are-self-oriented/) and sell. ## The Role of Character in Management As a manager, you need to have character. A few months ago, a number of readers of this blog and my Sunday Newsletter noticed that their manager was [plagiarizing](http://thesalesblog.com/2015/10/28/plagiarism-isnt-a-content-marketing-strategy/) my work. They wanted to report their manager’s lack of character to his leader, and they wrote to me to tell me that this offense made it difficult to work for him. Their view was that his lack of character in this instance was evidence that he lacked character in other areas. If some part of your work is dishonest, it leads people to believe that you are dishonest in other areas. ## The Role of Character in Leadership Leadership is built on character. A leader is the person who can be counted on to do the right thing even when the right thing is difficult. They’re the person who not only helps to create and maintain the values of the organization they lead, [they also embody those values](http://thesalesblog.com/2014/08/03/the-leadership-playbook-leaders-teach-values/). The leader’s character becomes the character of the organization they lead. Character counts. If you want to sell more, then be someone worth buying from. That means character. If you want your people to follow you, then provide them with the example of what you want from them. Focusing on the [quiet work](http://thesalesblog.com/2012/04/27/do-the-lonely-work/) of character is more powerful than attention. It’s important to be known, but it’s more important that you are known for the things that make you worth knowing. ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2016](https://www.thesalesblog.com/blog/tag/2016) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on May 30, 2016 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. 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What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?** [![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035) ### Join my Weekly Newsletter for Sales Tips Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE! --- ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2021-09-17T1:35:44 PM", "datePublished" : "2016-05-30 19:47:50", "description" : "Too many people have forgotten the most important attribute for success. In sales. In management. In leadership. 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