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Is there one word that defines success? Yes, there is. It’s attitude. And I’m certain that you have read or been told that a positive attitude is the key to success. Not quite.

Attitude is defined as the way you dedicate yourself to the way you think. Your thoughts can be positive, neutral or negative – and you choose them. You choose the way you think, the way you speak and the actions you take. Positive, neutral or negative.

What are your attitude thoughts, expressions and deeds? What are your attitude choices? Are you ready to win or thinking you’ll probably lose?

Attitude comes in many formats and circumstances. If you segment your attitude thoughts, you’ll be able to focus more on a positive process and have a greater impact on the outcome.

You have always known that you must have a positive attitude, yet many (most) of you don’t. I wrote a book called “The Little Gold Book of YES! Attitude” to help people, including salespeople, gain greater insight into the process of attitude achievement.

Here are several specific attitude elements and insights that may help you better understand and maintain your positive attitude during those situations, opportunities and moments when it counts:

Sales Attitude. Business is down, and you need to make more sales NOW. Do you believe you’ll make the sale BEFORE you make a call or get to an appointment?

Value-First Attitude. The customer wants value, not a sales pitch. Are you thinking about how you can bring value to others BEFORE you make a sales call?

Can-Do Attitude. You’re challenged to get a project done or make that big sale. Do you believe you can do it BEFORE you attempt it?

Relationship Attitude. You know it’s more than a sale. It’s creating a long-term, value-driven association. Is your mind set on what you can do to build relationships?

Winning Attitude. You know it’s your turn to win. Do you think about winning AND believe you are a winner BEFORE you win?

Profit Attitude. There are two sides to profit. Do you believe you will get your price AND that others will profit as a result of dealing with you and buying from you?

Service Attitude. To serve is to rule. Are you thinking, “How can I be my BEST at serving others?”

Loyalty Attitude. You know that loyal customers breed more sales and greater profits. Do you believe that the actions you’re taking will lead to more business and referrals from each customer?

Money Attitude. You know it’s not just making money; it’s EARNING money. How do you think about money? Do you believe you are earning your money BEFORE you receive it?

Success Attitude. Everyone strives for success in his or her own way. A huge part of success is believing that you will achieve it. Do you dedicate time to think about your success and what it will take to make it?

Fulfillment Attitude. Fulfillment is a level beyond success. It arrives after you have achieved beyond your dreams and are at peace with your life and your relationships. You may not be fulfilled at the moment; very few people are. But you must think and BELIEVE that fulfillment is possible.

Five-Year Attitude. Even though the achievement of attitude and the maintenance of attitude is a daily process, you must have a vision of your thinking. Where you will be five years from today will be determined by the actions you take today, and day by day.

Jeffrey Gitomer can be reached by phone at (704) 333-1112 or by e-mail at salesman@gitomer.com. © 2008 Jeffrey H. Gitomer