Sales & Marketing: Say Yes to Success
In the publication “Jeffrey Gitomer’s Little Gold Book of YES! Attitude: How to Find, Build and Keep a YES! Attitude for a Lifetime of Success,” Prentice Hall, the author tells readers it is the thoughts behind the words they speak that create their attitudes. “At the beginning of any task, more than anything else, your attitude will affect its successful outcome,” asserted Gitomer. The 200-page book features five main sections that deal with evaluating current attitudes, and then mastering and maintaining more positive ones.
Gitomer observed that a positive attitude comes from within, and the more people work on their attitude, the less vulnerable they become to the negative aspects of it. “A positive attitude has nothing to do with what happens to you. It’s what you do with, and how you react to, what happens to you,” he said. “It isn’t the rain, the snow, the boss, the competition, the spouse, the money, the car, the job or the kids—it’s you! And it always has been.”
The easy-to-read publication is filled with insightful exercises, motivational sayings and clearly laid-out steps for recognizing certain thought patterns and learning to put a positive spin on any given situation.
In one attitude-action lesson, Gitomer explains what happens simply by using the words “thank you” instead of “I’m sorry” when dealing with disgruntled customers. “When people yell at you or blame you, do not grovel, blame someone else or say you’re sorry,” suggested the author. “Just say ‘Thank you, I appreciate you bringing this to my attention. Now that I know about it, I can fix it right away.’ These words clearly state an implied apology, a desire to take action and a ton of self-confidence. I’m sorry is a state of being. If you state it enough, you become it.”