The acronym I use here is PEYSOF attitudes:-
The bookshops are full of Motivational and Self Help books that work on improving your Positive Mental Attitudes, so I will just keep to those that are intrinsic in the selling process. You (yes you, yourself) have to exhibit a positive mental attitude towards your product, employer, yourself as a professional, the customer you are talking to and the future outcome of the relationship and business transaction. Cynicism (even scepticism) may amuse you, but it will not help you make a sale. Do you want the customer to remember you as an amusing conversationalist and buy from your competitor, or remember you as exhibiting SHEAF qualities and PEYSOF attitudes and buy your product or service.
Why must you have a positive mental attitude towards these issues in particular, rather than just a have a happy outlook on life in general? The components of the acronym are reminders of the various aspects of a proposed solution. A solution is not just a product or a service it is the experience of doing business and a faith in a future outcome after the customer buys.
If you really do not have a positive attitude towards the ability of your product or service to provide a solution to the customers needs; if you do not think the company you represent is a reliable partner for a particular project; if you do not think that you can help bring about a successful outcome; if you do not think that selling this solution to this customer’s requirements is a win-win proposition; if you do not think that interacting with the other person, the customer is worthwhile; if you do not think that the proposed outcome will have a beneficial future outcome, you should not be selling it. It will be impossible for the customer not to notice your lack of faith.
The customer will certainly be looking for your confidence in all these dimensions. Give him that confidence; consciously go through the checklist before key meetings. If there is a weakness, a good example would be that you have a concern that your company does not have all the necessary skills or resources for a successful project, then raise the issue with the client, recommend some alternatives for him to consider, such as allocating more internal resources to the project or engaging a third party with the appropriate capabilities. I guarantee, he will have been thinking about the same weakness in the total solution, and will appreciate your honesty in sharing your concerns. We are getting ahead of ourselves and talking about solutions. The bottom line is again, the viewpoint. It is very powerful if you can put yourself in the shoes of the customer and be persuaded by your own proposition. Evaluate honestly and be positive towards all aspects of the solution, because you believe it deserves to be a winning proposal.
In all the other chapters, I hope you will learn many skills and behaviours, but none will be more powerful than the techniques in this chapter. In the end You are the most powerful influencer on your own success. The more you can improve your own effectiveness the more successful you will be.