Share on FacebookTweet about this on TwitterEmail this to someone
Share on FacebookTweet about this on TwitterEmail this to someone

By Jeffrey Gitomer

Many companies are considering training programs for the new year.

New budgets. New needs. New opportunities.

And most companies will concentrate on “it.” Whatever it is — more sales, a new product launch, customer service, internal operations, diversity or whatever is “pressing.”

All of that is wrong — or should I say, out of order.

Before you train ANYTHING, before you launch any new program or initiative, ask yourself these two questions:

1. How positive are the attitudes of our people?

2. How attitudinally receptive will our people be to this training?

If the answer to “How’s our attitude?” is “Not too good” or “Inconsistent” or “My attitude is great, it’s everyone else’s attitude that’s the problem!” then the training will be met with resistance, and will fall short of your expected outcome. Way short.

The answer to this dilemma is very simple, yet it’s overlooked at most every company in the world: Train attitude first. Positive attitude. YES! Attitude.

Positive attitude is not a “program” or an “initiative.” It’s an imperative. It’s not the “flavor of the month.” It’s the feeling of and for a lifetime. Your lifetime.

Attitude is the mood of every employee. Positive attitude leads to positive productivity and positive communication.

Attitude is both foundational and fundamental. Attitude is foundational to all aspects of corporate productivity, communication and harmony. It’s the basis for what is erroneously known as morale. It’s NOT morale — it’s attitude. Low morale is a symptom — poor attitude is the problem.

Attitude is fundamental to all aspects of job performance. How much more profitable would your company be if EVERY employee (including you) had the attitude of yes?

These days attitude is easily deteriorated — cutbacks, budget cuts, over-tasked employees, poor leadership, lower profits and increased pressure to “do more with less.” Yet attitude is virtually ignored by every company HR and training department. Why? It’s hard to measure the ROI. Pity.

You’ve heard the expression: Attitude is everything.

Let me break it down for you so you can have a better understanding of how “everything” attitude really is:

Your attitude rules your mood.

Your attitude rules your self-esteem.

Your attitude rules your communication.

Your attitude rules your interactions.

Your attitude rules your thought process.

Your attitude rules how you perceive things.

Your attitude rules how you perceive people.

Your attitude rules how others perceive you.

Your attitude rules your service.

Your attitude rules your sales.

Your attitude rules your career.

Your attitude rules your family.

Your attitude rules your life.

In your business, your attitude rules your sales, your service, your communication and internal morale. And at the end of positive attitude in your business is a ton of referrals and a great reputation.

Pretty important, huh?

Well, if your attitude is so important, how come you don’t spend 15 minutes at home each morning building it? Or 15 minutes in the morning when you get to work? What are YOU doing to ensure that every employee gets a daily YES! message?

Here are a few more attitude insights:

• Attitude starts at home with your family.

• Attitude is personal. It’s not about other people or other circumstances. Attitude is ALL about you.

• Attitude is selfish. You do it for yourself FIRST. Then and only then can you give it, or pass it along, to others.

• Attitude is a choice. You are ALWAYS free to choose: How you give value. Doing what you love. Having the right attitude.

• Attitude is a gift and a blessing — self-given and self-imposed. And it is my greatest hope that you discover that truth and bless yourself forever.

Maybe it’s time to invest in attitude training.


Jeffrey Gitomer is the author of The Sales Bible, CustomerSatisfaction is Worthless Customer Loyalty is Priceless, The Little Red Book of Selling, The Little Red Book of Sales Answers, The Little Black Book of Connections, The Little Gold Book of YES! Attitude, The Little Green Book of Getting Your Way, The Little Platinum Book of Cha-Ching, The Little Teal Book of Trust, The Little Book of Leadership, and Social BOOM! His website,, will lead you to more information about training and seminars, or email himpersonally:

© 2012 All Rights Reserved – Don’t even think about reproducing this document without written
permission from Jeffrey H. Gitomer and Buy Gitomer . 704/333-1112


Join The Discussion

Related Stories
No Image
Measuring the ROI of social media? There’s a laugh, and a joke
Popular Stories
Photo via Shutterstock
UPDATE: Hit-and-run crash on the Grand Central Parkway ruled a homicide
Photo provided by Angelo Ng & Anthony Ng Architects Studio
Three new 19-story retail and residential towers slated to go up in downtown Flushing
Photo courtesy of Wikimedia Commons/ICE
ICE raids in East Elmhurst and across the city cause alarm and confusion

Skip to toolbar
Web Analytics