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We have been using the word attitude in this book in a positive context. You might hear sports commentators say that a particular athlete has an “attitude,” which translated into everyday, non‐sports speak means that the athlete has an aggressive, nasty, or arrogant attitude. However, the word attitude is not a singular noun as in sports‐speak, but is an aggregate concept that encompasses all types of mind‐sets, both positive and negative.

In this chapter we will answer the following questions about attitude:

1 What is attitude?

2 Why are attitudes important in selling?

3 Can I control and change my attitudes?

4 How can I motivate myself to maintain a positive attitude?