Attitude – the key to your success

November 28, 2008

I found this article online recently and thought it was really insightful and applicable to most artists out there!

After all, as an artist, you’re always going to be selling.

Selling CDs or digital downloads.

Selling tickets – promoting and getting people to come to your shows.


Attitude: The Key to Your Success
Written by Eddie Tock
Friday, 23 May 2008
Attitude is the single most important factor when it comes to getting and keeping customers. Henry Ford once said, “Whether you think you can or you think you can’t……you are right.”

To become and stay physically fit, you must participate in regular physical exercise. To become mentally fit, to develop the kind of attitude that goes along with success and happiness, you must participate in regular mental exercise. It’s a never-ending process. Just as you don’t get very fit and then stop exercising, you can’t achieve the desired level of mental fitness without working on it regularly and continuously, every day.

As many clubs are “whining about the recession” already, the best sales people are still very successful, mostly due to their attitude and work habits and not because they’re selling the best “deal”.

In selling, your attitude accounts for probably 80% of your success. Your attitude is the outward expression of everything you are and everything you have become over the course of you lifetime. Your real world and conscious activities today are the result of many years of conditioning, internal self directed dialogue, and environmental exposure. Your attitude has the greatest single impact on the people you deal with. The development of a positive mental attitude is therefore an indispensable prerequisite of success.

Ralph Waldo Emerson wrote, “A man becomes what he thinks about most of the time.” You control what happens to you by controlling the thoughts you think about yourself and the people and the situations around you. When you begin to understand and apply the power of your mind, in selling and in life, your desired future becomes closer to reality.

You must first decide what it is you want. Dedicate yourself to its achievement, focus all of your thoughts, actions and energy to its attainment and be persistent in your pursuit. Move around through, above or under your obstacles. Move steadily and patiently forward with a singleness of purpose and passion and you will be astonished at how your limitations melt away. Previous setbacks, discouragement, problems or failures will become insignificant. You will experience new levels of performance, satisfaction, success and happiness. Limitations are all self imposed. All of your discovery will be self discovery.

Most of your behavior is a result of habit. Good habits equal good results; bad habits equal bad results. A winning attitude includes breaking free from the habits that keep others from reaching their maximum potential. You can change, but you must want to change, know how to change and take personal responsibility for any change that will take place

Many salespeople have developed a fatal flaw in their thinking, one that you must be careful to avoid. It is the tendency to look for the quick fix or the magic pill that will allow them to escape years of poor work habits and insufficient preparation. After many of our seminars, people are constantly coming up to me and asking me for the “secret of success in selling”. They ask for the name of a single book or tape, or for a single method or technique that will help them become a star sales person. I’m sorry to say there are no quick fixes. SALES IS JUST LIKE EXERCISE, if you only do it once a month you won’t get such wonderful results, but as you do it on a regular basis you will slowly but surely get better and better results!

“The ability to deal with people is as purchasable a commodity as sugar or coffee. I will pay more for that ability that any other under the sun.” – John D. Rockefeller

To put yourself in the top five percent of income earners in sales, you must pattern yourself after them. A big part of a salesperson’s attitudes, of course has to do with his or her willingness to take an open-minded approach and ask the right questions that encourage a potential customer to open up. This is probably the single most important aspect of successful salesperson’s attitude. Your attitude determines your action. Your action determines your accomplishment.

How do professional salespeople think of themselves in relation to their career? How do they maintain and support the attitude that leads to openness in their dealings with prospects? How do they keep things in perspective? Here are some answers:

1-Recognize that prospecting and listening are the keys to efficient selling. Superior salespeople put the emphasis on identifying and listening to potential members- while other salespeople tend to worry more about persuading and converting potential customers. The best salespeople know full well that spending all of their time in so-called closing mode is a recipe for disaster.

2-Committed. They know that you sometimes have to stick with a new idea or fresh way of looking at things to get it to pay off. They aren’t afraid to look to the long term rather than compromise standards or ethics in the interests of short-term gain.

3-Self-motivated. They know that it wastes time, energy, and attention when they wait for someone else to motivate them. They also know that success comes from focusing every ounce of time, energy, and attention they can manage toward taking charge, being goal oriented, and knowing that they, and no one else, are responsible for their own success. As a result, they don’t waste time griping about “the system” or waiting to be told what to do. They wake up in the morning with a firm sense of purpose and don’t play mental games with themselves about things like “luck” or “bad breaks”. They bear in mind the old saying about good luck being the three-way intersection of preparation, hard work, and opportunity, and they realize that their own mental outlook, approach to the job, and decisions are what make things like “luck” and “breaks” happen in the first place.

4-Accountable. They don’t dodge issues or construct elaborate excuses; they know that this drains their energy.

5-Big Picture. They don’t get bogged down in the details.

6-Optimistic. It is a lot like being an actor: you shouldn’t get into either line of work if you don’t have a certain conscious ability to see the positive ramifications of even difficult times. And in both professions, one’s personal attitude toward circumstances often makes all the difference between success and failure. When they get shut down, as all salespeople do, do salespeople feel the normal human emotions of anger, frustration, confusion, or fear? Of course. But they know how to experiences these emotions without getting caught up in them. They ride the wave, conserve their energy, and then plug into a positive mindset, one that is capable of seeing some kind of opportunity in virtually any situation.

7-Enthusiastic. They have made a conscious choice to live what it is that they do for a living. They know that customers can’t be expected to buy a membership from a salesperson that is not excited. They’re likelier to get honest information from their prospects if they themselves come across as sincere, likable, upbeat, and straightforward. It creates endless energy, self-confidence, and a burning desire to accomplish a goal. Nothing is as contagious as enthusiasm.

8-Believe in our industry. They don’t just have a job, or even a career. They live their service, and what’s more, they are committed to a firm set of principles that guides their efforts to satisfy the members who may benefit from the club’s services. These principles are: dedication, honesty, diligence, faith, and hard work. Because of this, they spend less time wondering what to do than other salespeople do. You have to believe in what you do for a living and the solutions you provide to your customers. If you don’t believe in your company, its goals, or its affect on your community, or if you have serious doubts about the true value of the solutions you offer prospective members, then you are looking at a potentially catastrophic problem.

9-Long term. They know that sales is person-to-person and they know when a client is interested in developing a long-term alliance, rather than finalizing a short-term purchase.

10-Measurable Salespeople measure their success by the simplest yardstick imaginable. To the extent that they bring in new business for the club, they are succeeding. To the extent that they don’t bring in new business for the club, or spend time on other projects, they aren’t succeeding. Although this would certainly seem to be self-evident, any number of salespeople still manage to focus a good chunk of their time on everything except getting prospective new members.

11-Outcome. It is your attitude at the beginning of a task more than anything else, which will affect its outcome.

12-Interdependent It is impossible to succeed without others. It is your attitude toward others that determines their attitude toward you.

13-Become Before a person can achieve the kind of life they want, they must become that kind of individual; they must think, act, talk, walk, and conduct themselves in their daily life, as would the person they wish to become.

14-Better As you go higher in any good organization, the attitude you find will be better.

15-Positive Your mind can hold only one thought at a time, and since there is nothing at all to gain by being negative, be positive.

16-Needed The deepest cravings of human beings are to be needed; to feel important; to be appreciated; give it to them, and they’ll return it.

17-New Ideas Look for the best in new ideas. As someone once said, “I have never met a person I couldn’t learn something from.”

18-Personal Problems Don’t waste valuable time broadcasting personal problems. It probably won’t help you and it certainly won’t help others.

19-Good Health Don’t talk about your health unless it is good.

20-Radiate Radiate an aura of well being, of confidence, of a person who knows where they’re going; this will inspire those around you, and you will find good things will begin to happen to you.

21-The next 30 days treat everyone with whom you come in contact as though they are the most important person on earth. If you do this for 30 days, you will do it for the rest of your life.

22-Set goals – daily, weekly, monthly, annual.

23-Self-management – 80 % of your results come from 20 % of your efforts.

24-Don’t procrastinate – don’t put important things off until tomorrow.

25-Sincere Interest Take a sincere interest in your customer – “People don’t care how much you know until they know how much you care”.

26 Networking Make contacts through effective networking.

27- Over deliver Keep your promises – over deliver – don’t over promise.

28-Educate Educate yourself – invest in your mind.

29-FUN Have fun!

30- Success The key to success is to learn from others who have been successful before you !


Ed Tock is an industry leader as a marketing and sales training consultant that specializes in on site seminars and performance & profitability programs by delivering the highest quality of staff training, proven systems and innovative marketing programs. He had been a senior partner in Sales Makers for 21 years. Ed has worked with over 850 clubs worldwide including 120 pre sales since 1983. Ed has spoken at over 75 Club Industry Shows & IHRSA Conventions and was a winner of IHRSA Associate member of the Year!
Call & ask about the 90 Sales Success Program!
Ed can be reached at 845.736.0307 or at eddie@eddietock.com This e-mail address is being protected from spambots, you need JavaScript enabled to view it or at http://www.eddietock.com.

Jennifer Yeko
True Talent Management
9663 Santa Monica Blvd. # 320
Beverly Hills, CA 90210

~Artist Management~Music Licensing~Music Publicity

“More than eighty percent of self-made millionaires in America began with nothing or in many cases, less than nothing.”
— Brian Tracy

“You can easily judge the character of others by how they treat those who can do nothing for them or to them.”
— Malcolm Forbes

“Motivation and determination are 1000 times more potent than talent alone”
-Some guy online
“People have to learn they have to juggle everything until they get lucky. They need to work a steady job, make a living and make time for the band. They need to take all the money they make from the band and throw it back into the band”
–David Draiman, Vocalist for Disturbed, interviewed in Music Connection


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