I’ve been in sales and marketing most of my life. I’m typically an upbeat, positive individual. When I was younger, my nickname was the “can do” kid. I approached sales as an optimist, my glass was always half full, and I was going to fill it to the top. My positive attitude served me well, but a “can do” attitude is only a small part of the mindset needed to succeed at sales. There’s a lot more to it than RA-RA Sis Boom Ba.

It’s a CASE Study

As important as PMA (positive mental attitude) is to the success of any salesperson there are four addition states of mind that when combined with a positive outlook, lead to sales success and happiness. I’ll make a CASE for them.

C is for Consultant—Successful salespeople act as consultants to their clients. They listen to their customers, share best practices, and solve problems.

A is for Advocate—The best way to help your customers is to promote them. Shout their virtues to the world. When a salesperson helps a customer find customers, it transcends salesmanship—it becomes friendship. Friends help friends.

S is for Student—The best salespeople never stop learning. They research their customers, know their industry, follow their competition, and know more about their product than anyone.

E is for Educator—Professional salespeople educate their customers. They even tell them when they’re wrong and why. They learn, share, and teach.

It’s more than a Glass Half Full

A winning sales attitude is a lot more than a charming smile and an upbeat swagger. It’s about sharing, advising, and supporting. It’s about knowing the best sales approach is doing what’s best for the customer—even when it’s not best for the salesperson. It’s about listening and learning customer needs and then fulfilling them. It’s about solving problems and making customers happy. And if that puts a smile on a salespersons as well as a client’s face—that’s a pretty positive thing, isn’t it?