It comprises a number of attitudes, including:

• A conscious and considered awareness of the psychology of selling and how it works. The best salespeople always seem to have a clear understanding of what they are doing and of deploying the right approaches at the right moment.

• A customer focus: because the psychology of decision making and buying demands this and it is a foundation for success.

• A will to win and an ability to not allow any rejection along the way to cramp their style. As few (if any) salespeople have a 100 percent strike rate this is simply necessary.

• Persistence: because not every order comes easily or instantly.

• Creativity: even a superficial reading of this book shows the need for that.

• An awareness that selling is a dynamic process. It cannot be done by rote in the same way forever. What works for one person today may need to be done differently for someone else next week, certainly next year. Good salespeople keep their approaches updated.