Is there one word that defines success? Yes, there is. It’s attitude. And I’m certain you have been told that a positive attitude is the key to success. Not quite.

Attitude is the way you dedicate yourself to the way you think. Your thoughts can be positive, neutral, or negative. And you choose them. You choose the way you think, the way you speak, and the actions you take whether they’re positive, neutral, or negative.

What are your attitude thoughts, expressions and deeds? What are your attitude choices? Are you ready to win? Or are you thinking you’ll probably lose?

It occurred to me the word attitude is just one part of the phrase that sets your thinking in motion. Attitude comes in different formats and circumstances. If you segment your attitude thoughts, you’ll be able to focus more on a positive process and have greater impact on the outcome.

You have always known you must have a positive attitude, yet many don’t. I wrote a book called "The Little Gold Book of YES! Attitude" to help people, and salespeople, gain greater insight into the process of attitude achievement.

I believe all salespeople want to have a positive attitude, but situations occur that can challenge achievement.

Here are several specific attitude elements and insights that may help you better understand and maintain your positive attitude during those situations, opportunities, and moments when it counts:

Sales attitude. Business is down and you need to make more sales, right now. Do you believe you’re going make the sale before you call or get an appointment?

Value first attitude. The customer wants value, not a sales pitch. Are you thinking about how you can bring value before you make a sales call?

Can-do attitude. You’re challenged to get a project done or make a big sale. Do you believe you can do it before you attempt it?

Relationship attitude. You know it’s more than a sale; it’s creating a long-term, value-driven association. Is your mind set on what you can do to build relationships?

Winning attitude. You know it’s your turn to win. Do you think about and believe you are a winner before you win?

Profit attitude. There are two sides to profit. Do you believe you will get your price and that others will profit from buying from you?

Service attitude. To serve is to rule. Are you thinking, "How can I be my best at serving others?"

Loyalty attitude. You know that loyal customers breed more sales and greater profit. Do you believe the actions you’re taking will lead to more business and referrals from each customer you sell?

Money attitude. You know it’s not just making money; it’s earning money. How do you think about money? Do you believe you are earning your money before you receive it?

Success attitude. Everyone strives for success in his or her own way. A huge part of success is believing you will achieve it. Do you dedicate time to think about your success and what it will take to make it?

Fulfillment attitude. Fulfillment is a level beyond success. It arrives after you have achieved beyond your dreams and your money, and are at peace with your life and your relationships. You may not be fulfilled at the moment, very few people are. But you must think and believe that fulfillment is possible.

Five year attitude. Even though the achievement of attitude and the maintenance of attitude is a daily process, you must have a vision of your thinking. Where you will be five years from today will be determined by the actions you take today, and day by day.

I owe my attitude awareness to personal-success author Napoleon Hill’s book "Think and Grow Rich," motivational speaker Earl Nightingale’s timeless recording of "The Strangest Secret," and to the most powerful children’s book of all time, "The Little Engine That Could," who said "I think I can, I think I can. I think I can."

I owe my attitude achievement to reading and listening to those things over and over again and putting the ideas, philosophies, and strategies into my thought process and into action.

Contact Jeffrey Gitomer at salesman@gitomer.com or (704) 333-1112. Gitomer is president of Buy Gitomer in Charlotte, N.C., and the author of "The Sales Bible" and "The Little Red Book of Selling." He gives seminars, runs annual sales meetings, and conducts Internet training programs on selling and customer service at www.trainone.com. Sales Moves appears weekly.