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Attitude is your most priceless possession, one of your most valuable assets. To a great extent, it determines the overall quality of your life.

In this climate of uncertainty , I am convinced more than ever that people need to know that having an ongoing positive attitude toward your business associates and customers is key to success. They assume you'll give them a great big "thank you" after you give them a referral or buy your product. However, do you keep that attitude of gratitude throughout the relationship, in good times and in bad, in sickness and in health?

If you're managing a team, you need to help your team members internalize a sense of loyalty to their customers, a loyalty that comes from relationship marketing. It gives your team a positive attitude that can get them through most situations - no matter how challenging.

Here are some simple tactics that will allow you to develop a consistent positive attitude and build loyalty with customers as well as team members and business associates.

1. Serve your customers. Put customers' needs before anything else. Perhaps your customers rely on your product or service after normal business hours. Therefore, give them your cell and home phone numbers. This is like giving them an insurance policy; it's unlikely they will ever call you at home, but it's reassuring.

2. Feel comfortable with casual calls. Think of reasons to call customers with new information and ideas, unrelated to selling or marketing, just to stay in contact. Good friends always enjoy hearing from each other, even if it's just to say hello. An attitude of informal interactions is a major building block in customer relationships.

3. Prove dependability. Too many fall short in this area. Make sure to keep promises and honor guarantees. Customers love to hear "I'll take full responsibility for that," and, "Consider it done." Faithful salespeople yield faithful customers.

4. Give thanks even for bad news. We usually celebrate successful deals and let our clients know how much their business means to us. What happens when we lose an order or the client's cash flow limits their buying power? Do we say, "Too bad, let's move on to where the money is?" In my virtual assistant business, like most businesses, not every proposal provides me with new income. Even with the rejections, I show appreciation by sending a note of thanks for their consideration. This has resulted in unexpected business later.

Remember that real wealth is measured not by what you have, not by where you are, but by the spirit that lives within you. Success is an attitude.