Attitude is a rarely discussed topic in professional service firms, but it can heavily influence your success with clients and partner relationships. In marketing, as in life, attitude is everything. Richard Bach once wrote, “Argue for your limitations and they’re yours.” He was making a profound observation about attitude. In other words, if you think marketing stinks, it does. If you view it as fun, it will be.• Either way, it is a self-fulfilling belief . The wondrous thing about your attitude is that you can choose what you want it to be. You have the ability to choose your attitude as much as you choose the clothes you wear each day.You might have all the raw talent and skill in the world, but without the right attitude you will fail to reach your potential. Too many professionals have chosen to be apathetic, if not antagonistic, toward marketing. Many professionals heartily agree that the typical professional went to professional school so they could avoid marketing. Yet there is nothing inherently evil or unprofessional about marketing. At its core, it is about forming and maintaining relationships. That is sacred.• All in your attitude. It is noticeable that a wide gap exists between a rainmaker’s attitude towards marketing and that of the typical professional. For example, one professional views the suggestion to call an old friend as a clear play for business, while the rainmaker might see it as chance to reconnect with an old friend. The difference between the two is all in your attitude. It is obvious that someone who sees it as “reconnecting” is far more likely to actually make the call. Professionals frequently undergo a profound attitudinal shift during the rainmaking process.

• Enthusiasm is infectious. Many professionals do not naturally start out with a great attitude toward client relationships. Firm leaders make the mistake of thinking a professional’s poor attitude toward marketing cannot be changed. We disagree. A great attitude is usually highly contagious. Enthusiasm is infectious. The funny thing is you do not have to try to change someone’s mind. The more we allow people to maintain their old attitudes, the less pressure they feel to defend them. What to offer instead is differing perspectives and attitudes that they find more appealing than their old views. This gentler approach usually results in a changed attitude. If you have a great attitude, share it with others freely. One of the finest gifts you can share is your positive attitude about client relationships. If you are not so inclined, find someone who is and spend more time with him or her.

Consider the proverbial story about the three stonecutters. If you ask each what he is doing, the first one will say he is just cutting stone. The second cutter will say he is making a building. The third one will say he is building a great cathedral. It is not hard to figure out which one has the best attitude. Which one best describes you?

This article is a general information sheet and should not be used or relied on as professional advice. No liability can be accepted for any errors or omissions nor for any loss or damage arising from reliance upon any information herein.