The reality of buying motives is that they are the least understood and most powerful element in the entire selling process. When you discover why people buy you unlock the emotional trigger that culminates in a purchase.A loyal customer is someone who has purchased from your more than once. They may not be satisfied. Satisfaction doesn’t matter when loyalty is at stake. Satisfaction can lead to loyalty, but it does not guarantee it. A loyal customer is an opportunity to earn a referral and a testimonial. But the biggest opportunity with a loyal customer is to discover why they’re loyal to you — document it, and repeat that process with all your customers.A value message is one that you convey to your customers, and potential customers, that they perceive as valuable. It’s not a sales message; rather, it’s a message about how their business will benefit from or profit from your product and your services. The most valuable value message is about their business. The reality of a positive attitude is that most people don’t possess one. This is not just for you, this is how to understand and communicate with others. Most people don’t study attitude, most people don’t understand positive attitude, and most people don’t understand the lifelong value of positive attitude. HERE’S THE REALITY: Not everyone is positive all the time. Me included. I have a positive attitude, but I don’t always display it at every opportunity. My attitude stays positive by the way I recover from minor incidents and altercations arising from life’s daily crap.