Go For No

In sales, the most dreaded word that you can hear from your potential client is no. The key to being a good salesman is not to avoid the word no altogether. Rather, it is to be able to understand that the word no is just part of the sales process. A good salesman hears the word no in the context of the sale and be able to understand what the potential customer wants and adapt the sale to the customer. The good salesman must understand that no is not the end of the sale. Instead, it is just part of the process to get to an agreement.

The book Go For No uses the example of Eric James Bratton, at 28 year old copier salesman to demonstrate:

What is required to surpass 92% of salesmen

That failing and being a failure are two very different things

Why you must rejoice in both your successes and failures

The 5 failure thresholds and how to work through them

How to get beyond failures promptly and then move on

Go For No is an excellent resource to understand the value of the word no and be able to get beyond it.