Go For No! Yes is the destination No is how you get there is a small book that is easy to read, there are only a total of 80 pages.
However it has a powerful simple message. If you can enjoy rejection and hence make lots of sales calls, then you will win, big time. Like a few other books there is a story format, where an average sales person goes forward in time to meet his successful future self who teaches him some secrets of success. I found this brilliant, how can you not trust yourself?
Some major insights from the book are:
Be like a young child. Keep asking for the cookie, getting rejected until you get the “Yes.”; Fall in love with the word “No!”; Eighty-five percent of all interactions between retail salespeople and shoppers end without the salesperson ever asking for a buying decision; There is magic in the word “Next!”; When everything in life is over and done with, no one will remember your failures, just your successes, and neither will you.; Ninety-two percent of all salespeople give up without asking for the sale a fifth time, but research also shows that sixty percent of all customers say no four times before they finally say yes; Look at no as not yet; Fail big!
Waltz and Fenton’s Go for No! was a creative and powerful read on the importance of failing fast when selling. They use strong storytelling to drive home their key message.