Peak your profits: Know 'no' in order to get yes

“Yes!” How sweet is the sound of that word? Or, anything close to it. Like: Yep! Absolutely! Of course! Let’s do it! Okay! Agreed! Uh-huh! Okey-dokey! You betcha!

“Yes,” (and words or euphemisms for it), move things forward. Create progress. Drive results. Yes brings delight. Even delirium!

So why would anyone, who is right-thinking, self-motivated and focused on success ever pursue the utterance, the articulation, the pronouncement of the dreaded word “no!”

“No” can deliver disappointment and despair. It can turn hope into heartbreak. Possibility into futility.

Anyone who wants to “go for no” has gotta be crazy? Right! Well, wrong or “no!”

According to Richard Fenton and Andrea Waltz, authors of “Go for no!” — a dynamic, quick-read book that helps you be even more successful by learning how to harness the power of no.

Plus, Fenton and Waltz are the creative force behind the personal development video documentary, “Yes is the destination, no is how you get there!”

In the interest of true confessions and full-disclosure, last year, Richard and Andrea stopped by my home to interview me for the video. I’m the guy with the makeup!

It also gave us the opportunity to chat about achievement, failure and yes, even “no!”

Jeff Blackman: “Go for No” seems counter-intuitive. What does it mean?

Richard Fenton & Andrea Waltz: The phrase ‘go for no’ does seem counter-intuitive and it is. You might think: Why focus on no when what I want is the yes?

Ironically, avoiding no’s in your business and your life is a recipe for mediocre performance.

When you avoid “no” you actually avoid “yes” as well. The basis for the “Go for no” concept, is to intentionally increase the number of times you hear “no.” To achieve significant success, top performers don’t see yes and no as opposites; rather they’re opposite sides of the same coin that depend on each other.

JB: Why does it work?

RF & AW: Success is, to a large degree, a numbers game. One of the fastest ways to increase your success is to purposefully increase the number of times you hear prospects/others say “no” to you.

Of course, increasing the number of times you hear “no” will eventually increase the number of times you hear “yes.” Most people, if they actually counted the number of times they hear “no” during a typical day or week, (which we recommend they do), would be shocked to see how low the number actually is.

How many “no’s” did you get yesterday? Last week? Last month? Where are you for the year? Do you know? Well, you should!

If you don’t know, it’s time to start counting every “no,” because the act of counting your “no’s” will increase your no-awareness and that, in turn, will enhance your no-focus.

JB: How has this been applied and by whom?

RF & AW: The “Go for no” strategy works for anyone who must face rejection (the no’s) as they “sell” their products, services and selves. We’ve seen results from people in virtually every business and industry. It works professionally and personally.

For example, the president of an insurance company reported their quoting numbers almost tripled in the 60 days after they learned how to ‘go for no.’

A lady in direct sales told us ‘go for no’ helped her sell 30 percent more than her colleagues, and she’s a newbie!

Another man used the concept to fundraise $116,000 for a small organization in one week.

Of course, this sounds like just a sales philosophy but it’s more than that. Think about going to your favorite restaurant one night.

You and your spouse walk in, see a cute window table, yet the hostess walks you to the back and seats you near the water station.

This is a ‘go for no’ moment.

What’s the worst that can happen? You stay at your bad table.

Better yet, take a chance — ‘go for no’ and ask for that fabulous window table. You’d be surprised at how often you’ll get it!

JB: What is it about “no” that creates such reluctance and fear?

RF & AW: “No” is debilitating and depressing for most. As we grew up, we were taught by well-meaning parents, teachers, and authority figures ... ”no” is bad. We associated “no” with rejection and doing something wrong, so we felt bad hearing “no.”

As we got older, we continued to shrink within our comfort zone. And now, many people do everything within their power to avoid experiencing ‘no.’

Intellectually, we can often rationalize a “no” doesn’t hurt and it’s not personal, but we don’t like it. The programming is pretty deep.

So the fear and reluctance won’t go away over night. But the good news is, you can change how you think, feel and process the no’s.

JB: Tell folks about your “journey” to create the movie ...

RF & AW: We knew there are top achievers all over the world who used these ‘go for no’ ideas to reach amazing levels of success and achievement. So we decided we’d find these people, sit them down in front of two cameras and interview them about attitudes, rejection, persistence, and hearing no.

We drove across the United States ... 11,737 miles in 44 days. And we met with and interviewed 58 amazing people. In their offices, living rooms and patio decks! We had over 40 hours of great footage that was edited into a powerful 98 minute movie.

Next week, what Andrea and Richard learned on their cross-country journey. Insights. Surprises. And why their “go for no” premise goes beyond mere motivation to become an empowering source for celebration. Until then, be sure to visit goforno.com.

Jeff Blackman is a speaker, author, success coach, broadcaster and lawyer who lives part-time on Marco Island. His clients call him a “business-growth specialist.” Send an e-mail to jeff@jeffblackman.com or go to jeffblackman.com to subscribe to his free e-letter.