Go For No by Richard Fenton and Andrea Waltz – Book Review

I recently read the book “Go for No! Yes Is the Destination, No Is How You Get There” by Richard Fenton and Andrea Waltz.  I noticed this book while I was doing some shopping on Amazon.  It had so many positive reviews that I figured I would check it out and see what it was all about.

Overall, I give this book a 10 of 10 and consider it a must read for anyone in the sales profession.  It would also benefit anyone who owns their own business.  It’s absolutely epic!  It’s told in parable format so it’s really easy to follow and fun to read.  Throw in the great training and content and you have a winning one-two combination!

What I want to do in the paragraphs below is share some of my favorite quotes from the book.  Each quote is in bold and italics.  After each quote I will add in my own two cents.  Enjoy.

# 1 The salesperson never decides when the sale is over; the customer does. You never know when your customer is going to buy.  It’s not your job as the salesperson to give up on a prospect UNTIL they tell you to.  Just because your prospect says NO today doesn’t mean it will be a NO forever.

# 2 Your fear of hearing the word ‘no’ is the only thing standing between you and greatness. NO is simply a stepping stone to get a YES.  You can’t be scared of rejection.  You are going to get more rejection than you are going to get YES’s.  That’s just part of sales.  Embrace the NO and get excited about it, rather than letting a NO stop you.

# 3 Failure was the halfway mark on the road to success, not a destination to be avoided but rather a stepping stone to get what I really wanted in life. Most people think that failure is bad.  Heck, we’ve been taught to think that.  However, failure is a normal part of success.  You have to fail before you can succeed.  Don’t be scared to fail. Look at it as part of your journey to success.  You won’t reach success UNTIL you fail.

# 4 Successful people fail eagerly while failures avoid failing. Once again, we’ve all been taught that failing is bad.  Successful people know they are going to fail nine or ten times before they succeed. That’s why they get excited about the failures.  Each time they get a NO, they’re one step closer to their goal.

# 5 My willingness to hear no got me on the right track in my career, but it was my wantingness to fail that catapulted me to the top.  Once you truly get excited about failing, and look forward to it, you will watch your sales and income skyrocket.

# 6 Rather than setting goals for the number of yes’s you are planning to get each week, you set goals for the number of no’s you’re going to collect. This is great advice.  Assume you close one out of every 10 people you talk to (on average).  Let’s also assume you want to make five sales this week.  If that’s the case you should set a goal to get 45 NOs this week rather than making five sales.  Get the NOs and you will get the YESs.

# 7 The guy on your sales force who failed the most was also the number one salesman in the company? Babe Ruth was the all time home run king for many years.  He also had the all-time most strike outs.  To make it big you must fail big. 

go for no cover# 8 Hearing yes is the easy part of the job and teaches you virtually nothing. But learning to hear no over and over again and to never quit…now that builds character and self-esteem. Every time you get a NO, but press forward, you get stronger and improve your skills.  The NOs will build your confidence and make you better at what you do!

# 9 When everything in life is over and done with, no one will remember your failures, just your successes. In order to get those successes you need to have your failures (lots of them).

# 10 The comfort zone is never static. It’s either expanding or shrinking. Our comfort zone can be our greatest asset or worst enemy.  Most people are held back by the limitations they place on themselves.  If you want to grow and be more successful, you have to get out of your comfort zone.

# 11 Studies show that as many as 80% of all salespeople don’t make it through their first year for the simple reason that they failed to make enough calls. That’s it. Nothing else. Most people fail because they simply don’t work the numbers.  What you lack in skill you can make up for in numbers.

# 12 Eventually it became clear that a motivated person who was willing to get in front of enough people and simply tell their story would almost always outsell the ‘sales pro’ with the slick closes and fancy techniques. You don’t need to be an expert or know it all to succeed in selling.  You simply have to get off your butt and meet with enough people.  Do that and you will make the sales that you desire.

# 13 Approaching enough people with your offer, even with the most negative message imaginable, can save whole companies and entire careers. Once again, what you lack in skills you can make up for in numbers.

# 14 When you mine for gold, you don’t really look for the gold, you remove the dirt. Selling and gold mining are very much alike. To find quality prospects you need to sift through a lot of people.  Most people will be dirt.  One piece of gold is worth a lot of money, but you have to sort through a lot of dirt to find it.

# 15 No doesn’t mean never, it means not yet. Most of your prospects will tell you NO at least five to ten times before they ever make the decision to buy.  Some will tell you NO even more than that.  It all comes down to good follow up and timing.

# 16 Sixty percent of all customers say no four times before they finally say yes. That means the quickest way to separate yourself from the rest of the pack is to get at least five no’s from everyone you try to sell to. The money is in the follow up.  The more you stay in touch with your prospects, the more sales you will make.  Most of your YESs will come after you’ve heard NO many times from the same person.

# 17 If you’re going to fail, fail big! Rather than fail once or twice a week, make it a goal to fail 20-30 times per week.  Failing this many times will get you more YESs, which will build your confidence and make you more money.

# 18 If you’re going to get a no from somebody, get it from the client who needs twenty copiers, not just two. Don’t be scared to talk to your best prospects.  Don’t be intimidated by someone because they are successful or have a big business.  Go after the big accounts.  Even if 90% of them tell you NO, just one sale could help you meet your quota for the year.

go for no back cover# 19 I’m just suggesting that there are many salespeople who intentionally avoid going for large sales because they’re afraid of blowing the big one. Nothing ventured, nothing gained.  Fail big. 

# 20 Great leaders help everyone in the organization understand the need to fail faster. The more and faster you fail, the more successful you will become and the more money you will make.

# 21 Reward people for their failures, not just their successes. Have competitions with your team where you reward the people who have the most failures.  In most cases, these same people will also be the top producers.

About the Book

The book is written by Richard Fenton and Andrea Waltz.  It has 80 pages.  It was published on April 4, 2007 by Courage Crafters.  The ISBN is 978-0966398137.  As of April 2015, the book is the number 1,167 bestselling book on Amazon and it has 698 customer reviews with an average 4.7 star rating.  The book comes in paperback, Kindle and audio format.  It’s available anywhere books are sold.

Final Thoughts

In review, “Go For No! Yes Is the Destination, No Is How You Get There” by Richard Fenton and Andrea Waltz is an awesome book that will teach you the importance of embracing failure and getting NOs, so you can make more sales.  The book is loaded with great tips, is well written, and is fun to read.  If you haven’t checked it out yet, you should.

On a side note, did you like the book?  What are your thoughts?  What is your favorite quote listed above?  Leave a comment below to let me know what you think.  I look forward to hearing from you.

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4 thoughts on “Go For No by Richard Fenton and Andrea Waltz – Book Review

  1. Greg Boudonck

    There is so much here about failure, and I am in full agreement with all of it. If we didn’t fail, we wouldn’t learn. The exciting part is trying and if we fail, we try again. When we succeed, we move on to the next task.

    There was a day I feared failure, but now I live for it, because I know that a fail means I am that much closer to succeeding.

    This does sound like a very good and inspirational book. I thank you for providing this review. It is reviews like this that help me find books to read.

  2. Diamond Grant

    I really love the quote about the fear of hearing the word no. I truly believe we allow our fear of rejection to keep us paralyzed and prevent us from moving forward. If we learned to see no as a redirection rather than a rejection we would free ourselves from the fear and hesitance that keeps us from acting.


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