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The Greatest Sales Success Strategy in the World By Richard Fenton and Andrea Waltz

It is our contention that the greatest success strategy in the world is to increase your failure rate; to do what we call, “going for no.”

One of the key strategies we talk about in our programs and workshops is having “no” goals. We are not saying not to have goals, we are talking specifically about having goals for the number of times you are turned down, rejected, told “no.”

Here is an excerpt from our book, “Go for No! Yes is the Destination, No is How You Get There!” that explains this cutting edge process through the dialog of our two main characters:

“Would you agree that the average salesperson slows down when he or she reaches their quota?” my mentor asked. “Yes,” I replied. “Why do you think that is?” “They’re rewarding themselves for their accomplishment, I guess.”

“Rewarding themselves by ruining their chances at having a record breaking week or month? No, I think it’s just another way of staying within comfort zones and avoiding the pain of rejection. Most people classify the amount of pain they must endure to survive in this world as necessary pain. Anything beyond that, by definition, is unnecessary pain. That’s why it becomes so easy to dodge that extra effort – we’ve labeled it in our minds as unnecessary.”

“That’s exactly what I did this week,” I finally admitted. “I had a great Monday going. I was three for three, and what did I do? I spent Tuesday doing paperwork, Wednesday in a focus group, and on Thursday I was going to play golf, until I fell out of bed and wound up here, that is.”

“Ben Franklin said it best: Success has ruined many a man!”

“Yeah, well I let having a great day turn into a horrible week.”
“Let’s look at what would have happened if you were setting no goals rather than yes goals.”
“What was your sales goal for the week?”
“My goal was to close four sales,” I replied.
“And how many calls do you usually make in a typical week?”
“I try to get myself in front of twenty prospects every week.”

“Okay. So what if, instead of having the goal of getting four yes’s, your goal had been to get a minimum of sixteen no’s. What would have happened on Monday afternoon after you closed your third sale?”
“Instead of being ahead I’d have been behind!” I exclaimed.
“Correct. So what would you have had to do?”
“I’d have had to increase the number of calls if I was ever going to get to sixteen no’s for the week!”
“Exactly! Your success would have led to an increased number of calls, whereas when you were going for yes you decreased them.”

“I get it!” I said excitedly. “Let’s use my friend Paul who is in network marketing, for example. If his goal is to get ten people per week to come to a meeting, and typically about five percent of the people he approaches are willing to attend, then his goal would be to get one hundred and ninety people to say ‘no thanks.'”

“Yes. His goal would be to get rejected by one hundred and ninety people. You might call it the get rejected and get rich plan.”
“Get rejected and get rich,” I repeated quietly to myself.

“Eric, I’m going to tell you the truth. I haven’t set a traditional success oriented goal in almost ten years. I only set goals for the number of no’s I’m going to get.”

“You set no success goals at all?” I asked in disbelief.

“None whatsoever,” he responded firmly. “If I focused on how well I was doing in terms of results-oriented goals I’d probably slowdown just like you did. But, instead, I’ve focused on the behavior-oriented goal of constantly increasing my rate of failure. I have complete and total faith that if I set my failure goals high enough, and do my best in each and every sales situation, then the successes will come. And they always do.”
Richard Fenton is the co-author of “Go for No!” a short, powerful story written specifically for organizations and professionals just like you who must learn how to face failure and rejection to be successful. For more free cutting edge ideas and strategies to help you achieve courageous breakthrough performance, accelerate your success and double, triple or even quadruple your sales go to: www.GoForNo.com and sign up for the Free Ezine, ROAR!

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