Book Category: Business, Sales, Motivational,

Go for No! Yes is the Destination, No is How You Get There (book summary)

Author: Richard Fenton, Andrea Waltz,
Life Changing Principles
Quality of Writing
Overall Value
pros: Great use of storytelling
cons: Specific to sales
overall rating

Quick Summary
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.

Key Insights

  • Be like a kid and keep asking and keep getting rejected until you get “Yes”
  • Fall in love with “No!”
  • 85% 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.
  • 92% 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

Practical Application

  • Create a “No” award
  • Reward people for their failures

Meaningful Quotes

“The salesperson never decides when the sale is over; the customer does.”

“Courage is acting in the face of fear. It’s being afraid of something and doing it anyway.”

“Yes is the destination, No is how you get there!”