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’Go For No’ has been written about extensively by marketing mentors and coaches for decades and looks at how we handle rejection.
So, if you are in a business involving sales or any kind of marketing then you are going to have to get used to rejection. It is how we handle that rejection and deal with it moving forward, and this is where the ‘Go For No’ philosophy comes in.
And what that means is, you go for say 10 or 20 No’s, that is your target. You don’t go for Yes’s, as rejection creates despondency and causes a decrease in confidence. The more No’s you get will determine the number of Yes’s you are going to get, which sounds like a weird psychology. But if you think about it, if you were to aim for 20 No’s a day it is inevitable you will also get several Yes’s in between. Over a period of time, you will establish a conversion ratio, for example 20 No’s = 5 Yes’s which is a 20% conversion rate, which will in turn incentivise you more to get those No’s.
Once you understand the psychology of this you also need to apply this to your mindset and ‘Go for No’ should only ever be used as a step towards more success. It shouldn’t make you retract back in and fill dejected, depressed, upset, or demotivated, because you need to understand why people say No.
People are bombarded with opportunities from all different avenues, but people only buy or say things based on the best decision that they can make at that specific time. So, you might think, “I’m being rejected” but you’re not, they’re just not ready to buy your service or your offer at that time. So No, doesn’t mean never, No just means not now. So, if you get your mindset aligned to this, and, accept the fact that people you know are not always in a buying frame of mind, then you can move forward positively.
So, when you put this into action and start contacting and making offers to your potential or existing clients, you are going to get several rejections. By applying the ‘Go For No’ Mindset, this will help you value those No’s as you understand they will result in a percentage of Yes’s, which will inevitably move you forward and get you results.
Look at it from your point of view. If someone approaches you with something, and says, “would you like this this item now?” what would be your response? It might be a great item, you might think that it’s quite clever, but you don’t have the money, or hadn’t thought about that item yet. Your response is probably going to be, “No, I am not in a position to buy this at the moment” or “No, I Don’t need it at the moment”. Now, that doesn’t mean to say that you’re not going to want to buy that item sometime in the future. It just means you don’t want it now. So, what you need to do is get your mindset strong.
Believe in your product, believe in your service and believe in yourself, and don’t take No personally because it’s not personal. It’s just, people making the best decisions they can at that time. And if you can develop a daily routine of practising and understanding that, you will alter your mindset, from a feeling of rejection, to a feeling of empowerment.
This, in turn, will help you move forward by progressing more, and feeling more confident about what you do, without taking rejection personally.
Never think that your product or service is not worth it, because if you believe in your product or service, and your product or service is good, then people will want to buy it, however, they may not be ready to buy it now!

Now it’s time for you to apply “Go For No” to your business. Set yourself a target of No’s (start off with 10 or 20 a day), and over the course of the next four weeks monitor the amount of Yes’s you get because of these No’s.
At the end of the Four weeks, you will have established a conversion rate. For example, 100 No’s a month = 10 Yes’s which is equivalent to £20,000 worth of business. As a result, every No you get is worth £200. Now you can put a value to “Go For No”