Go for No! summary

Embracing Failure and Rejection

In Go for No! by Richard Fenton, we are introduced to Eric Bratton, a salesman who is struggling to meet his sales targets. One day, Eric meets a successful salesman named Ray who introduces him to the idea of embracing failure and rejection. Ray explains that the key to success is to actively seek out rejections, as every 'no' brings him closer to a 'yes.'

Ray challenges Eric to set a goal of getting a certain number of 'no' responses from his sales pitches. Initially, Eric is skeptical about this idea, but he decides to give it a try. He soon realizes that by focusing on the 'no' responses, he is able to make more sales and achieve his targets faster.

The Power of No

As Eric continues his journey, he starts to understand the power of the word 'no.' He learns that it is not the rejection itself that holds him back, but his fear of it. By overcoming this fear and accepting 'no' as a natural part of the sales process, he becomes more confident and begins to enjoy his work.

Eric also learns that the fear of rejection is not unique to him, but something that holds back many salespeople and individuals in various areas of life. He realizes that by embracing 'no' and using it as a tool for personal growth, he can transform his career and his life.

The Five Failure Levels

Ray introduces Eric to the concept of the 'five failure levels,' which represent different attitudes towards rejection. Level one is the fear of failure, where people avoid taking risks to avoid rejection. Level two is the fear of rejection, where people let the possibility of being told 'no' hold them back.

Level three is the acceptance of failure, where individuals acknowledge that failure is a part of the process. Level four is the pursuit of failure, where people actively seek out rejection to achieve their goals. Finally, level five is the mastery of failure, where individuals are unfazed by rejection and use it as a tool for success.

Changing Perspectives

Throughout the book, Eric's perspective on failure and rejection undergoes a significant transformation. He learns to appreciate the value of 'no' and begins to see it as a stepping stone towards success. Instead of being discouraged by rejection, he uses it as feedback to improve his approach and increase his chances of making a sale.

By the end of Go for No!, Eric not only achieves his sales targets but also becomes a top performer in his company. His journey serves as a powerful example of how changing our perspective on failure and rejection can lead to remarkable personal and professional growth.