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Go for No Summary

Updated: Apr 17

Watch the Full Video Here: Go for No Summary

00:00:07:04 - 00:00:43:06

Okay, guys. Yesterday I spent about an hour and a half summarizing this book. Go for. No, I ended up talking to Rory about it. Um, and essentially we were talking about like, talk time. We were talking about like presentations and things like that. And I read this book a while back, so it didn't take me that long to summarize. Uh, so basically the whole premise of the book of Go for No is the people that were getting the most nose were also getting the most yeses, of course. Uh, so there's I want to start because there actually is a story about a real company that did, uh.

00:00:44:12 - 00:01:17:03

Their insurance, too. So we're actually going to start here. All right. So I'm just going to read it. You guys can read it yourselves. But there was an insurance company in Chicago that called in a consultant to analyze why the profits were declining. You know, the company was averaging only two and a half sales per agent per month. Glad we're better than that. And they were at their wit's end. So the consultant comes in, immediately, puts his finger on the problem. He tells him the only problem is that they're not calling enough people. Well, that solution, of course, is not good enough for the executives because they want like, you know, if they pay somebody big money, they want like a perfect answer.

00:01:17:05 - 00:01:51:09

So the consultant said, I'll prove it to you. He took a group of their salespeople and actually, from best to worst and effective, today you're going to start selling policies door to door in neighborhoods where you don't own a sale. There was no leads provided. There will be no qualifying or prospects when the person opens the door. You must start the sales call with the following words. You don't want to buy life any life insurance, do you? So you guys know how bad a pitch that is. That's almost like a negative. The way to say it. Let's let's word it the worst way possible. So their mission was simply to see how many people they could repeat that message to every day.

00:01:51:11 - 00:01:56:09

And that was it. So they were all skeptical. And of course, the approach failed.

00:01:58:01 - 00:02:28:24

But 59 out of sick, every 60 people they approached says, you're right, I don't want to buy life insurance, so get lost. But one out of every 60 said, as a matter of fact, I do need insurance. Come in and sign me up. One out of 60 isn't a very good closing ratio. So you'd be right if you took to see 60 prospects. But with the consultants approach, the average salesperson followed. It took only eight hours. Good morning. To approach 60 people and to buy life insurance. And they basically started averaging one sale day.

00:02:29:14 - 00:02:46:16

So they were averaging two sales a month, 2 to 3 sales a month, and they went from that to one a day. So that was really powerful for me. So when I read that, I continued reading the whole book. So I do want to go over it with you guys. Anybody else read this book before?

00:02:51:08 - 00:02:57:14

No, but did have a chance to review the summary that of you reading it. So thank you, Ernie.

00:02:57:16 - 00:02:58:15

You're welcome.

00:02:58:18 - 00:02:59:09

Just joking.

00:03:00:21 - 00:03:31:00

Sorry guys. Took some early bird and it's caught and inhaled it. So the number one issue people have is truly the fear of rejection. So if you're not succeeding fast enough, you're probably not failing fast enough and you can't really have one without the other. So if you're going to avoid one, you're going to avoid both. They actually have a chart in here, the five Failure levels. So level one, we're just going to go through the levels here and, you know, be honest with yourself and figure out exactly where you are.

00:03:31:02 - 00:04:02:24

I really believe that we all fall in these categories at different areas of our life. So, you know, we could be at level three on one thing, level one on another, and then we could be, you know, basically like Justin or, you know, the final level where just failing all day, every day. But then you see the success is having. All right. So first level. And I would like you guys to say, if you guys are at this level, just, you know, be honest with yourselves, Just tell me. So level one is the ability to fail. So 100% of people on planet Earth have the ability to fail.

00:04:03:01 - 00:04:16:11

It's where we all start. So what keeps most people at this level one status is their intense desire to avoid any failure at all costs. And as a result, 80% of people never move past this basic level.

00:04:18:00 - 00:04:51:24

Then you, you know, you get to level two and then now you're kind of willing to fail. So people develop the willingness to fail, which means that they come to accept failure as a natural byproduct of the process of seeking success. So fewer than 20% of people make it to that level. So good job if you're there to for any sustained period of time. And level three, the wanting this to fail to want to fail is very unique, but it will help you tremendously. So having the wanting this to fail goes beyond mere tolerance or acceptance of failure as a part of life like wanting.

00:04:52:01 - 00:05:24:00

This means developing the desire to fail with the inner faith that personal and financial growth will follow. So fewer than 5% of all people actually ever get to this level and then failing bigger and faster. Level four, if you hit this, you're basically, you know, making 100,000, $200,000. The people who ascend to this level or those who have this come to the conclusion that a failing is good, then failing faster is better and not just failing faster, but if one is going to increase their failure rate, do it.

00:05:24:02 - 00:05:55:21

You know, do it. Going after big goals that are actually worthy of the effort. And then level five, this final level is for those rare individuals who understand that massive success requires multiplication of effort. Level five people call others to fail with them, knowing that individual failure means individual success and group failure means group success. So I really want to go for note today. I'm going to get on the phone as soon as we're done with this meeting and see how many no's I can get and actually just tally them. And I encourage you guys all to do the same because it really will help you.

00:05:55:23 - 00:06:26:13

It's like, all right, how many no's get? And then, you know, if you get more nos, you're going to get more yeses. All right. So this book. I found it very interesting that they were going over. Basically, this guy hit his head and woke up ten years later, met his really successful self. And, you know, this guy's out of shape. His hair's falling out, not taking care of himself. So he, you know, basically gets a wake up call. So the first story was basically this guy had a really good Monday. He had three sales.

00:06:26:15 - 00:07:02:19

He's supposed to meet with 20 people a week. So he had three sales. He's only trying to make four is this quota. So Monday is already making three sales. Tuesday, this guy asks him to be in some nonsense focus group, you know, promised him only and this happens us to like, you know, a friend or family only need an hour. Can you help me with this? Can you move some stuff for me? And in this example, it took him four hours and basically, like, ruined his whole day. And, you know, people in our lives can certainly mean they're not trying to ruin our day, but they do. If, you know, they take up five hours of our time when this you know, when this job really does require like eight hours of focused effort.

00:07:02:22 - 00:07:12:04

You guys with me on that? Like, have any of you actually tried to say these two hours I'm going to dial but then got a bunch of stuff to do. Like, how does that go usually?

00:07:14:02 - 00:07:14:23

Not well.

00:07:15:19 - 00:07:17:20

You will spend two hours literally just dialing.

00:07:19:13 - 00:07:54:01

Right? Or you just be like, Oh, man, if it's my problem. When I was selling because I had some commitments. So basically had to if I had to be somewhere at six. Then I couldn't really dial past 515. So showing up at 4:00 and saying I'm going to dial for two hours really means I'm only going to dial for an hour because what if I get into a presentation and then I miss, you know, miss my commitment. So if that happens, then, you know, you know, basically I'm not missing my commitment. So we all have to stop to hit, you know, to go to the place that we have to go to much earlier than we anticipate.

00:07:55:06 - 00:08:28:02

So we definitely do this. You know, I'll have a you know, we've all gone through this. I've done it, You know, Monday, Tuesday, I'm at 8000 and guess where I finished the week 10,000. It's like or 8000 because I've decided, oh man, I'm the best. You know, I made all this money. Uh, I don't need to show up the next 3 or 4 days or I do, but I'm not really doing anything. So we end up losing those days and, you know, months, years passed and we don't even recognize ourselves. So, you know, to wait to get to great things is, you know, middle.

00:08:28:04 - 00:08:30:02

You know, we don't want middle of the pack success.

00:08:32:04 - 00:09:02:18

And then there was a couple examples that this guy was using. Like all customers have things they say no to even when they buy. So if you get to if like basically the lesson was this guy was selling furniture and he sold him like the biggest sale he's ever made. And then his boss went over to him and said, okay, great, what did this guy say no to? And the guy had to think about it for a while and he realized he said nothing. So the lesson was the salesperson was done selling.

00:09:02:20 - 00:09:34:03

The customer never said he was done buying. So in our circumstances, you know, if we add the child writer, we ask for referrals, you know, the sale and then, you know, never end the sale yourself, you know, referrals, upsell, you know, he signed up for 10,000 right before the recording. You can say, All right, are you sure you don't want to do the 15,000 or the 20,000 mean it takes two seconds. The worst they can say is no. And you still got the 10,000. Does that make sense? Everybody does. Like everybody try, like, upselling, like at the last moment.

00:09:34:05 - 00:09:57:18

And like, I'm telling you, like, I don't do it enough. But like, when I have tried to do it, I've had like, much like I've done it before, like I've up sold people many times and it's like something that maybe I need to get into a better habit of doing that more consistently because like, it's worked for me plenty of times, but it's like, oh, not something I do all the time. It's like something that if it comes in my mind or, you know, I want to hire premium, then I just do it.

00:09:59:01 - 00:10:29:10

And the thing is, it doesn't require a lot, does it? It's like, you know, you're already. He already said yes to 10,000. So maybe they actually want the 15,000. And it's really easy conversation. It's like, okay, so we know that you're qualified for the 10,000, so I'm going to do this recording with you to, you know, solidify everything and make sure I can get all this paperwork out to you. Um, it's not hard to be like, are you sure you don't want to do the 15,000 or the 20,000? And sometimes they're going to say yes. And that was that's the easiest way to increase your income by, like 15%.

00:10:32:18 - 00:10:57:05

And guys like I really like it's very this is not easy thing to desensitize yourself to failure. And I think the best way and you know, he this guy was right as he's writing this book is to use that word. It's not a it's it's not like a no no word. It's not the F word. It's just, you know, Oh, how was that presentation go? I failed. So what The more the more you fail, the better you're going to do.

00:10:58:24 - 00:11:27:10

And I wrote this down verbatim here because I really think that kids are probably the best salespeople there are and they're not doing anything special. So, kid, can I have a cookie? No, kid, please. With a sugar on top? No. Why can't I have a cookie? Because I said so. But why? Listen to me. I'm not going to say this again. No. Ten seconds later. Mommy. Want a cookie? Oh, for heaven's sake. Just one. Anybody with kids been there before where they give in Just because you know, they don't feel like arguing anymore?

00:11:28:06 - 00:11:28:22

Oh, yeah.

00:11:30:15 - 00:11:41:22

Let's admit it's easy to do. We probably shouldn't. But we do. It doesn't matter if, like, don't have kids. But if my dog stares at me long enough, I'm going to give him a piece of my chicken on my plate.

00:11:42:11 - 00:11:46:03

Squatters are born closers. Daughters on dads. Definitely.

00:11:46:22 - 00:12:09:22

They are. Yeah. And like our natural tenacity of, you know, we want what we want. So, you know, kids are very selfish, you know, and they're all selfish. And that's just because their brains haven't, uh, matured enough. But they want what they want, so they're going to keep asking for it. And the same thing we have to get to that point where we see it as a challenge. We don't care about the nose. We only care about getting what we want.

00:12:11:13 - 00:12:42:06

And the people that fail the most obviously get what they want. And if you can get to the point where you say, I like to fail, it becomes you're eagerly trying to fail because you know, the success is there. Same thing with talk time. The amount of presentations, the amount of dials, like make it a game for yourself. Oh, okay. Let me see if I can get to, you know, five hours of talk time by 4:00. So basically, if we start at nine, uh, you know, that's seven hours that you're dialing, you're talking to people for four hours.

00:12:42:15 - 00:12:56:21

I've certainly done that a lot of times. I'm very efficient with that. So it's not like dialing does not take that long to dialed out, out, out. You think it takes forever. But if you actually look at the clock and see how many dials you're making, you'll notice only ten minutes gone by and you've called 20 people.

00:12:59:21 - 00:13:03:09

Anybody have any comments about this so far?

00:13:05:11 - 00:13:11:20

I never read the book. I got a lot from this. So thank you so much for sharing this. No, no lot.

00:13:12:10 - 00:13:47:06

Yeah, it's awesome. And I think the best thing, like they said, is just to go for no and, you know, just to know like, you know, even when I started in the beginning and I was dialing a lot and, you know, working into the evening hours, it was really just to go for the no, no. And then every time I would hear no, I knew that there would be a yes that would come eventually. So it's kind of like digging for the gold. And Henry Stewart used to use like the the gold analogy of the guy that you ever see the picture of the guy holding What's that called? The the fork stick thing.

00:13:47:21 - 00:13:49:09

Pick an axe and pick.

00:13:49:19 - 00:13:58:03

Yeah. And pick any like gives up right before he reaches the gold you know. Yeah. So it's like I never wanted to be that person.

00:13:58:13 - 00:14:32:18

It's a numbers game 100%. And that's what I really liked about this. And I never saw this author. I watched him on YouTube, but not to go too much off track, but he does a game where he pulls out red balls, he puts 20 balls into a bag. And this is perfect analogy for calls, I thought. And out of the 15 balls, five of them are red, mean 15 or red, five are green. And one dude, he pulls it out. It's like it's basic science. It's just a numbers game. And I'll summarize by saying, you know, if we make 20 calls, five of them are going to be yeses.

00:14:32:20 - 00:15:03:03

No matter how hard you push for a no, they're going to want it. And it goes back to other analogy. You don't want insurance, do you? You don't want to buy this to you. And it's not reverse psychology. It is, I guess, a little bit reverse psychology. More importantly, two numbers game what Nikki said, you just get on the phone and it's something I'm totally guilty of and don't want to get off track, but it's just a numbers game, dude. The more you dig, the more pedals you pick up, the more you realize that wasn't the piece of gold.

00:15:03:05 - 00:15:07:06

You're going to get close to that monster rock of gold. You're chunking for us.

00:15:10:04 - 00:15:40:15

You don't have time. You don't have to be. So this is the picture that Nikki is referring to. Basically kept digging, kept digging and, you know, walked away where he is like inches away from all those diamonds or gold. And that story comes from Napoleon Hill. Essentially, there was a guy who was only three feet from hitting gold. He sold all of his equipment to a junk man. And this guy, you know, he thought it's a good analogy because he saw it some counseling about like where the gold would be some mineralogist and the guy would like pointed out it's right there.

00:15:40:19 - 00:15:48:14

So it's three feet away. So this junk band who bought this equipment for hardly anything, got this equipment and then he's the one who hit the gold because he didn't stop.

00:15:49:23 - 00:16:03:19

This is a real example, by the way, just jumping Rockefeller or there's stories of Rockefeller doing exactly that. And a fool would sell them all his equipment and then just do that. But that's a living proof. I mean, you don't believe it. Go to ExxonMobil right now.

00:16:06:12 - 00:16:36:18

So like, yeah, I mean, we have no control over the actions of others. We only have complete control over how we react. So in the analogy in the book, the guy the guy was asked and I'm sure it's down here a little ways, but the guy was asked, how many appointments do you typically do a week? And he said, 20. And when he made those three sales and had four appointments, he he only made four appointments because he had the three sales and he basically gave up the rest of the day.

00:16:36:20 - 00:17:09:17

So the guy's actually a little bit behind, like, what if the same guy decided, you know, had three sales? That doesn't matter because I have 20 appointments to hit. Hey, this guy ends up going golfing on a Wednesday or Thursday. But what if he decided Monday just to keep going and then have, you know, eight appointments done, you know, and by Wednesday he's doing 24. And technically, you know, Rory will tell some of the top producers that maybe they should just come in at 8 a.m. Like if they if they want to live the life they want.

00:17:09:19 - 00:17:23:16

If you're already a top producer, you come in at 8 a.m. and work till 8 p.m. Monday through Wednesday. The numbers dictate those people will hit 10,000. And then this is surprising, but what do you guys think Rory says they should do after that?

00:17:26:07 - 00:17:27:06

Like the week off.

00:17:27:22 - 00:18:02:01

Take four day. Take a four day vacation. And you could do it every week if that's your goal. I mean, everybody's got different goals, but if they're always hitting 10,000, what do they care? And I really like that Rory actually said that because usually it's like, yeah, make another same. So, but like, if your goal is 20,000, then of course you got to work. But if your goal is 10,000 and you know how many no's you need to get to 10,000 of yeses, then the job becomes really easy at that point. And like, you know, whenever we hear, yes, we virtually learned nothing.

00:18:02:08 - 00:18:33:16

So I think, you know, the most empowering word is no, according to this guy. So it builds a lot of character and self-esteem. Like I can tell like this, you know, the people self esteem and like, you know, what they're made of pretty early on. If you're if it's your first day or your second day or your first week, you know, you should be going as hard as you possibly can with the mentality that you are going to get better. You're going to get better. You're going to probably make some sales. If you have 24 hours of talk time, you're going to get some sales, especially when people are helping you close deals.

00:18:34:20 - 00:19:00:24

Uh, yep. Average person slows down when their quota in our in sales quota is only $1,500 production. So obviously we want more a lot more than that. But we set our own goals and then, you know, we either hit them and quit, which is probably not good because your next week might not be as good. And success, you know, has ruined many a man. Love quotes. So Ben Franklin said that. Um.

00:19:02:16 - 00:19:19:19

So you can. Yeah, that interesting because the guy said you let a great day turn into a horrible week. So that Monday you had three sales and then you basically phoned it in the rest of the week. So you didn't even he didn't even have that great a week because, you know, he didn't have the amount of sales he needed.

00:19:22:22 - 00:19:23:12


00:19:26:08 - 00:19:58:17

Okay. So this is this is a good example. You know, he uses his friend Paul. He's in network marketing. So his goal is ten people per week to come to meeting. And he did the math, which James does with everybody after they've, you know, sold for three, you know, a month, three months, tells them exactly how much money they make per dial. But this in this example, this guy knows that he's basically got to talk to if he needs ten, he needs to talk to 200 people and not and 180 of them will say no thanks. It's basically the get rejected and get rich plan.

00:20:00:05 - 00:20:31:15

Um. Okay, so then the science is setting no goals. Like, I need stuff like this because I need to see numbers and understand exactly what I'm going for. So this is a good process for setting these goals, like let's go for No today. So first, use your current closing ratio. If you're brand new, then don't worry about that. So if your standard closing ratio was only 10% and you need two sales, then of course you need to sell to 20 people to get the two sales that you need. And this is a really good tip.

00:20:31:17 - 00:21:05:00

You can set monthly goals, but it's really hard because they're too imaginary. Like when I, you know, broke the record for sales in a month, I did not have the goal to write 81,428in production. My goal was to dominate that day, then the next day, then the next day, then next day. And that's, you know, that was the only way. Because if I said, Oh, I'm going to write 80,000 this month, like, how can I even measure that? The only way I could measure was like, I'm going to sit here from 9 to 6 and dial every day, Monday through Friday.

00:21:05:09 - 00:21:36:14

That wasn't much for the Saturdays. And I really don't want you guys working Saturdays if you don't have to. I really don't. I really want, you know, the efficiency, you know, the efficiency to be like, psycho level like that. You can quit on Thursday. Everybody can quit on Thursday if they want. Basically take Friday, Saturday and Sunday off. I know that's not a popular thing to say, but you can get to that point where it's like, you know, I am working family. Tell them be like am working these for four days so I can spend a ton of time with you Friday, Saturday and Sunday. Not be worried about money.

00:21:36:16 - 00:21:43:03

I mean, when you're spending time with family, the only time that's really good time is when your mind's not focused on work or we agreed on that.

00:21:45:06 - 00:22:16:04

Because if we're focused on working or oh, didn't hit my number, then we're just not going to have, you know, it's just not going to be as much fun. It's like, oh, got to go do this. I got to do that. And, you know, your brain just isn't in it. So three options you guys have at this. After you set this goal for the amount of no's you need based on the yeses, the amount of yeses you get from presentations. So you can either subtract, anticipate a number of yeses from your total sales opportunity and you arrive at no. So in that case it was 20 presentations equals two sales.

00:22:16:13 - 00:22:49:01

So it's 18 and then make 20 or no goal to ensure your chance of success week in and week out. So that's option B, You have to do 20 presentations because you know that's what you need. And then like his main thing was like your skill level, of course is going to improve the more you do this. So how fast do you want your skill level to go up? So if you're presenting 25 hours of talk time, you're getting 20 presentations in or like seven a day was what I was able to do. One of those people are going to say, Yes, if you're doing seven, one's going to say yes.

00:22:49:03 - 00:22:58:15

That was my always goal. And then got down to one out of three presentations and you know, that's about as good as I need to get. But if I get to 1 to 2, of course I'm going to keep going for that.

00:23:00:17 - 00:23:33:07

And option A keeps you from having bad weeks that occur because you get off to a great start. So a lot of you will fall into this category option A Like if you you kill it Monday and Tuesday or just Monday and you have option A, it won't let you slack off. So option B bills builds in a 10% increase in the number of calls and then provides a safety net. So if you know 20 presentations gets you the amount of, you know, money in your paycheck and sales that you want, then do 25.

00:23:33:09 - 00:24:07:18

Then you're not worried about hitting your goal because you are building in a like a safety net. So you're hitting another five presentations which will make sure that you hit the goal instead of, you know, worrying, Oh, I only got ten presentations, but I did make two sales, but I need four due 25 and then every single week and then you know that you're going to be good. Uh, and option C is, you know, the main option that will just let you crush it. If you constantly are increasing the amount of presentations you get or talk time or dials, then obviously your amount of production will go way up.

00:24:08:00 - 00:24:33:17

Like I really liked watching Nathan, like when he, you know, you know, during the ultimate challenge run, he got fourth started 2 or 3 weeks behind. It's not like Nathan is the best salesperson in the world. None of us are. So his talk time directly correlated with the amount of production he was able to get, and Nathan will admit he can be more efficient. Uh, you know, we can all be more efficient where, you know, when you're at work, just work.

00:24:34:10 - 00:24:44:21

Could be way more efficient. But then again, like, if you want, if you want like, to set your standards that high, then you gotta, you gotta put in the work to reach that.

00:24:45:19 - 00:25:20:03

All right. And then the work becomes easier. Yeah. Um, and this is the main thing. What happens to a lot of agents if you. For people that aren't in the office. Nikki knows this is a count check week. So those people that are getting big account checks on Friday or, you know, they'll see their statement at like 6:00 today. No, they're getting a paycheck on Friday. You'll see this office empty. And there's nothing wrong with that because the people have the money that they want. But it doesn't mean that, you know, early on in your career you're going to have those giant account checks.

00:25:20:05 - 00:25:48:19

But once you start getting them, of course you can do that. But it's usually not the best way to keep yourself consistent. It's like, you know, use that money, invest it, you know, get it out. I have to get my money out of my bank account because otherwise I'll spend it or I will get comfortable. So my money goes directly to investments or anything just so that I have like ten grand in my bank account at all times. But all of the rest of it's gone. So then, you know, I start to feel broke if I'm paying a bunch of bills and now I have 5000.

00:25:50:23 - 00:25:56:07

Um, okay, so this means that you, you know, you keep talking to your people to get your nose for the week.