Jul 22, 2014
About Today's Guest
Andrea Waltz Go For No Author, Trainer, Keynote Speaker. With a
B.S. in Criminal Justice, Andrea was poised to be a sales trainer.
(NOT!) But while working her way through college she excelled in
sales with Lens Crafters, where she eventually met her husband,
Richard Fenton, a fellow sales person. Together they left their
company to take their unique sales training message, "Go For No,"
on the road.
- Increase your failure rate.
Go for no! (Sara Blakely Spanx founder was asked by her dad every
day after school, "what did you fail at today?")
- B.S. in Criminal Justice but
she was working at Lens Crafters in college and became the GM.
She got into training, met husband, they both left the company to
do training and everyone loved the Go For No.
- After 7 years they narrowed
their focus to be just on Go For No.
- Richard, her husband, was struggling in a menswear store but he
got a chance to really shine and his manager, Harold, asked him
what the customer said “no” to and Richard was confused. “He didn’t
say no to anything” so the manager asked “How did you know he was
done?” This lit a light bulb
in Rich’s mind and has been the foundation of his training ever
- It’s the key to disqualification.
- They don’t get into a lot of
“yes-based” training with rapport building, etc. There are plenty
of trainers in that field.
- Disqualification is the
- They call people and ask if
they hire speakers. So their disqualification question is “Hi, do
you ever have meetings where you bring in outside sales trainers
- Must reprogram how you think
about failure. It’s a stepping stone to success. But it is a
- When you only want to hear
yes, your strategies are limited.
- Make it your goal to get 50
failures in a row.
- When you go for no you take
the pressure off of yourself. Your demeanor and attitude
- Get deep. Do more than
tactics because just having the tactics aren’t enough. Look at
attitudes and how they are formed at childhood and look at
- Why is there call
- It’s a mindset issue. Work on
your deeper issues.
- Perfection is not the goal.
Reprogram the way you think about failure and
- This concept works for
companies of all sizes.
- You need some self-motivation. Sales can be a lonely job. But
if you like to win you can and will win if you stay after it.
- Scripting and role-playing plays an important role.
- She encourages people to do a 30-day Go For No challenge. This
will show you your gaps so you know where to improve. Go ahead and
- Her book is what helps her land new clients.
- "Unlocking The Secrets of Retail Magic." It was a short book
for retail managers written as a parable and it did well. It was a
"calling card" book. The self-published and maintained control.
Everyone needs a book they can give away.
- Put yourself out there. Say yes and figure out how.
- They wrote the book while they were still employed. She got the
names and addresses of the top retail executives in the nation and
mailed them the book with an ugly brochure. "Good enough is good
enough." They had the expertise in that niche and it
- Retail sales is different in the fact they are quick, easy
sales with no follow-up. You want to help them make a quick
- Retailers today seem to be getting better. They see that they
need to. Limited, Victoria's Secret, etc.
- We all need to separate tasks vs sales-improving actions.
- Create a "no awareness." Track them. Analyze your reaction.
Realize it won't drive you to live under a bridge.
If you liked this episode, please let Andrea
Waltz and me know on Twitter.
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