the value in “no”

Do you welcome the answer no?

If not, I have a suggestion. Start welcoming the answer no.

The truth is no is just not today. No is an opportunity for you to learn more. It is your chance to uncover more information. Think of no as your signal to be curious and problem solve.

More than anything, don't forget that you will lose 100% of the business you don't ask for. So, if you aren't asking for the business, I can guarantee you won't get it. But if you are asking and you are uncovering information and creatively problem solving you absolutely will have an opportunity to get to the yes.