The Power of 'Going for the No' in Sales

The second quarter of 2025 delivered some incredible conversations on the Sales Gravy podcast. From discipline strategies that separate winners from wannabes to the psychology of selling that most reps completely miss, here are the five most powerful insights that can transform your sales results immediately. 1. Focus on Activity, Not Outcomes The Problem: Most sales reps get discouraged when they don't book meetings, causing them to change their approach daily. The Solution: Cynthia Handal, who runs high-performing BDR teams, revealed her game-changing mindset shift: "The outcome isn't to book a meeting. The outcome is to do the three hours of work." Her approach is deceptively simple but incredibly powerful: Time block your prospecting activities (she does 9 AM to 12 PM daily). Set a timer and don't stop until the time is complete. Focus on controlling what you can control—the work itself. Trust that results will follow consistent activity. This eliminates the emotional rollercoaster of good days and bad days. When you focus on process over outcomes, you build the discipline that creates sustainable success. 2. Get a ‘No’ Then Aim for a ‘Yes’ The Problem: Most salespeople chase prospects desperately, making them less attractive. The Solution: Mike Maples Jr., a Silicon Valley VC and former software entrepreneur, uses a counterintuitive approach to actively trying to disqualify prospects. The "go for the no" technique works like this: Start conversations by suggesting you might not be the right fit Use body language that shows you're willing to walk away Make prospects convince you they need your solution Qualify out aggressively those who don't value your advantage This approach leverages the psychological principle that people want what they can't have. When you're not desperate, you become magnetic.  3. Align Your Entire Organization's Message The Problem: Five sales reps with five different value propositions confuse customers and create internal friction. They need to be unified. The Solution: Lisa Dennis discusses that messaging alignment must extend beyond just the sales team to the entire organization. Her process includes: Involving the whole company in messaging rollouts, not just sales Ensuring customer success and support teams understand the same value propositions Providing discovery questions and conversation frameworks to salespeople Creating organizational congruence from marketing through delivery When everyone in your organization tells the same story, customers experience consistency at every touchpoint. This builds trust and reduces friction throughout the customer journey. 4. Trust Commands a 30% Premium The Problem: Salespeople focus on features and benefits while underestimating the value of trust. The Solution: Yoram Solomon's research that people will pay an average of 29.6% more to buy from someone they trust versus someone they don't know (not someone they distrust—just someone neutral). The trust-building behaviors that matter most: Listening instead of pitching Showing genuine care for the customer's situation Being attentive and present during conversations Making and keeping promises consistently Trust is worth dollars. 5. Get Your Math Right The Problem: Most businesses stay stuck in six figures because they're fundamentally undercharging for their service. The Solution: David Neagle, who has helped countless entrepreneurs break through seven figures, says the issue is usually mathematical, not motivational. His tips for confidently pricing right: Stop comparing yourself to the average—compare to the top performers Charge based on results delivered, not time spent Ask yourself: "If they get the same result, why can't I charge the same price?" Actually ask for the sale at your true value As David puts it: "It's hard to do $50,