Books

February 16, 2008

Why "Go for No!" Makes Sense for Businesses, Missionaries and More

Go_for_no If you're interested in building buzz for your product or service but don't have the luxury of a large marketing budget, it's important to tell people the "good news" about what you're selling. Sure, you will hear a lot of people say that they're not interested. Without question, hearing "no" can be so discouraging that many entrepreneurs and sales people simply stop  trying.

According to  Richard Fenton and Andrea Waltz' excellent book  Go for No!, when you hear "no" from prospects, it means that you're on the right track. Rather than merely counting the number of times that you get rejected, figure out how many people that you must engage typically before you hear "yes." That way, every time you hear "no," you know that you're actually closer to success since negative feedback means you'll soon start hearing "yes."

I heard a wonderful illustration of  the "Go for No!" principle on This American Life, my favorite NPR program. Take about 10 minutes to listen to Act Three: Mission Impossible which describes the challenges of two young Mormon missionaries on the Upper West Side of Manhattan. The young missionaries describe their typical 60 hour work week in which their sole objective is engaging people on the streets and inviting them to visit the Mormon temple.  Their average conversation is about 30 seconds and usually ends in a resounding "not interested" (or something much more colorful - it's NYC after all). A successful week means getting three or four people to attend a Mormon service.

Such a low number of conversations resulting in church attendance sounds like an abysmal number. But, consider the success of the Mormon Church in growing. Today, the Mormon Church has more than 12 million members, more than doubling its numbers in the past quarter-century. In large part, the growth of the Mormon Church can be attributed to young missionaries who haven't been afraid to "go for no."

It's no wonder that one of the missionaries in the radio story says that he is considering a career in life insurance sales. If he decides upon that course, I'm sure that he'll be successful because he has learned firsthand that "no"  is a word full of encouraging possibilities.

February 16, 2008 in Books, Creating Buzz, Negative Buzz, Sales | | Comments (0)

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Websites

  • Galvin Communications
    The website for my word of mouth marketing and PR firm. Sign up for The Buzz Bulletin, a free monthly eNewsletter, and receive a complimentary public relations handbook.
  • WOMMA: Word of Mouth Marketing Association
    An outstanding resource for word of mouth marketing information. This respected organization also puts on a variety of well-organized and information-rich events and conferences which are worth attending.

Speaking

Books

  • Al Ries: The Fall of Advertising and the Rise of PR

    Al Ries: The Fall of Advertising and the Rise of PR
    Credibility is the crucial ingredient in brand building. This book explains why PR should be used to launch a brand while advertising should be used only once major PR opportunities have been realized.

  • Malcolm Gladwell: The Tipping Point: How Little Things Can Make a Big Difference

    Malcolm Gladwell: The Tipping Point: How Little Things Can Make a Big Difference
    Why do major changes in our society so often happen suddenly and unexpectedly? Ideas, behaviour, messages, and products often spread like outbreaks of infectious disease. This book will help you understand how social epidemics take off and reach critical mass.

  • EMANUEL ROSEN: The Anatomy of Buzz : How to Create Word of Mouth Marketing

    EMANUEL ROSEN: The Anatomy of Buzz : How to Create Word of Mouth Marketing
    Rosen pinpoints the products and services that benefit the most from buzz and offers strategies for creating and sustaining effective word-of-marketing campaigns.

  • Mark Hughes: Buzzmarketing

    Mark Hughes: Buzzmarketing
    This book contains some great stories from an experienced buzz marketer that illustrate the importance of finding angles that make you stand apart from the competition. I loved the story of how getting the town of Halfway, Oregon to change its name to Half.com generated a flood of publicity. You'll learn some great practical tips from this book.

  • Ben McConnell: Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force

    Ben McConnell: Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force
    An interesting look at how to develop evangelism marketing strategies and programs that will create communities of influencers who will drive sales for your company.

  • Fred Reichheld: The Ultimate Question: Driving Good Profits and True Growth

    Fred Reichheld: The Ultimate Question: Driving Good Profits and True Growth
    Too many companies are addicted to bad profits. These corporate steroids boost short-term earnings but burn out employees and alienate customers. Learn why the answer to one simple question can determine your company's future: Would you recommend us to a friend?

  • Andy Sernovitz: Word of Mouth Marketing: How Smart Companies Get People Talking

    Andy Sernovitz: Word of Mouth Marketing: How Smart Companies Get People Talking
    This is the perfect book for an entrepreneur looking for a "how-to" on word of mouth marketing rather than a theoretical or academic overview. Andy Sernovitz built the Word of Mouth Marketing Association using many of the intriguing word of mouth marketing tactics he describes. His strategies are practical for both small and large businesses as his interesting case studies demonstrate. You may put this book down a few times while reading it so you can start implementing some of its excellent ideas.

  • T. J. Walker: Media Training A-Z

    T. J. Walker: Media Training A-Z
    Walker, an accomplished media trainer, provides great practical insight into maximizing the value of the media spotlight. By following his simple suggestions, you'll go into interviews much more confident and come out of them with much better results for your business.

  • Chip Heath: Made to Stick

    Chip Heath: Made to Stick
    This is the best business book that I've read since The Tipping Point since it provides a new way at looking at how you try to tell people about your products or services. You'll have lots of new ideas for promoting your business when you've finished reading this book. And, you'll discover that the best way to promote yourself doesn't involve spending money on marketing rather its all about learning how to tell your business stories better.

  • Richard Fenton & Andrea Waltz: Go for No!

    Richard Fenton & Andrea Waltz: Go for No!
    A great parable about a salesman who learns that every "no" brings him closer to "yes" - an important lesson for anybody who wants to create buzz.