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Learn to Say ‘No’ And It May Well Help Your Profits

By Eugene Peterson

Here-to-fore my thoughts and understanding of the word “no” centered on rejection, negative actions and subsequent consequences.  Hearing the word “no,” in proposed business deals was like hearing a death sentence. The word killed the deal, it had finality.  After hearing the word “no” I felt rejected and would run, not walk, to get as far away as possible from that transaction.  Over the past 50 years, significant research has been done regarding the principles of influencing people. To my surprise, the word “no” is now associated with a powerful theory that has the potential to influences people in a positive, uplifting way. When understood, it can effectively be used to increase company profitability.  Today’s term for this principle is “Reciprocation,” coined by Human Resource Scientist Dr. Robert Cialdini. Today, I am excited every time I hear the word “no.” Now I can use the word “no” to my advantage for the profitability of my company. And so can you.