Success Stories

Relationship Marketing With Kody B: Andrea Waltz

Sales psychology is a real thing, especially when it comes to the fear of being rejected.

Over the years sales & marketing have changed drastically. The ‘hard’ sale is a thing of the past, while relationship marketing has taken the forefront.

So how does relationship marketing help you to overcome the fear of rejection in sales?

Your goal should be to build relationships, not #’s. Stay with people long-term. Follow-up from time to time and eventually the prospect that said ‘no’ the first time, will more than likely become a ‘yes.’

Andrea Waltz is wildly passionate about teaching audiences how they can overcome the fear of failure and rejection in sales, and reprogram how they think about the word ‘no.’

Andrea is the Co-Author of ‘Go For No’ a #1 bestseller on Amazon. Her book is in the top 20 of best-selling books for eight years and counting.

Listen in as she shares that “Yes is the destination, and No is how you get there” on the latest edition of Relationship Marketing with Kody B.

Kody Bateman: Hello, everybody. This is Kody Bateman. Welcome to another session of our Relationship Marketing Podcast. I’m always excited to do this show, always excited for all the guests that we have on here. Special thanks and gratitude to everybody that comes on here and serves our business community with your knowledge and your expertise. Boy, do we have an exciting show for you today.


I had a chance to meet this person several years ago, her and her husband and been a big fan of theirs ever since. Without further ado, I want to introduce Andrea Waltz. She is the co-author of Go for No!. Now, I know a lot of our listeners know about the Go for No! book. Andrea, welcome to our show.


Andrea Waltz: Hey, Kody! It is so great to be with you.


Kody Bateman: So we have – thank you. So we have our podcast listeners, they obviously listen in, they can’t see anything. But we also have YouTube folks that will come on and watch this show from YouTube. And so, those on YouTube can see that you’re probably in a home office and you have your Go for No! book sitting up in the background, which is super cool. And I’ll tell you, it’s – well, I want to jump right into the show. But first, I got to set you up a little bit.


Andrea Waltz: OK.


Kody Bateman: I was about to jump right into some question because I’m really excited to question you on some things. But I do want to kind of read through some of your bio if I can for our listeners just so they can kind of understand a little bit about your background.


Andrea Waltz is the co-author of Go for No!. I love your little slogan that you have, “Yes is the destination, no is how you get there.” And so obviously, that’s a big part of your messaging.


Along with her husband and business partner, Richard Fenton, she has made her mission to liberate people from fears of failure and rejection, sharing an entire new mindset about hearing the word, ‘no.” She had spoken all over the US and UK teaching the Go for No strategies having been embraced by people in a wide variety of industries and businesses to rave reviews and amazing results.


Andrea’s book hit #1 on Amazon’s selling list and has remained in the top 20 of sales books for the last 8 years. So that alone, I mean being in the top 20 for 8 straight years is very telling. I mean that’s not easy to do. It’s a big, huge accomplishment. And again, congratulations to you and your husband for all that you’re doing out there. It’s just super cool.


Andrea Waltz: Well, thank you so much. We are very passionate about the message, that’s for sure.


Kody Bateman: There are a lot of other things to share about you but I could spend the whole show here just giving you the accolades but let’s get into some of the cool stuff. So I’m going to be straight up with you right out of the gate. So the first – you know and you had a chance, you came to our corporate headquarters many years ago and you actually interviewed me for some of the projects you were working on which was an honor for me to be able to do.


And I don’t know if I – if we had the discussion back then or not but when I was first introduced to the Go for No! book and the concept, I met with reservation because I’m Mr. Positive. I’m up for talking about positive affirmations. You always got to have positive words and what that positivity begins a manifestation process. So I struggled. I’m going to be honest. I struggled upfront with the whole Go for No. What do mean Go for No? What?


I mean if you go for no, are you not manifesting getting nos? Now, we’re talking in the sales environment. Your concept is to go for the nos so I was resistant upfront. So talk to the people like me.


Andrea Waltz: Yes.


Kody Bateman: What – how do you overcome that?


Andrea Waltz: Yes, which I love because I love changing people’s minds. [Laughs] And it’s fair resistance, honestly because you heard Go for No and you think, “I don’t want to hear a no, I want to hear a yes.” And that is why that tagline is so important, “Yes is the destination, no is how you get there.”


I think that the main thing that people have to understand is that we’re trying to reprogram the way people think and feel about failure or rejection and hearing the word no. And so, Go for No is about intentionally going out and hearing no more often. And when you do that, reaping the benefits of hearing more yeses.


So in a way, you could say that it’s a little bit of a number’s game but I don’t like that phrase because we never want to look at – people aren’t numbers. We never want to make people feel like numbers. We want to build relationships for sure. It’s just that you have to have that courage and persistence and tenacity and that willingness to face that no so that eventually those nos turn into yeses.


And I will tell you, I have heard many, many stories just in my meanderings out there online and in talking to people about people in your business who, they were persistent and they shared about the service and they shared – they talked about the business and sometimes it takes people a long time. They see it and they go like, “Yeah, that’s interesting.” And you got to stay with people for the long run. And that’s really what Go for No is about.


But I do want to say and I love that you pointed it out, that manifestation of the yes, it’s not so much that you’re expecting for it for sure, hoping, praying, or wishing for a no, but you’re accepting. So there’s a difference between expecting and accepting and saying, “You know what? I accept it but I want to take the appointment on and sit down with this person. I want to show them and then the answer is what it is and then I’ll continue to build that relationship and then down line at some point, it could be a yes.”


Kody Bateman: So I remember reading your books years ago and one of the things I remember about is – which was kind of a huge shift for me. It wasn’t – I mean it was almost like – it’s almost like you’re saying, “Well, go for no.” So there are a lot of examples in there how like you actually want no. You want to get nos like it’s – so it does take a while to shift your mind to that.


In fact, I think you even have an expectation of people when you do your training stuff, you have an expectation that people actually know how many nos they are getting like you want us to log the nos we get in our prospecting conversation or the sales process. You have a thing where you want – you literally want us to log the nos we get. Explain that.


Andrea Waltz: Yeah.


Kody Bateman: Explain that process.


Andrea Waltz: Well, so most people are really good with counting the yeses that they get and knowing how many yeses they got today or this week or this month. And we do encourage people to set what we call no goals and to log those no goals in.


And I’ll give you like a – just a fun example of how this mindset shift can happen when you do start really counting your nos. So like a common no goal for somebody would be to get 10 nos this week. And instead of worrying about, “OK, I want to get 2 yeses or I want to get 4 yeses,” you just say, “I’m going to get 10 people to say, ‘No, I’m not interested’ this week and I’ll let the yeses happen as they may.”


And so, a good friend of ours named Mike, he was – it was like Friday afternoon. It was like 5:30. And he had a no goal that week of 10 and he said – he had 9 nos. This is like Friday afternoon and he thought, “You know what? I’m going to hit my no goal of 10. There’s a guy that I’ve been calling on and I know that this guy, this guy keeps telling me no so I’m just going to call him and I’m going to get my no and then I’m going to have hit my no goal of 10 for that week.” So he ends up calling this guy and the guy wouldn’t you know says, “Mike, I’m so glad you called me. I’ve been thinking about you. I’m ready to get started. Sign me up.” And he got his yes.


So he said, “Andrea, I didn’t really know how to feel about that because I was excited that I got the yes and yet, here I was thinking that I would hit my goal of 10 nos.”


So that I think is that wantingness piece is to say it’s not about avoiding those nos and protecting yourself from that rejection, which is kind of where we both been tightly trained. It’s saying, “I’m going to go out there. I’m going to have the courage to hear those nos and to set those – to log those nos and just keep track of them, understanding that the yeses are out there when you do stuff like that, when you track them.”


Kody Bateman: That was actually one of the things that helped me to really shift and start to believe in the Go for No concept. It was the fact that it kind of takes the pressure off. Like if you’re in a sales environment and you’re prospecting and you’re trying to get people on the line and you’re trying to get things going in your sales process, we hang on some kind of so tight to our outcome. It’s like, “Oh my goodness! I’ve got to get three sales this month or I’ve got to get whatever. I’ve got to hit my quota. I got to hit that quota.”


So you are focused on the yeses. You’re totally focused on the yes and the focusing on the no kind of takes – not kind of but really takes the pressure off. So when you’re sitting there in time block, a prospecting time block and you want to reach 20 prospective clients via phone or however it is you’re doing it and now the goal is to go for no, there really is no pressure. And I think that’s important.


Now, I really want to touch on this and I want to get your input. So my wife, Jodi and I, we are kind of going through right now together. We are doing some manifestation exercises. So together, we are working on some goals and a whole manifestation process. So one of the big things that has really come out in that is how important it is to detach yourself from what you’re trying to manifest. So it’s like, “Yeah, put it out there that you want to manifest X to come into your life. Put that out there.”


What we are finding and we taught it for years but now, we are just kind of really doing it together is that there is a really important part to releasing on it. You have to release on it and not put pressure on yourself because that kind of negates the whole manifestation.


So how does that relate to the whole Go for No – let’s call it the psychology of Go for No?


Andrea Waltz: Yeah, absolutely I love that. Well, because you do want to detach, you want to detach from that outcome and you really want to focus on the act – and in the case of Go for No, you want to just focus on the activity. And so the activity really is about going out and meeting people and prospecting and sharing what you have and getting a no. People are making those connections, starting those relationships if you will, and detaching from the outcome so that there’s no pressure on this person and there’s no desperation for, “I have to get a yes.”


And one of the things I kind of joke about it is that the go for yes salesperson which you think like, “Oh yeah, I want to be a go for yes salesperson,” but the go for yes salesperson is the one that’s like, “What do I have to do to get you in the car today?” Like, “I’m going to get you in. This is going to happen whether it’s good for you or not. I’m going to twist your arm.”


And the go for no salesperson says, “I want to go out there. I want to tell my story to as many people as I can, as fast as I can. I want to let them hear this story and then I want to let them decide for themselves. And if it’s a no, no problem, but I’m going to continue to follow up with them if there’s a little crack in that doorway,” which there usually is, “and if it’s a yes, great. But either way, what my mission is, is to tell my story.” And so, we focus on that mission.


So kind of like what you’re saying is you put it out there and then you just stand back and say, “It’s going to happen the way it’s supposed to happen.” But you get into action, and that’s the key.


Kody Bateman: Really good stuff. So this show here is about relationships. It’s Relationship Marketing, and that has been a great coin phrase for us for many years. So I have a book out called The Power of Human Connection, how relationship marketing is transforming the way people succeed.


And so, we talk a lot about the importance today of building relationships versus building sales. A lot of our guests that have been on this show talk about the sales process in a much different way it used to be. Traditional sales was go for yes. Traditional sales was hard close and get them on the phone, going through the process. Like you said, “How do you get you in the car today? Let’s do it right now.” And those days are kind of over.


It’s people – we talk a lot on this show about how people know – people know about your product as a service way before they even talk to you now with the information age the way it is. So relationship is becoming more and more and more important.


So one of the things I want to talk to you about – so you’re going through the sales process. A lot of our guests that have been on the call and a lot of the stories that we feature in the book talk about the sales process. Now, it’s about gathering information and creating relationship. It’s about assessment. So how does that relate today? So you say go for no and today’s day and age, there’s a lot of discussion of which I love about, for lack of a better term, say go for the assessment, so what’s the difference between assessing somebody’s needs versus going for no?


Andrea Waltz: Yeah. Well, so …


Kody Bateman: Hey, this is a new book. That’s a new book for you.


Andrea Waltz: That’s right. That’s right.


Kody Bateman: Go for – yeah, there you go. Yeah.


Andrea Waltz: One of the things that I think about for any business, doesn’t matter what the business is, because we all ultimately your kind of doing the same thing. We have products and services that we want to share and ultimately we like people to buy those things.


But the way that those things unfold happens differently. And so you’re talking about assessment here and I like that. And I think that there are go for no moments, what I call go for no moments in every business. And so, for this – in this case, the first piece, the first go for no moment is really how do I get myself in front of someone or on the phone or over text, whatever the tool is, it doesn’t matter so that I can begin this assessment process?


So that’s the first go for no moment and it requires that courage to ask and to make the invitation to somebody to say, “Hey, I want to see if I can maybe help you in your business. I want to ask you a few questions and see if maybe I have a solution for you.” So that’s that go for no moment.


And then what happens is when we make the assessment and we say, “Gosh! This is going to be perfect for this person. I need to take the next step.” And so the next go for no moment may be something like, “Man, after everything you’ve just described, this service is going to be – this service would be ideal and here’s why and here is why I think you should do it.” And be an advocate for that service so that person understands that this is like the closing part and there’s nothing wrong with that. You have to be an advocate sometimes because people oftentimes are just scared to change. They don’t want to take that step. They’re a little nervous. Will this work? Is this cool? I don’t know. And so, that’s another go for no moment.


Then there are other go for no moments throughout like maybe somebody is happy. It’s 30 days later and you follow up with them and you’re like, “Hey, how is it going? Do you know – who are the couple of people that you can think of right off the bat who would love to be using the service like you are?” And another go for no moment.


So I break it down into go for no moments and say, “If every time you have that little bit of nervousness or anxiety like OK, here it comes, I have to ask this person a yes or no question,” that’s the moment where you have to have the courage to ask.


Kody Bateman: Wow! It’s really good. So going for no is really part of the assessment in assessing people’s needs and you want them to say, “No, I really don’t need your service.” And so it’s like, “OK, that’s great. Help me understand your business better.” And again, a lot of what we talk about is people need – people don’t want to work with you until they know that you care about them. They don’t – it’s not how much you know, it’s how much you care that means something to somebody especially today in the relationship age that we have.


Now, you and your husband, you guys, I mean you’re experts at creating relationship. That’s one of the reasons I think that your book has been so successful is that you’re really good at maintaining and building relationship with people.


So tell us a little bit about you have a training company. You are an author. You do – you’ve got a lot of services that you author. What kind of things do you do to create relationship and to nourish relationship in your business?


Andrea Waltz: That’s a great question. Well, what I found from my standpoint is I’m very clear about – as entrepreneurs and I think people listening or watching this can relate, we love to do a bunch of different things, right? So Richard and I have expanded and we’ve got our hands in different businesses and different things, publishing being one of them that we just started.


But when it comes to building relationships and helping people with that, I’m like rooted in a purpose of the thing about Go for No that I love is keeping people in momentum, keeping people in action without letting that fear of that failure, that fear of no or fear of rejection get in their way.


So from that standpoint, I pretty much wake up every day and say, “How can I do that and help people every day?” And when I do that, that builds our relationships with people who have maybe read our book or maybe seen us speak. So for me, it’s creating that daily motivation for people and that daily encouragement.


And also, the other thing is just being I think engaged with people like for example on social media and all of the tools that we have, I’m big, big believer in that and a big believer in taking connections offline, getting in-person. So I think it all works hand in hand. But the key for me is you have to know your purpose. You have to know when you wake up, you got to be excited about, “What do I want to accomplish?” And then it’s I think a lot easier.


Kody Bateman: So you mentioned social media. Let’s talk about that. You are actually what I guess we would call an influencer on social media. You got, I don’t know, your numbers are crazy. You got like 30,000 followers on Facebook and all this kind of stuff. So what kind of things do you do to create such a big following? Everybody is interested in that today.


Andrea Waltz: I think the absolute biggest thing is you’ve got to be out there listening. It’s not about just being out there and talking, talking, talking. I purposely go out and I listen to – I find people with good news and I love people with good news and to congratulate them. I love connecting with people. I don’t think that whatever platform you are on, if you see somebody who has posted something, don’t just like it. Comment. I mean it is really about taking it to the next level and really engaging and I think that is what builds relationships.


So it is putting out good content but the talking is just like one third. It’s two thirds listening. You got to pay attention to what people are saying. You got to care about that. And when you reply to whether it’s a tweet or a Facebook or whatever, those are those little tiny connections and you build on that.


So – and also, I mean from like even the Facebook page that you mentioned, the 30,000 fans or whatever, that is the talking part. But I try to – if somebody posts a comment, I respond to every comment. I respond to it personally. I just have taken it very, very seriously. And that has paid off.


Kody Bateman: OK. So I need you to help me out with something. I’ve actually asked this with some of our listeners before, one of the things in my personal development, I’m a student of personal development and a teacher of personal development, and I’m finding that the older I get, the more I realized there’s a lot more I need to learn. I think I’m this teacher but I actually need to learn a lot more than I need to teach.


But here’s – one of the things that’s really important in my personal development journey right now is the importance of being present. In today’s day and age, we got smartphones in our hands. We got our young generation coming up. They’ve been born and raised on that. They live on their phones. They live on these things. And right now in my life and Jodi and I both, we really, really see the value of being present with people literally more than anything else.


And to me, this is my own struggle. My own struggle is how do I do that? How do I be present in the moment not only with people but with places you’re at? Basically, are you smelling the flowers as you walk by versus are you on your smartphone making a comment to somebody’s comment? How do you deal with that? I mean because I need help with that because I get to the point, I get so frustrated that I don’t even want my phone around. I just want to put it away somewhere so that I can go be in the moment. So how do you – help me out. How do you deal with that?


Andrea Waltz: Yeah, that is a good question. Listen, you are not alone. I think we are all going through this together, figuring out how do you have – it’s almost like we got an extra life added to our lives, right? We got this extra – here we are living our lives and then you get this little device and it puts your whole life on to a platform that’s running simultaneously to your in-present life but it’s online. And so now, you’re living two lives. And it’s – you really don’t have time before living the one life, now we are living two lives trying to figure this out on the same track simultaneously as we go.


So I agree with you. I am a big fan of being present as well. And I have learned that and I have learned this the hard way because there have been times where Richard has come in to tell me something and I’m like, “Yeah, yeah, yeah.” And I’m not listening. I’m on my phone. And I realized, “You can’t multitask with another human being.” It’s just not right. So you have to choose to put it down and just put it down and choose to listen and be present. And it’s tough.


I squeezed in literally my social media in every nook and cranny I can find that doesn’t matter. If I’m standing in line at Post Office or I’m at a grocery store, I jump on and I’m like, “What can I accomplish in five minutes?” Strategic, right? Strategic way. And then if I’m cooking dinner and it’s our time and I’m cooking dinner or we’re going to watch a Netflix show or whatever, phone is gone. The phone is gone for a few hours and it’s just not that time.


So you’re not alone though. This is fascinating struggle for all of us.

Kody Bateman: Yeah. One of the ways that – and this has been an advice that I’ve gotten from other people and whatever and things I have kind of tried learning myself, one of the things that works for me in other areas like people ask, “Kody, how do you have time to write a book when you’re running a company? How do you have time?” And I’m a big proponent of time blocking. So I really believe in time blocking where, “Hey, if you’re going to spend an hour – the only way that you get really good at exercise is you have to time block your time to exercise.” There is a time that you do exercise, time to go to the gym. Whatever. And there is that one hour a day or whatever to go to the gym. If you don’t time block that, it isn’t going to happen.


So I always use the analogy of going to the gym because that is a true time blocking thing that a lot of us do, and the same thing for anything else. In the sales process, the number one problem that people have is they don’t have enough people in their pipeline. And the number one thing people don’t want to do in the sales process is they don’t want to prospect. They don’t want to go for yeses because they don’t get yeses.


Now, if they start going for nos, maybe they will want to want to prospect more. That’s kind of part of your message. You got to time block prospecting. You got to time block the prospecting as an important tool. So I start to think, “Well, why not time block my social media efforts? Why not say, ‘OK, I’m going to take an hour a day of whatever and that’s when I’m going to post and comment and like and share on social media.’”


What do you think of that strategy because part of the problem I’m seeing with doing that, it works for me but part of the problem is, I’m not commenting very quickly on some people’s stuff because I’m only commenting one hour a day. Does that make sense?


Andrea Waltz: Yeah, absolutely. Social media is a timely medium. Things are timely. And so, I would almost – and I agree with you on the time blocking. In my head, I call it batching. And so, I almost like doing 15-minute intervals to where you don’t just get kind of worn down and ground down by it but it’s jumping on maybe one platform for 15 minutes and then maybe jumping on again for another 15 minutes.


And I think Kody, a couple of things like you just brought to the surface for me though is one is you really have to choose – you really have to make hard choices about what you’re going to put your time and energy in. And I think also there is this thing that we do to ourselves which is I’ve got to – it’s the I’ve got to. I’ve got to be here. I’ve got to be there.


Hit a couple of platforms that you love. And if there’s something that you don’t like, don’t do it. Just – because if it’s not done well, honestly, you might as well not do it at all. So do a couple of things. Pick the things that you really like and do them with excellence and do them consistently.


And it’s the same thing with go for no blocking. I call it your go for no time. It’s basically prospecting. And I would rather see somebody prospect 15 minutes every single day rather than do it be typically – and I have a Facebook coaching group that I kind of admonish people on those and say, “You can’t store up 30 days of prospecting and try to get it done in one day, in a 10-hour timeframe because you would not do it. You are not going to be able to pull it off. You’re better off doing something consistently a little bit every single day.”


Kody Bateman: Yeah, no question. Really good stuff. One of the things I just got out of that is maybe I need to shift a little bit to maybe 10 or 15-minute time blocks instead of 1 hour time blocks for social media. That might help me and maybe schedule four or five intervals a day. I think I could probably make it work in that way.


I mean I’ve gotten to the point now where I’ll literally – because the challenge with the smartphone is you – it interrupts you. There’s constant interruption. And sometimes that interruption is not very positive. I mean sometimes there’s – people, they revert to negative things on social media because negativity sadly draws people in and that creates more viewership, which I think is really sad. And so, you end up getting exposed to negativity.


So one of the things I’ve done is I love my airplane mode on my phone. I click airplane mode all the time. It’s like I don’t want to hear noise at a certain time. When I’m ready to see what’s coming in on the phone, I’ll click it so that I can do that.


So I like that. Maybe I’ll go more to 10 to 15-minute time blocks four or five times a day because I got to be – I have to be better at it. Here’s another thing. I have people that do social media for me and that doesn’t always work. And so you know you’ve already said, you kind of do your own thing and you’ve got 30,000 viewers and I don’t. So I need to pay attention a little bit more to what you’re doing.


So anyway, good stuff.


Andrea Waltz: I’m also not running a multimillion dollar company like you. But multi, multi, multi so I think you got a little more than that.


Kody Bateman: Yeah. Well, thank you. It’s all relative. It’s crazy. I was joking with my sister the other day. I was kind of like saying, “Gosh! Nobody – are people not interested in what I want to say more?” And she was like, “Kody, you got to get on and you got to make your comments and you got to …” Dang it! So I got to go do that stuff.


Anyway, I’m an old school. It’s taking a little while to learn. So, you guys talk a lot about – I mean you not only do the Go for No in a whole sales thing, you do a lot of personal development teaching yourself and you guys do some great work on overcoming fear and overcoming rejection in life not just in a sales process but in life. And I love how you guys do that.


Can you kind of just take a couple of minutes and talk to us that having fears and that we fear rejection even in our personal life? What kind of things should we focus on to overcome that?


Andrea Waltz: Yeah. Well, I love talking about this subject because it’s just so personal to me. When I first learned Go for No from Richard, I actually thought I was a superstar salesperson, that I was fantastic and then I had to get honest with myself and realize I didn’t like hearing the word no primarily because I did have a fear of rejection and I had a kind of perfectionistic tendency going on which means I wanted people to like me almost in a pathological way. I wanted people to like me.


And I saw that if I was rejected that that means that people would not like me and I don’t want to look like that, “Were she an aggressive salesperson?” So you have that from a business perspective. And if your business kind of leads over into your personal life a little, you could end up having issues with friends or family or what have you.


And so, these fears are big. And I think a lot of it has to do with taking things personally. And so, I’ve done a lot of work on myself over the years with that. One of my favorite books is a book called The Four Agreements. One of the four agreements is not to take things personally and it’s really to embrace people’s choices.


And I have – some of the work that I’ve done is really to embrace and learn to love the fact that somebody is saying no. Learn to love somebody’s different choice or different opinion rather than see it as this cut into our armor that we are somehow now injured. We’ve got to almost understand where they’re coming from just like – and so the funny analogy I give you about these fears especially taking it personally because I think this is a big one, and also fear of failure, is that if you are walking down the street and we saw a woman coming down at the street in a white dress covered with bright red cherries and I said, “Oh my gosh! She looks ridiculous!” And I told her. I said, “That dress looks horrible.” And you said, “That dress is fabulous. I think she looks beautiful.”


Well, the question is if she got both of those things from me and from you, who should she believe? And we tend to believe the negative. We tend to just discount the positive. What we have to understand is that wherever you are coming from, you’re just like that dress. I am coming from it from someplace, from my own beliefs and experience and that’s about me.


The point is, both of us have those opinions because it’s really about us. It has nothing to do with her. She is just walking down the street in this dress. The sooner that we can work on this and practice this and I feel like it’s really a skill to build your – I guess your understanding of this, will help you when you go out whether it’s personal, whether it’s business, you just learn to almost love these differences and they just kind of slide right off you. And I think that has – I think that makes a big difference towards fear and then also fear of failure, which is a huge thing with Go for No!. Fear of the word no. And that’s why in the book, we dig down into failure and we say, “Hey, you got to let – give yourself permission to fail especially for people who are just starting out in business.”


You can’t expect perfection. You’re going to make mistakes. You’re going to fail. And it’s going to be ugly. And you got to give yourself permission to do that rather than expect perfection that you’re going to fill out. It’s going to be king busters. And if it’s not in the first 30 days then you’re going to hang it up and quit. Whoa! You got to expect some failures. You got to roll with those and keep going.


Kody Bateman: Well, again, that goes right all the way back to your Go for No concept. I think that fits in beautifully with that philosophy you shared. You just roll with the flow and roll with the flow. Go for No!


Andrea Waltz: That’s right.


Kody Bateman: It’s good. It’s very, very powerful stuff. So you’ve – how do we – how do our listeners find you guys? I mean you got all kinds of places where you’re at. Can you just share with us a little bit of where we could go learn more from you guys?


Andrea Waltz: Yeah, thanks for asking. Our website is And that’s the words spelled out so and we – nobody had taken Go for No on any of the social media stuff so we own the Go for No on Twitter and we’re Go for No on Facebook and we’re Go for No on Instagram. So from that standpoint, we’re well-branded.


So on whatever platform you want to, I love hearing from people and love connecting with people so by all means, reach out to me.


Kody Bateman: Let’s talk about branding just for a second because you’re excellent at it. I mean obviously, Go for No and you just gave us examples of how you brand yourself with the unique words Go for No. But you have a really cool slogan too. Share with us what the slogan is again. I mentioned it the first of the show but what is – because in your slogan which is one sentence, really kind of depicts your entire philosophy which I think is powerful. So share that. What is the slogan?


Andrea Waltz: Yeah. Yes is the destination, no is how you get there.


Kody Bateman: So, let’s talk about branding. So Go for No, yes is the destination, no is how you get there. So literally within less than seven seconds, I kind of get it like I get it. I get it. Like I get what you guys are. That’s powerful branding. That is powerful branding. So talk to us a little bit about branding. You got a lot of entrepreneurs that listen in here. They are trying to get their start on things. Branding obviously is key. What would you recommend to people to get a solid branding going for themselves?


Andrea Waltz: Well, I think your first decision has to be – and I don’t know if we have done it right or wrong. We done it the way we’ve done it. And I am no branding expert. We’ve had some happy X.


Kody Bateman: Yeah.


Andrea Waltz: We had some good – some luck that’s involved. And for us though is it’s not as – it hasn’t been as important for people to know my name. In fact, a lot of people don’t know my name. They don’t know Richard’s name. We are known oftentimes as the Go for No people even though somebody wants to have us speak like, “Get the Go for No people.” They have no idea who we are.


And so – which to me is fine. I actually – that brand is more important. So I think really figuring out what that – what your message is and are you branding yourself as a particular expert for a particular group of people? Are you branding – do you want to go out with a message? And if you do, you have to understand that that message might overtake your name and that you want to stick with that message for pretty much ever because as far as I’m concerned, I have now branded myself so well that I forever be known as the Go for No people. I mean changing that now is almost impossible.


So we painted ourselves in the corner. I think that’s a really important distinction as are you message-focused? Are you your individual? Is it your name and about who you are and what you do? And then go from there in terms of the brand.


Every person I think has a brand to some extent. It is kind of how operate with people. Are you known for being funny? Are you known for being serious? Are you known for being a goofball? You bring that to the party and that goes to your individual brand and you can capitalize on that as well. But that message versus person I think is the first big question.


Kody Bateman: Now, you and Richard are going to be featured at the Outbound Conference coming up. Is that right in April? Are you going to be speaking there?


Andrea Waltz: I am speaking there, yes. I am speaking there. And just me, not Richard because as he likes to joke, I hijacked this brand from him.




Kody Bateman: Well, that’s great. So tell us a little bit about the Outbound Conference. I know we’ve got a lot of people that are going there. I certainly recommend people go to OutBound Conference to learn the sales process and hear people like yourself, great trainers and teachers are going to be there. So when is it and how do we get there?


Andrea Waltz: Yeah, yeah. Well, it’s going to be amazing. So it’s April 24th and 25th in Atlanta downtown at the Congress, I think it’s called Congress Dome. There is going to be 20 of the greatest sales trainers. I honestly still can’t even believe I get to go to this thing. I’m so honored and excited.


Jeffrey Gitomer who is the author of Little Red Book of Selling is going to be speaking. The four guys who started OutBound, Jeb Blount is one of them. And he wrote a book called Fanatical Prospecting and a book called Objections, both great books.


Bob Burg, The Go-Giver, he is the author of The Go-Giver and a phenomenal speaker. So, there’s going to be so many – so much learning and they’re going to really keep it fast-paced and short talks and very – mix it up quite a bit. So it’s going to be really, really amazing. I cannot wait.


Kody Bateman: OK. So I’m going to go for no right. I’m going to do a go for no right now. So we have our national convention on August 7th through the 10th at Salt Lake City, Utah. And we’re doing something special this year because one of those days, August 9th, we’re going to have what we call the Relationship Marketing Grand Summit. And it’s going to be similar to the OutBound Conference where you have lots of speakers come in. Some of the speakers will be some of our own referral partners that we have in SendOutCards. Many of our speakers will be like you who are top-selling authors and speakers on the subject of sales and marketing and talk on the subject of relationship marketing. That’s on August 9th.


So Andrea, we need you to come speak there on August 9th. What do you think of that?

Andrea Waltz: OK. This is a true – this is a classic Go for No moment that you just executed on me, Kody. The answer is I know that I have something going that weekend. And I don’t know how long it’s going that weekend. So the answer is what we don’t like in sales, which is a maybe. So a maybe requires follow-up. So I will follow up with you on this.


Kody Bateman: All right. Well, we’re not afraid of Zoom. We’re certainly not afraid of Zoom. We’re not afraid to bring people in and have them speak on the big screen or whatever. There are always things that we could work out because we just – we love you guys. We love your message. We just think it would be great. We would like to promote your book there. I just think it’s really important that all of us stand together in today’s day and age and help others to stay positive, to create relationships, to loosen the grip on our outcome. We’re just part of the manifestation process. And your whole message and branding of Go for No just fits right into that.


Andrea Waltz: That’s awesome.


Kody Bateman: Yeah, yeah. OK. Well, we’ll work it out.


Andrea Waltz: Yeah, we will.


Kody Bateman: And we will figure it out.


Andrea Waltz: OK.


Kody Bateman: All right. So in closing, I always like to do this. I’d like to give you the floor. I mean typically in the podcast, it’s like an interview format. You’re kind of at the mercy of whatever I asked you or what the conversation is. So I always like to end by just giving you the floor. Anything that you want to share, want to talk about, final message for our viewers today. Go ahead.


Andrea Waltz: Absolutely. OK. So my final message is if you like what you’ve heard and you’re wondering, “How do I do this in my life?” I feel like Go for No is a life philosophy. It’s not just – I mean it is definitely a sales philosophy but it’s a life philosophy as well. So I would encourage everybody to just practice building your courage and to go out and start asking. Ask at any point that there is that opportunity. And so, look for those Go for No moments.


Have those just serendipitous things where maybe you’re at the grocery store and you ask the person behind the deli counter for a free slice of cheese or you check into a hotel and you ask for an upgrade or you are at a restaurant and you get seated in a horrible seat and you want to sit at the cool table in the front window with the rose, there is that cute table and you got stuck by the water station, I say, just practice asking because when you get in the habit of it and you will get turned down, you will get no, and you will get surprising yeses that you didn’t expect, that is how you build that courage muscle and that is how you get better at asking in life and in your business. So those are my closing words for everybody.


Kody Bateman: Well, we certainly appreciate you taking the time to be with us today. I’ll tell you, it’s just – it’s an honor. It’s really an honor to have you on with us. So there you have it, everybody. Andrea Waltz, Go for No. And we appreciate the message that you have. We encourage all of our listeners to share this. I mean share this wonderful message with other people through social media and whatnot to get them over to this podcast so that they can learn from Andrea.


And thanks everybody. We will see you on another version of our Relationship Marketing Podcast here in the very near future. Take care now. We will see you all.


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