A yes on the very first ask usually means you did not ask for enough. Larry treats the first no as the actual starting line, not the end of the conversation. Everything before that no was just qualifying whether you were even talking to the right person.
Once someone says no, you finally know the real objection instead of guessing at it. That is where PQRST prep pays off again, because you can address the specific fuzzy point instead of restarting the whole pitch. Larry’s claim is that most salespeople quit at the exact moment the useful information shows up.
House money matters here too: if you are not desperate for this one deal, a no does not rattle you into a bad follow up. The follow up after a no should answer the objection, not repeat the original pitch louder.
Karma plays a role even here, since how you handle the no gets remembered and sometimes repaid later by that same person. A calm, specific response to a no reads as confidence, and confidence is what earns the second meeting.
Larry says the deals he remembers best all had a no somewhere in the middle of them. Treat the no as the beginning of the real negotiation, not a verdict on you.
Details: Watch Larry handle a hard no
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