My second favorite word in sales

My second favorite word in sales

From No BS Sales School by Walker McKay

March 17, 2026 · 6 min

About this episode

Walker McKay discusses the importance of separating personal identity from sales results and how to handle rejection in sales.

"Some will, some won't, so what?" If that makes you uncomfortable, you’re probably taking your sales calls too personally. Most salespeople are terrified of the word "no" because they mistake a business decision for a personal rejection. They treat a lost deal like a lost friendship, and it ends up paralyzing their pipeline for weeks. In this episode, I’m sharing the exact mindset shift I had to make after a sales disaster left me unable to pick up the phone for two months. We’re diving into why your identity has nothing to do with your sales results and how to protect your confidence from the "no." I’ll show you how to stop "winging it" and start following a process that takes the emotion out of the equation. If you want to stop being a victim of your own feelings and start behaving like a professional, this is for you. IN THIS EPISODE → Why a "Fast No" is actually the second-best result in sales → How to separate your personal identity from the role of a salesperson → The "Bulletproof Limousine" visualization for high-stakes calls → Why getting emotional means you’re the one buying the prospect's BS → How a structured…

Topics covered

  • sales
  • mindset
  • confidence
  • sales process

Keywords

  • no
  • Fast No
  • Bulletproof Limousine
  • high-stakes calls

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