We've been conditioned to fear the word "No". But is a statement of perception far more often than of fact. 

"No" is often a decision, frequently temporary, to maintain the status quo.

Remember:

Change is scary, and "No" provides a little prote...

When someone tells you "No", rethink the word in one of its alternative meanings:

• I am not yet ready to agree
• You are making me feel uncomfortable
• I do not understand
• I don't think I can afford that
• I want something else
• I need more information

When you preserve a person's autonomy by clearly giving them permission to say "No" to your ideas, the emotions calm, the effectiveness of the decisions go up, and the other party can really look at your proposal.

Remember:

Great negotiators seek "No"

Saying "No" often spurs people to action because they feel they've protected themselves and now see an opportunity slipping away.

Remember:

"No" is not a failure. Used strategically it's an answer that opens the path forward.

For good negotiators, "No" is pure gold.

Why?

That negative provides a great opportunity for you and the other party to clarify what you really want by eliminating what you don't want.

Remember:

"No" is a safe choice that...

•  Counterfeit: When the counterpart wants to say "no" but feels that "yes" is an easier exit route or just wants you to keep talking to get information. 
• Confirmation: It is usually innocent; sometimes it is used to set a trap but almost always it is ...