A New Approach to B2B Sales
The Power of No
Stop selling. Start advising. The book that transforms how you think about every deal in your pipeline.
By Lee Brunsden
"This is the book I wish I'd had twenty years ago. It would have saved me a decade of chasing the wrong deals."
"Lee doesn't just tell you to say no — he gives you the framework, the language, and the confidence to do it."
"Required reading for every B2B salesperson who wants to stop being a vendor and start being a trusted advisor."
About the Book
Most salespeople are trained to chase every deal. This book teaches you to walk away from the wrong ones.
In B2B sales, the deals that destroy your pipeline, your confidence, and your career are not the ones you lose. They are the ones you should never have pursued in the first place.
The Power of No introduces a framework that separates the salespeople who survive from the ones who thrive: the journey from Vendor to Expert to Trusted Advisor. Through real stories, practical tools, and a direct challenge to everything you have been taught about selling, Lee Brunsden shows you how saying "no" — to bad-fit prospects, to discounting, to desperation — is the single most powerful skill in modern sales.
You will learn to build an Ideal Client Profile that actually works, establish Non-Negotiable Conditions that protect your time and your value, disqualify faster using the P5 framework, and construct a 90-day blueprint for transforming how you sell.
Free Resources
Tools That Make the Book Actionable
Register for free to access worksheets, templates, flashcards, and the Sales Level Self-Assessment.
Sales Level Self-Assessment
Discover whether you're operating as a Vendor, Expert, or Trusted Advisor.
Requires registrationICP Builder Worksheet
Build your Ideal Client Profile using the framework from Chapter 3.
NNC Template
Define your Non-Negotiable Conditions on a single page.
P5 Disqualification Checklist
The five-point framework for qualifying — or walking away.
Take the Assessment
Are You a Vendor, an Expert, or a Trusted Advisor?
Take the free Sales Level Self-Assessment and receive a personalised report showing exactly where you stand — and what to do next.
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