The key word in sales is yes. The remarkable thing about the yes factor is that it works two ways. When the sales professional is able to say yes, prospects and customers find it easy to say yes as well. This chapter discusses several effective options to help implement the yes factor. If you can eliminate the downside for your prospects and customers by allowing them to try your products and services for free, you have made it easier for them to say “yes.” Add a no-risk guarantee to your offer, and watch your sales go up.