Sales is all about negotiating. Take the cold call, for example. Two decades ago I discovered that the dreaded practice of cold calling provided the perfect testing ground for practicing and perfecting my system of negotiating. A cold call is just another negotiation—no more and no less—and uses the same rules and habits you would use to manage any other deal.

When trained in my Systematic Decision-Based Negotiating model, known as the “No System,” for short, salespeople could consistently generate about three good appointments for every ten cold calls—an unbelievable percentage.

Since that time, I have taught the methodology to sales executives all over the world, who not only see dramatic increases in their numbers, but become formidable negotiators in the process.

Here is a cheat sheet to the methodology. Although there is much more to the system than these nine tips, these can help you get the idea behind the No System.

1. Have a valid agenda. There are no hidden agendas. Every issue that arises has to be negotiated in the open, and fits into one of five categories: problems, your baggage, their baggage, what you want, what happens next.

2. Start with no. A good script begins with a calm invitation for the prospect to say no, such as, “Well, Mary, I have no idea whether what we do has any relevance for your business. I just don’t know. Maybe it doesn’t. If not, just tell me and I’ll get off the phone. But if whoever handles your …” By inviting her to say no, you put your prospect at ease and make her feel in control.

3. Discipline your emotions. You have no expectations. You are not needy. Turn your mind into a Zen-like blank slate. If you start to feel emotions during your conversation, take a deep breath and regain self-control. You don’t need to be friends. Your customer doesn’t need to like you. Simple be direct, authentic, and calm.

4. Practice neutral speaking. A high-pitched voice or talking too quickly reveals your neediness. So do talking too much, name-dropping, and trying to impress your prospect. Your speaking style is your best ally or worst saboteur over the phone. Nurture it as you keep reminding yourself: no neediness.

5. Ask interrogative-led questions. Begin questions with who, what, where, when, why, and how, rather than with a verb. These get your prospect talking and revealing his needs and position. Try to answer questions with a question to get him talking some more.

6. Listen, and take notes. Take detailed notes during your conversation. You should be listening more than talking, and asking the kinds of questions that provide you with valuable information you might or might not use later on. Make no assumptions. Simply base your next question on the information the prospective customer has provided.

7. Shape a vision. Based on what the customer has revealed, help the customer see his or her problem clearly, and help the customer see that you provide the solution to that problem.

8. Never think about closing. Do not think about, hope for, or plan for the outcome of the call. Focus instead on what you can control: your behavior and activity during the phone call. Period. As long as you are asking questions, listening to your customer, and helping him or her see the problem and solution, you are focusing on the right things.

9. Invite no again. As the conversation is winding down, invite your prospect once again to say no. Let him know that there will be no hard feelings if he decides your product or services are not for him after all, or does not want to schedule an in-person appointment. You will be amazed at how inviting a customer to say no relieves pressure and turns opponents into allies.