About the Author
Lee Brunsden
Lee Brunsden has spent over two decades in B2B sales, working across enterprise technology, professional services, and complex solution selling. He has led teams, built pipelines, lost deals he should have won, and won deals he should have walked away from.
The Power of No is the distillation of everything he learned the hard way — and the book he wishes someone had handed him on his first day carrying a quota.
Lee writes with the directness of someone who has sat across the table from procurement, been ghosted by a champion, and watched a forecast collapse on the last day of the quarter. He does not deal in theory. Every framework in this book has been tested in the field, refined through failure, and proven through results.
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Before writing The Power of No, Lee spent years observing a pattern that troubled him: the best salespeople he knew were not the ones who worked the hardest or made the most calls. They were the ones who had the discipline to say no — to bad-fit prospects, to unreasonable demands, to the pressure to discount their way to a deal.
These were the salespeople who consistently hit their numbers, maintained their margins, and built relationships that lasted years rather than quarters. They operated differently. They qualified ruthlessly, protected their time fiercely, and treated every interaction as an opportunity to add value rather than extract a commitment.
Lee codified these behaviours into the Vendor/Expert/Trusted Advisor framework and began teaching it to sales teams across the UK and internationally. The results were consistent: salespeople who adopted the framework closed fewer deals but generated more revenue, spent less time on unqualified opportunities, and reported significantly higher job satisfaction.
The Power of No is the written version of that framework — expanded, refined, and made accessible to any salesperson who is ready to stop chasing and start choosing.
Interested in having Lee speak to your team?
Lee is available for keynotes, team workshops, and sales leadership sessions.
Speaking & Workshops