Not all business is good business

Learning to say “no” is key to running a successful business.

I recently witnessed one of the most positive outcomes possible with a client I have the privilege to be working with … I watched them walk away from potential business.

Maybe it’s not what you would expect me to share here, but there’s a reason I’m doing so. As there is a lesson here:

Not all business is good business.

Really. Truly.

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I know because I’ve been there.

I’ve taken on clients when I sensed it was not going to go well or that they were going to be overly demanding, or I was not being paid the fee based on the value I was delivering. (And no, if you’re reading this email, it’s not you).

None of this makes me proud, but it has taught me to value myself and be more discerning. Because the fact is, business that is not good business:

  • Drains energy and resources

  • Takes your time and focus away from other, more fully aligned clients

  • Causes you to feel resentful

  • Keeps you from doing your best work

  • And for all of the reasons above, becomes toxic

If you’ve been there, you know what I mean.

And if you haven’t, good for you. Use this as your reminder (and sanity check) to never go there.

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Learning when it’s time to say “no”.

Here are the “red flags” to watch for when engaging with a potential client in the sales process:

  • They say they don’t have the budget to match your fee.

  • They suggest trimming the deliverables to reduce your fee below what you would normally charge.

  • They don’t see (or won’t acknowledge) the value you deliver.

  • They are difficult, disrespectful, or in any way unpleasant to deal with in the sales cycle (this will not change — however they are in the business development phase is how they will be as your client).

  • Your gut tells you something is “off” (trust it).

If any or all of these occur, it’s time to walk away. I know it’s not easy, especially when you’re actively working to expand your client roster.

You need to trust that there are better clients out there for you. Those who will pay you what you are worth, who see your value, and who will be a pleasure to work with (at least most of the time — we are all human, after all).

As my wise client put it, “Closing this door makes space for new, better opportunities to come our way.”

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If you've been in this situation and are not sure how to identify and focus on those clients with the potential for a real win-win relationship, book a call so we can discuss your business and explore your options.

You are your only competition >>

Small business lessons from the restaurant business >>

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