In my early years in business I felt bad saying no to prospects or clients. Over time I have come to appreciate how service demands saying “no” more times than saying “YES” If I say “no” to you because I am sure I won’t be able to serve you for lack of agreement on major issues I will create room for another service provider to serve you effectively at your terms.

“Customer is king” is a mantra when put under context. How do I know? Just last week I let a “King” go!

Following numerous calls and meetings, my team and I had explored options of making the deal work. We gave out best offer (discounted but maintaining the value) Just when we thought it was over, the client came back asking us for further concessions.

“Do you mind if you commute for the retreat?”, the admin asked.

“Look my team and I can’t commute for two days because the venue is forty kilometers away. It will not make business sense on our side”, I answered.

“Sudesh we don’t have the budget Blah! Blah Blah!”

If there is a word, I have heard a million times, it is “budget” When a client makes such a claim you have to make tough decisions. You can’t persist because they claim or are truthfully out of budget.

Following deep thought and analysis, I said “no” . Was the client disappointed? Of course but it is important for you and I who serve clients to assess what we focus on. Steve jobs put it right when he said, “People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully.”

Being busy might make you seem like you’re taking advantage of all opportunities all around you but you won’t be impactful if you keep serving clients who don’t have the budgets to pay for your services. Needless to say you won’t be doing business for long.

In a nutshell you can’t be all things to all people at all times. Learn to say “no”