The word “no” can be an important part of your marketing plan.
As we head into a season of New Year’s Resolutions, of throwing ourselves back into our work, of taking on new clients or projects, knowing how and when to say “no” is valuable not only for our own well-being, but also for being clear to potential clients on what our business does and does not do.
When we are clear about who we serve and what our offerings are, it becomes quickly apparent when we are approached with an opportunity or a potential customer that is not the right fit. It can be tempting to bend in those moments. It can be tempting to acknowledge that you would not normally work with this type of request and still see it as a plus for your sales goals. In the feast or famine world that small business can be, it may feel silly to turn down an opportunity.
However, from a branding standpoint, the benefits of saying “no” may be longer range than making that immediate sale. When you say “no” to an opportunity, you can also clarify what your business really does. Next time the lead comes back to you, they will be more serious, because they have a clear definition of what you do.
In the worst case scenario, you are flexing your customer service muscles. Brainstorm some alternative businesses where this customer can get what he/she needs. This represents a marketing touch (remember this article about the Rule of Seven?), and a memorable one because you are doing a favor for the person standing in front of you. This conversation you have to say “no” could very well turn them into an ambassador to share with the world what you really do.
Having the ability to say no and to redefine is part of building patience into your marketing strategy. Marketing is a long-term effort, and the patience you show will pay dividends over time. Learn more about how patience impacts marketing here.