- By Camila Ante
In the world of marketing (and in life in general), a "no" on time can be a great victory. We are often educated to be complacent and say "yes" to everything, but the truth is that setting limits is healthy and even essential.
A very clear case of all this is when we have to say "no" to a client. We are concerned that this could lead to a loss of income, but in reality, knowing how to say "no" not only increases your well-being, but also your benefits.
The first step: lose the fear of "no"
In order to say "no" confidently and assertively, the first thing you have to get out of your head is that a "no" is a negative thing. In reality, it is simply a way of conveying a disagreement with an idea or point of view, but it is not an insurmountable barrier, a break, or a judgment on the person who is told "no."
Saying "no" is perceived as a source of conflict, but it can be the opposite. If we do not say "no" in time, we will end up falling on impossible promises and creating many more problems in the long term. Therefore, it is much more effective to make the boundaries clear up front.
Of course, so that our "no" is well received, we must have an alternative prepared. For example, explain why we think there is a better way to do that task or why it is not a good time or, if there is a service that we cannot provide to a client, recommend another professional who can help you.
Reasons to say "no" to a customer
1) The budget is not enough
It's very simple: if we want our company to be profitable, we have to spend our time and resources on projects that give us sufficient profitability.
If we do not know how to say "no" to clients on a tight budget, we will not generate enough profits on time and, what is worse, we will miss opportunities that are perhaps much better paid.
Sometimes, in times of project shortage, it is very difficult to pass up opportunities. But if we accept a project that does not compensate us, we will always end up losing.
Therefore, my advice is that you are clear about your minimum rates and are willing to say "no" to projects that cannot reach them.
2) The client's ideas are of no use to us
Sometimes the client is convinced that he wants to implement a specific idea for his campaign, but our experience and knowledge tell us that it will not work.
It is a delicate situation, but we have to be clear that, as professionals, we have to be able to advise and guide the client, including saying no when necessary.
In the end, what the client needs from us is that we provide results, not that we follow his ideas to the letter. So if you find yourself in this situation, my advice is to reframe the matter tactfully and using the tools below to say "no" in a healthy way.
3) We are not trained to do what you ask of us
It is impossible to be experts in everything. A marketing professional, or even an agency, specializes in a number of services, but there will be others that it cannot offer with quality guarantees.
In this case, we have to be honest with ourselves and with the client. Sometimes the best option will be to outsource or delegate this service, but if this does not pay off, we can directly recommend another agency or professional.
4) We need to put limits on our time
Excessive meetings, endless and unproductive WhatsApp conversations, calls outside of working hours ... all of these are factors that waste our time and increase staff dissatisfaction.
Before starting a project with a new client, we have to make our expectations in terms of communication very clear: meetings, number of reports, communication channels ... and say "no" to client requirements that go beyond these limits. .
5) The client is not aligned with our values
Having clear values is a fundamental key to happy companies. Values guide our work and motivate us to give our best every day. No matter how important a client is or how great an opportunity is: if it is not aligned with the values of our company, it will create difficulties for us in the long term.
How to say "no" without generating conflict
1) Take care of your language
When we say "no" to a client, we must offer a well-reasoned argument and with assertive phrases. Don't be tempted to disqualify what the other person has said; Just kindly comment on your point of view.
Word choice is very important, as aggressive and negative vocabulary can make the other party feel attacked and defensive. Remember that what we are trying to do is convince, not impose.
2) Find other ways to say "no"
Sometimes the best way to say "no" is ... just avoiding the word "no". Try other ways to set limits and offer a different point of view, such as:
- I really like your idea, but if you allow me, I would like to contribute my point of view ...
- I think maybe it would be a good idea to wait a little longer to carry out that idea.
- In this case, I would opt for another action, but we have loved your proposal and we can reassess it next quarter.
3) Propose alternatives
A "no" should not be the end of the conversation, but an open door to consider other options that address the customer's need.
For example, if a client proposes weekly Skype meetings, we can offer them a weekly email summary and an in-depth meeting per month. If we believe that his proposal will not work well with the target audience, we must present an alternative proposal and explain why we think it will work better. A "no" does not have to be destructive, on the contrary, it is an opportunity to continue building.
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