No means YES!
Truth is best. And good guys can finish first.
For ten years I never said ‘no’ to a client or prospect.
The other day, I did.
Contrary to my deep fears, the consequences have been wonderful.
I can’t wait to naysay again.
No dice
I was really busy with a big job for a fabulous new client.
This unusual combo saw me flat out like a lizard drinking.
And coming after the GFC, I wasn’t letting this prize escape.
At that moment, a fabulous prospect (who was also really busy) emailed me out of the blue with a big, urgent job.
I wanted to do it.
Badly.
And in the past, I would’ve.
I’d have stayed up late, slaved all weekend and worried about making errors under pressure.
Though I’d invariably nail both projects, I’d be a wreck for the next few days (and jobs).
Not fair to me. Or the wife. Or my current loyal clients.
No go
So I replied to the fabulous prospect. (Let’s call her Beth.)
I explained the situation, told her how much I wanted her custom, gave an estimate of my future availability and even suggested (with gritted teeth) another writer to help her out of her tight spot.
As I pressed SEND, I thought, ‘There goes a $2-3K job, plus God-knows-how-much lifetime revenue. But at least you’ve been true to yourself.’
Beth’s response stunned me.
She thanked me for my candour and said she’d be happy to wait till I was free.
A week later, she referred me to another prospect! (Let’s call her Bev).
Never, in the history of Empire, has a prospect referred a prospect.
When I was free, I did Bev’s fascinating project which, ironically, was worth $2-3K.
Bev told Beth she was happy with my service.
Beth recently confirmed she’s looking forward to working with me too.
No man’s land
This sort of thing doesn’t usually happen to me. I think it’s called ‘winning’.
I must say it’s rather fun.
I was forced to say ‘no’ by circumstance.
I should’ve been saying ‘no’ by choice.
We don’t expect (or want) orthodontists to cram two patients into one time slot.
Why should copywriters be different?
I believe I’m a master in my field.
Yet I’m only now exhibiting the behaviours appropriate to this station.
(Misplaced) humility has had me acting like a hungry hack.
To that, I now say:
NO!
What say you?
Paul Hassing, Founder & Senior Writer, The Feisty Empire
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Honesty is such a boon when you are doing business – too often people over promise and underdeliver or set themselves impossible targets and all they end up doing is spreading themselves so thin that mediocrity is the result.
I reckon you’re dead right, Brendan. It’s so true that the overpromise serves nobody in the end.
The underpromise lets you surprise instead of disappoint. And you get to keep your health and sanity. Sounds like a winning deal to me! Thank you for commenting.
Hi Paul
Great article and I’m sure it happens more than we realise that we assume clients won’t want to wait but actually they are OK with it. As a copywriter, I fully understand your point “worried about making errors under pressure” – good copy takes time and I’m sure clients would agree that waiting that bit of extra time means they’ll get a better result.
Regards
Melinda
Great to hear from you Melinda – especially given your profession. It’s always good to hear an echo from the real world. Working alone, you sometimes wonder if your experience is unique or common. I’m very pleased you weighed in.
Hi Paul,
As Brendan said honesty goes a long way. Also I bet you communicated in a style that actually added to your credibility and your committment to your customers.
Your example is a good lesson where you can be in charge of your business and destiny and it works out well.
Well done and looks like 2010 is going to be great for you.
You’re most kind, Susan. I’ve long been a fan of truth, but I’ve not often spoken MY truth. I now realise it’s a two-way street.
I’ve found only recently that clients who love the truth are as happy to HEAR it as they are to TELL it. When you spend your days with such people, work is fun and life is good.
Hi Paul,
I have had to say ‘no’ to prospects more over the last year or so too. I’m only one person, I don’t employ anyone and I don’t outsource work, so I simply can’t take on a lot of the projects that people come to me with.
Only in the beginning did this bother me a bit, but when it became clear that those enquiries kept coming and the world didn’t end if I turned something down, I was absolutely fine with it.
I don’t want to work 12-hour days and 7-day weeks, so I’ve started to say ‘no’ when necessary, explaining my workload is too heavy to take anything else on at the moment.
And like in your example, some of the people I say ‘no’ to then seem to think: ‘wow, she’s really busy, that must mean she’s really good, I’ll wait until she CAN take this on because I want someone who’s really good for my project’. At least, that’s what I imagine the reasoning may be.
It’s a bit like choosing a café or restaurant – you go to the ones that are buzzing with people because you reckon they must be good if they’re that busy, right? So if there’s no table, you make a reservation for when there is a table available. Or, if you’re really hungry and need to eat now, you go find somewhere else but will always keep that one restaurant in the back of your mind for next time.
So, I think even if you politely turn a prospect down, and if they can’t wait for you, they may be left with a good impression, which you may just benefit from some time in the future.
That is a terrific analysis (and analogy) Micky.
When I was ground to a paste with overwork, my counsellor assured me of the exact same thing. I looked as him is if HE were the crazy one. Yet it all panned out exactly as he (and now you) described. There MUST be something in it.
Thank you for taking the time to write such a thoughtful and generous response.
The old saying that we’re treated by others how we allow them to treat us is true. When our clients know that we always say yes and deliver they become lazy and wait until the last minute knowing that it will be done.
You were more than fair and explained your position. Perhaps you also enhanced your reputation by showing that you do have other clients that rely on you. Scarcity creates value.
Nice to see that no can mean yes on your terms.
Too true, Malcolm. There’s definitely a ‘fairies at the bottom of the garden’ effect out there.
The more you prostrate yourself, the looser the briefs become, the scantier the source materials and the tighter the deadlines.
I’ve also taken to mentioning my other clients when responding to project queries. For instance, if a job is going to take 12 days, I say I can commit to 3 days per week (to cover any work from regular clients).
I never thought this would fly, but it does. And when my regular clients don’t have any work, I nail the 12 days in three weeks and everyone feels ahead on points.
Thanks for calling in, Mate!
Hi Paul,
I’ve had the same experience as you describe but my decision was much easier. I was getting pressured to take a job from a prospective client who needed things done RIGHT NOW, URGENTLY, ASAP. Interestingly, they also wanted a discount off my normal prices. Because I was working on a fun project for a good client, I gritted my teeth, said no, and referred him on to another copywriter. I knew I was giving away potential work because the prospect baited me by saying if I did a good job he had a lot more work.
A couple weeks ago I caught up with the copywriter to whom I tossed the hot lead. The project turned out to be a fiasco from start to finish. There won’t be any add-on work because my friend refuses to work with the business again and for good reason.
Turning down this job taught me the sky won’t fall and has helped me manage my schedule and personal time better. In this case, it was a blessing not to do the work.
Thanks again for sharing your experience. As a sole trader, I often feel like I’m the only one battling these issues so it’s very gratifying to know I’m not the only one.
Wow, Sarah; that there’s a powerful lesson you’ve shared yourself! Case studies like yours are so valuable to our discussion.
My business coach once suggested I have a special (e.g. double!) ‘weekend’ rate for truly URGENT work.
I’ve not been game to try this (and I’ve learned the false economy of working weekends). But I reckon it’d scare 90% of ‘ASAP’ prospects right back into the woodwork.
Thanks for another beaut contribution!
… Mind you, we expect to get hammered when we call a plumber or locksmith to a weekend emergency.
Should the same not apply to our trade under similar circumstances?
Reading this post and comments, I realise I have a ‘professional cringe’. I must do something about that …
Goodonyer Paul and at last you’re really getting a handle on what I’ve been telling you for ages! Its almost always you who controls the price people are prepared to pay and the conditions under which you will do an assignment. The challenge is understanding what our services are worth and overcoming our self doubt about expressing it. The bottom line is to understand and be proud of your value so you can succinctly articulate it in a way that helps people realise why you charge what you do and why you set the time parameters in which you will do it! Remember the price people are prepared to pay is the $ cost plus the perceived added value. Being able to express you value is often a problem for some coz our mothers told us not to boast, our mates said “don’t skite” and lots of people envy tall poppies.
Welcome back, Winston! My Winno voodoo doll sure works a treat. Only took three pins!
Yep, you told me and told me and told me, and I would NOT listen.
For years.
Now I see the light and the light sees me. They don’t call you ‘Guru’ for nuthin’!
JAB!!!
I love these comments! I’ve been in business for less than a year and generally I always overdeliver to make sure I feel I’m giving great value (the client is generally happy already) but I want to get better at charging more if I do more.
I’m thinking the ideas from these comments would make for another fab article on “Tips for Managing Your Solo Business Workload that keep clients coming back” or something along those lines.
By gum you’ve come to the right place, Mel! Sit a spell with Mr Marsh and you’ll gain a whole new level.
I’m really glad you’re digging the scene and I like your article idea a lot. Maybe YOU’LL be the one to write it!
Great post, Paul. My twist on this is about having the courage to turn down clients who aren’t within my core ‘ideal’ demographic, even when I could do with the business. It has really clarified which clients I serve best (and which I do not), which in turn has helped me put that out to new clients, and win business from that clarity. When I started out, someone said to me that you only get clear out who you should work for by working out who should not work for, and in my case that has certainly proved true. (If I’d only believed my wise friend in the beginning…but that’s another story.)
I’m so pleased to get your take on this, Joanna; you strike me as particularly switched on with regard to business dealings.
I agree with all you say and am moving slowly but steadily towards the high ground you’ve already won. Ain’t nothing like a hideous project to put you off certain clients for life.
I’d like to hear your ‘other’ story. Perhaps we can coax it out of you one of these days. Best regards, P.
Just got my first job from Beth. Woo hoo!