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Getting to
“No”
As the co-founder of a small business
the concept of saying “no” to anyone, about anything, was terrifying. It
was not until I began to understand the consequences of not getting to
“no” that I began to understand its importance.
Business people at every level of an
organization are required to make decisions. Decisions, as you well
know, improve or impair a business. And decisions, no matter how
important they happen to be, mean someone is hearing “no” now and again.
Or at least that is what you would think.
Business people, in my experience,
are not willing or able to say “no” as often as they should. Sometimes
they just can’t say “no” at all. Is it a fear of hurting someone’s
feelings or a lack of understanding the importance of saying “no?”
Getting to “no” is more important
than getting to “yes.” Here’s why:
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It ain’t over ‘til someone says
“no”
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Saying “no” keeps you on track
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People respect people who say “no”
It ain’t over ‘til
someone says “no”
It is quite simple. Getting to “no”
does someone a favor. Look at this example -
You have decision-making authority
over a particular project and you receive sales calls from demanding
sales people. You listen to the pitches, but you have no intention of
using anyone other than your time-tested vendors. Instead of getting to
“no,” you indecisively tap-dance your way out of the call and leave the
caller with hopes of someday winning your business.
By not saying “no”:
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You waste your time: You are still
in the salesperson’s prospect database. This means more of your
valuable time will be spent refusing their calls or taking a call
again.
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You waste the other person’s time:
The salesperson might focus his/her energy – and additional valuable
time – on fleshing out concepts, brainstorming, or working on other
new business activities.
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You potentially damage your
reputation: The salesperson is in a position to meet with your
competitors and associates in the normal course of business and by not
treating the salesperson with respect you have created a negative
situation. Getting to “no” eliminates this scenario.
In the case discussed above, getting
to “no” means you and the caller have played fair. You have made your
preference known, you’ve left no uncertainties. Your caller knows that
they can move on to another prospect, with no concern of damaging any
relationships.
Saying “no” keeps you on track
You get a call from a potential
client. During the course of getting to understand their needs and goals
you realize that their expectations are too high or that what they are
requesting is not in line with their target market. The challenge you
face here is an ethical dilemma. Do you take the project knowing that
you cannot achieve their goals, allowing them to spend money and time in
pursuit of something unattainable?
The answer seems clear; however, I
have seen companies struggle with unhappy clients when someone should
have said “no” before they even started.
When to say “no”:
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Say
“no” to a potential customer or client who doesn’t fit with your company’s
viewpoints, philosophies or expertise. This enables you to maintain a
clear focus that is easily understood by all the employees, because it
is reflected in the work you do as well as in the company you keep.
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Say
“no” to a request for donated support – it is not as cruel as it
sounds. It is important to donate time and resources, but only to
organizations that fit with your company’s viewpoints and
philosophies. To support a charity that is not well suited becomes a
burden rather than a pleasure.
Getting to “no” means you’re one
step closer to yes. This is because you are planning and formulating
goals in a clear manner. Every “no” eliminates distractions, instills
confidence and creates a desire for more successes.
People respect people who say
“no”
Saying “no” is an indication of an
understanding of your abilities as well as your inabilities.
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It means that you are decisive and
that you believe in yourself.
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It indicates that you know how to
proceed, where others do not.
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It helps to develop stronger and
more mutually beneficial working relationships.
People respect people who say “no”
because it means you play fair. It means that you have confidence in
yourself and others. It means that you have a leadership quality that is
not easily taught. Saying “no” is an admirable quality, so say “no” more
often. Watch what happens.
James and
Gillian Britt, gBritt P.R. & Marketing,
www.gbritt.com
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