The Art of "No"
Most clients are awesome. Reasonable, friendly, appreciative, and very much aware that they’re walking down a two-way street with their agency. They understand that they shall reap what they sow. More access and appreciation tend to equal better results. They get it.
But even the best clients might need to hear “no” once in a while.
Sometimes the client wants to see their Enterprise IT Security software featured on the TODAY Show.
Sometimes the client isn’t happy with the results to-date, despite the agency’s best-faith efforts, and they ask for another month free-of-charge.
Sometimes – whether through ignorance or arrogance – the client asks for ever-more work assignments that fall outside the contracted scope-of-work. This is common.
So one of the more frequent counseling assignments I have involve coaching my own staff on the “Art of No.”
“No” isn’t impolite. “No” can be a favor. “No” can be the best way to maintain a strong relationship.
No, I’m sorry, your Enterprise IT Security product probably won’t be a good fit on the TODAY Show. We’ll both have egg on our face if we try that outlet. How about BNET, the video division of CNET?
No, I’m sorry, we can’t work for free. We are sorry you are disappointed with the results to-date but there are way too many variables for us to guarantee coverage. Let’s walk through our challenges, and see if we can figure out a way to be more productive?
No, I’m sorry, we can’t take on those additional assigments without having a chat about budgets and project scope. All we have to “sell” is knowledge and time. Whatever knowledge and time you don’t pay for is already allocated to another client, so “mission creep” can’t help but impact our other clients’ worthy efforts.
I certainly don’t mean this to be a “negative” post. In fact, more often than not, we take it as a compliment when, for example, a client blithely assumes we can handle additional assignments: it means that they consider us a seamless part of their team!
Most clients are entirely responsible and quite cognizant that they are dealing with an external services organization that competes on expertise and whose profit relies on efficient time management. But when the scope-of-work starts galloping into the atmosphere, or the expectations are divorced from reality, the occassional and diplomatic “no” is a helpful reminder that we’re engaged in a mutually beneficial relationship.
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Comments
Todd - couldn't agree with you more. We are counselors, after all, and sometimes that means we have to tell clients things they don't want to hear. In the long run it makes for a healthier relationship with a client who better understands our business.
Posted by: Lori R | May 29, 2008 05:29 PM
Wonderful post. Many of us have trouble saying no. We recently had an internal meeting to discuss a client who was doing exactly what you expressed. By saying NO to some unnecessary projects we saved the client money, and our agency saved time and resources (that could be used on a more productive/profitable venture). Win - Win. Thanks!
Posted by: Libby S | May 29, 2008 06:02 PM
Great post. We have similar intersting demands made upon us so your Today Show reference made me chuckle. Being in Chicago, all our clients want to get on Oprah. It's a five block walk from our office and I think people assume that you can just walk in and she'll put whoever on the show.
Saying no is a very hard thing to do but it's necessary and clients usually get it. You just have to be prepared with an alternative or a solution when saying no. That seems to make it all the easier to do.
Posted by: Mike Santoro | May 29, 2008 10:01 PM
Wonderful post. One of the most important (and popular) internal training courses we have for consulting staff is Client Negotiation Skills. The art of saying "No" or "No, but..." is a basic survival skill especially in today's world of scope creep and limited budgets.
Posted by: David Ko | May 30, 2008 06:35 AM
Great post! As we are relatively new online marketing company, saying 'no' to a client's demand embodies the fear that they may cut the project off and go the opposite direction. At this point, every penny helps to fund and spread our name. But by not saying no, you create a spoiled child who feels that they can get anything for free, as we've already seen up close and personal. My new theory of the day goes like this: clients are like children, they deserve reasonable boundaries, clear communication and consistency to foster a healthy relationship between both you and them.
Posted by: Gabriella | May 30, 2008 08:08 AM
Amen! Well said, as always, Todd.
Posted by: Christine Perkett | May 30, 2008 02:35 PM
While I agree with much of this post, I have to say your clients are far more "reasonable" than any I've worked with if the main reason you indicate for not having enough time to allocate is your other client's worthy efforts.
I'm of the mindset that every client needs to feel as if they are your only one, and any argument for more time, resources and dollars needs to be independent of work being done for others. It's unreasonable for us to think otherwise :-)
Posted by: Jonathan Heit | June 2, 2008 01:46 PM
@Jonathan - I totally agree that every client SHOULD feel like the only client. The problem arises when this approach to service is abused (knowingly or not); at which point, pushback is appropriate.
Posted by: Todd Defren | June 2, 2008 01:57 PM