I bet anyone who has worked for or ran a growth stage business can relate to this.
Ever felt stretched thin because you've got a huge workload or a bunch of complicated stuff on your plate - you're in over your head and you start to realize that somewhere along the way you said yes when you should have said no?
It’s tempting to say yes. You might be a people pleaser, growing your career or company, or frustrated with a stalled project (that "just give it to me" feeling). When revenue is tight or competitors loom large, believe it or not, saying no can be the smartest move. Intentionally or strategically, of course.
When you say no strategically, you’re not just being obstinate and turning down prospects and projects or refusing to help. You’re protecting your brand, your team’s resources, and staying laser-focused on your long-term goals. Operational alignment isn’t just about internal processes or your team leaders getting along better; it’s also about ensuring that your clients and projects align with your business’s vision and strengths. Let’s explore why saying no is crucial, the risks of misaligned clients and work, and how to say no effectively while maintaining alignment across your organization.
What You’ll Learn in This Post:
The hidden costs of misaligned clients and projects, from emotional stress to reputational risks.
Why operational alignment is key to sustainable growth and client satisfaction.
Strategies to protect your business by saying no strategically.
How empathy and clear communication can strengthen relationships even when you decline a request.
The Risks of Misaligned Clients and Projects
In my previous corporate role, I learned the hard way how costly misaligned clients can be. My employer was in growth stage and had been operating with a "beggars can’t be choosers" mindset. We basically took on anyone willing to pay us. Sales brought in clients way past the deadline to implement them correctly, clients never met deadlines or followed protocols, nothing was documented, all revenue was good revenue (but yet we didn't enforce any of the late filing penalties). In short, the monkeys ran the zoo. And in a heavily-regulated industry, I can't possibly tell you the toll this took on the workers. And I was lucky enough to inherit this mess when I earned a promotion. Laying down some structure was priority number 1. It wasn't easy because when I started to enforce the protocols that clients hadn't been following, I got a ton of blowback. Precedent had been set that we were an anything goes kind of place and no one liked the new sheriff in town. It took 5 consecutive quarters, more than a year, to get things where I needed them.
As a 3x founder myself now, I don't fault my former employer. I know firsthand how hard it is to start from scratch and grow a company and this time around I am being very picky about the clients I work with and the projects I accept because I know what comes with growth at all costs:
Emotional Toll: Employees were stressed, overworked, and often resentful. Work stress doesn’t just stay at the office—77% of employees say it impacts their physical health, and 71% report that it strains their relationships. In what shall be remembered as a "come to Jesus" chat on a vacation, Mr. Poletti told me I didn't "leave it at the office" like I thought I did.
Decreased Productivity: Misaligned clients drained time and resources that could have been better spent elsewhere. Research shows that in misaligned organizations, 68% report low employee engagement, which directly impacts productivity.
Financial Impact: Poor communication and inefficiencies cost companies an average of $62.4 million annually, according to research. Misaligned projects often lead to budget overruns and lost profitability.
Reputational Damage: One negative review can outweigh 40 positive experiences in the eyes of potential clients. Taking on the wrong client, and failing to meet their expectations, can tarnish your brand’s reputation.
Envision This:
That all sounds pretty dramatic, so here's a couple of imaginary scenarios to help you envision:
You get asked to deliver on a tight deadline and you take the project and you accept because you need the money. And to be fair, you also have confidence you can deliver. But something happens, like someone gets sick, and you miss the deadline. All the client remembers, unfortunately, is that you failed to deliver. They never seem to remember that they pressured you into going above and beyond.
You take on a new project and then the client adds a little something, which you accept because you're nice. And then they add a little more... you see where this is going. Scope creep! And if you didn't set firm boundaries up front, you end up doing all that extra work for no extra pay.
You take on a client in an industry with which you're not very familiar, or you take on work that's a little outside your area of expertise. You can't afford to turn away business and you figure you'll learn as you go. But you don't do the same quality of work you normally do. Even if the client isn't mad, you're definitely not getting a glowing Google review.
One last scenario, which seems to come up often in regulated industries like financial services. A client who demands you do something a certain way or they'll call your competitor and move their account. You're tempted because you don't want to lose their account, but there's a risk associated with what they want. You bend the rules once and nothing bad happens. But when the scenario comes up again, the miffed client says "you did it last time". Precedent, my friends, has been set!
Although those are hypothetical scenarios, I've seen a version of each of them more times than I want to count. And I get it. When you're growing a company you have rent, bills, payroll to make, and you can't afford to be turning away business. Just remember that by saying yes to every project or client, you derail focus and you set precedent that the rules are maybe more suggestions. You risk draining your team, damaging your reputation, and sacrificing long-term growth. These aren’t theoretical risks; they’re challenges I’ve faced firsthand, and overcoming them starts with saying no strategically.
The Strategic Advantage of Saying No
Saying no isn’t about turning away revenue, it’s about protecting and prioritizing the right revenue. Here’s why it’s a strategic advantage:
Focus on Core Strengths: When you concentrate on what your business does best, you deliver better outcomes for your clients. This focus also builds your credibility and positions you as an expert in your niche.
Protect Resources: Misaligned clients drain time, energy, and attention that could be devoted to the right clients. High-alignment organizations report 97% customer satisfaction compared to just 70% for low-alignment organizations.
Build Brand Reputation: Turning down projects outside your core strengths reinforces your commitment to quality and sets you apart from competitors.
Prioritize Quality Over Quantity: You can’t be everything to everyone. By saying no, you’re ensuring that your business stays aligned with its vision and goals.
When you say no strategically, you’re not closing doors, you’re opening the right ones. It’s about being intentional with your time, resources, and relationships. By dad always reminded me that you can't please all the people all the time, and I think that applies here.
Leading with Empathy
You had to know this was coming. Despite what a former boss might think, I'm not talking about saying "no" all over the place and ticking people off. Saying no doesn’t mean being dismissive or inflexible. Empathy is a vital component of maintaining strong relationships while setting boundaries:
Active Listening: Take the time to understand what the client or prospect is asking for. Sometimes, their request stems from misunderstanding or misaligned expectations. If you understand their "why" or their goal, you can help come up with a good compromise.
Focus on Solutions: Speaking of compromise, instead of outright rejection (saying "no"), offer alternative solutions that align with your expertise. For instance, “Here’s what we can do…” or “Let’s explore this option instead…” helps maintain goodwill. I maintain a rule of two options that can be done, that way the client gets back their feeling of control.
Avoid Snap Judgments: People live with invisible challenges. Empathy involves recognizing this and approaching every interaction with care and understanding. Leaders who listen attentively foster trust and collaboration. Again, understand that "why" and you're less likely to think of the other person as being demanding.
Empathy doesn’t mean compromising your business’s standards or processes. Nor does it mean being an overly-nice doormat. It means approaching every situation with respect and understanding, ensuring that saying no is a constructive experience for all involved.
Sneak Peek
We cover this in more detail in this week's podcast, but you get a sneak peek. Leading with empathy also means understanding what I think is the greatest barrier to change and getting aligned. And that's comfortability. Your workers, your leadership team, and your clients - they're all comfortable with what they know. Anything that becomes familiar is going to be hard to change. This week's podcast goes over the emotional barriers to getting your teams aligned, but comfortability shows up here too. It's why it's dangerous to set certain precedents. Your clients are going to get accustomed to things running a certain way. And trust me, getting them to change is hard. It's always best to start off where you're comfortable and where you know you can deliver your best.
How to Say No Effectively
It was all leading here. And as an oldest daughter, wife of a youngest son, and mom, I can tell you I am a people pleaser through and through! That doesn't mean anyone gets to walk all over me though, I have learned to set boundaries. Saying no is a skill. Here are some practical tips for doing it effectively:
Set Clear Boundaries: Establish your business’ core competencies and communicate them clearly to your team and clients.
Narrow Your Target Market: Take those core competencies and evaluate potential new business on whether or not it fits.
Offer Alternatives: When saying no, provide options that fit your strengths. For example, “Happy to take on this project, we can complete it by X date.”
Educate Your Clients: Explain why you do things the way you do. Position yourself as an expert who’s guiding them toward success, not just declining their request. You're the expert in your niche and they might not know why their request is risky.
Centralize Information: Use tools that provide a unified source of truth, ensuring consistent communication and minimizing misunderstandings.
Empower Your Workers: So that your workers can effectively assist your clients, give them a set of alternatives they can offer, something they can have in their back pocket so they can resolve conflicts autonomously.
Moving Forward: Organizational Alignment for Growth
Saying no strategically aligns your organization for long-term success. It allows you to focus on your vision, prioritize quality, and foster a healthier work environment for your team. The result? Better client outcomes, improved morale, and sustainable growth.
So, the next time a prospect or client asks for something outside your scope or standards, take a deep breath (or a walk outside in the fresh air) and remember: Saying no isn’t just okay, it’s essential. It’s how you protect your business, build alignment, and set the stage for lasting success.
This is easier said than done - trust me! If you need help navigating some of these situations, or if the monkeys run your zoo and you need help setting some order, feel free to reach out. I come with a zero judgment, been there too kind of attitude.
What's Next?
For a deeper dive and some more silly stories, check out a mini pod on this topic last year.
Don't forget to check out this week's podcast on the emotional barriers to alignment and how you can overcome them.
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Have an interesting story? We want to hear it. Join me on my podcast so others can learn form your journey.
Rise of Us is a practice run by Summer Poletti, specializing in revenue growth: sales, strategic partnerships, customer success, marketing alignment. We generally work with financial services and SaaS companies from $3MM - $10MM ARR and help them plan and execute for their next stage of revenue growth. We concentrate on strategy, coaching, and organizational alignment.
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