We start every discovery call by saying something most people don’t believe:
“If we’re not the right fit, we’ll tell you.”
It’s not a sales tactic. It’s the truth. And sometimes, the right move for us and the entrepreneur is to say no.
The Story
Recently, I spoke with a founder running a 15-person team. Great business. Big ambitions. But as we talked, it became clear he wasn’t looking for an Executive Assistant in our sense of the role – he needed a marketing assistant.
The litmus test was simple:
- If success is measured by a calm calendar, an empty inbox, and smooth operations – our EAs shine.
- If success is measured by likes, comments, shares, and impressions – different role entirely.
He was describing the latter. I told him so. And instead of trying to contort our offer to fit, we parted ways on good terms.
Early on, we learned that saying yes to the wrong client doesn’t just create headaches, it drains our assistants, hurts our culture, and crowds out the right-fit entrepreneurs we’re built to serve. Protecting that alignment is worth far more than a quick sale.
The Insight
The easiest sales conversations to ruin are the ones you try to force into a “yes.”
By being willing to walk away:
- You build credibility instantly.
- You avoid mismatched expectations that lead to churn.
- You leave the door open for future referrals – because you helped without selling.
Ironically, some of our best referrals have come from people we told “no.” When you’re honest about fit, you don’t just avoid churn, you create trust. And trust gets talked about.
Walking away when it’s not right is just another expression of our core belief: the entrepreneur is the hero, and our job is to help them win. If we can’t do that with excellence, we step aside and point them to someone who can.
The no-BS Takeaway
A sale you shouldn’t make is more dangerous than a sale you lose.
Know the difference and have the discipline to choose.
