The fear of saying No

“If the prospect is not a fit, you just say No.“

His face changed.

I could see the fear into saying No to a prospect.

It was like reading his mind:
Him – “Saying No? I’ll be losing business! I can’t say No.“

Me – “If you try to get them to yes, to buy from you —even when they can’t afford you— you’ll put energy, resources, effort and hopes into a lost cause. Wouldn’t it be more efficient to focus on the ones who can afford you?“

And then it hit him. Hard.

The fear was gone (at least for now) and there was something new to see. To try. To refine. Yet, all of it to apply.

And that tiny change, is a step forward to getting off the race to zero.

Off being a commodity.

Off competing on price.

To be less fear-driven.

And thrive.