When did you last say 'No' to a potential customer? Its not easy, is it?

But the best marketing companies out there say no all the time. They have an ironclad understanding of who they are, and who they aren't. You can't to by answering these Key 3' questions:

• Who are our customers?
• What do they have in common?
• What problems of theirs do we solve?

If a prospect doesn't weigh in well against your answers to these questions, politely say no thank you" and move on. If you don't, your company could suffer lower productivity, muddled positioning and lower profitability.

So practice saying these words:
"Sorry, I don't think this is a good fit". Then, when a prospect doesn't fit your Key 3, say them.

That's the essence of no-ing your customers.

Jay Lipe
President, Emerge Marketing