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Sometimes You Need to Say No


Attract the Right Types of Clients to Your Business

If so, I would suggest staying true to your core strengths, resisting the urge to be all things to all people. I can speak from personal experience that growing too fast and pursuing opportunities can spread yourself too thin. Causing you to become less effective in the core areas of your business. Sometimes you need to say no.

After a while, you learn to (almost) immediately, identify whether or not you can work with a specific type of customer. If you are comfortable with yourself, clients will pick-up on your confidence, and your practice can grow organically. How? With clients referring you to others with complementary personalities.

Types of Customers

While getting new customers is important, there will always be the clients that:

  • You effortlessly connect with personally and professionally
  • Take a bit more effort but grow into a strong professional relationship
  • Are skeptics yet do business with you, but never sure they will stay
  • You cannot seem to connect with

My thoughts after almost 29 years in sales and business are that some clients are best served by referring them to a friendly competitor they would be more comfortable with. We always have client priorities in mind.

Personalities and Group Benefits

There are many types of clients, advisors, and benefits solutions. The key is to match the right solution to the clients’ needs, perspectives, and approaches.

  • Pooled – when a client prefers stability and a plan that’s easier to budget for
  • Traditional – when a client is prepared for and has the financial ability to absorb rate volatility that can (and will) occur


Because of client priorities being so important, sometimes you just need to say no. It might be better for you and the client to refer them to another company that is better suited to their needs. Why? Because we want you to have a great experience.

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