Don’t take no for an answer and avoid sit-backs

Do you serve your client when you agree to replace a good piece of work with something less but more acceptable?

One of the first things I’ve read about advertising was this: “The client always pays you to say no.”

But that’s only half the story.

A client has the right to reject your work. But when he does so, you don’t just have to take no for an answer.

Digging deeper is one thing you can and should do.

But sticking to your standards is another. If no means you have to come up with a piece of work that doesn’t meet your standards, than dare to say no yourself and explain why.

When you say no, it’s because you care too much for your work. And the fact that you do is what creates value for your client.

When you say no, it’s because you know that it’s not about you creating stuff for your client, but because you know it’s you creating stuff together for your client’s cause.

It’s not you against them, it’s not even you for them, it’s you and them for their cause.

If you say no, say no against ‘sit-back’ thinking. Say no to people who just tell you about their problem and then sit back presuming the problem is now yours. It’s not. It’s ours, because they shared it. Which means, solving will take efforts of both of us.

If you always take the blame yourself for your client’s no, you will get frustrated. Learn from each other. Talk and say no when sit-backs occur.

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