I recall a time early in my career when a well-known company approached me for a large-scale SEO project. While the pay was tempting, the timeline was unrealistic, and the scope didn't align with my expertise. It was a difficult decision, but I declined the offer. This turned out to be a pivotal moment for my business. Shortly after, I landed a smaller project that was a perfect fit for my skills and interests. This project not only led to outstanding results but also opened doors to a network of clients who valued my specialized approach. Saying "no" was a risk, but it allowed me to focus on quality over quantity, building a reputation for delivering exceptional results within my niche. This ultimately led to more fulfilling and profitable opportunities in the long run.
When holding an introductory call with a prospective client, it became clear that the prospect's expectations for the project were unrealistic, and their beliefs about the business relationship were not a good fit with my business. That's an engagement that's best to decline and then help that prospect find another provider that is a better fit. You benefit from it in less stress, protecting your business reputation, and potentially not having to write off revenue never collected.
One time, we declined a project that was outside our area of expertise, which ultimately benefited our business in the long run. By saying "no" to this opportunity, we were able to focus on what we do best—providing top-notch marketing consulting and coaching at the CMO level. This decision allowed us to deliver higher quality work for our existing clients, reinforcing our reputation as specialists in our field. Concentrating on our strengths meant we could consistently exceed client expectations, which led to increased client satisfaction and loyalty. Our clients appreciated our deep understanding of their specific needs and challenges, which in turn resulted in more referrals and opportunities that were well-suited to our expertise. This focus on our core competencies helped us build a strong, niche reputation in the marketing industry. By strategically choosing projects that aligned with our skills and experience, we positioned ourselves as a go-to resource for high-level marketing consulting and coaching. This approach not only enhanced our brand's credibility but also attracted more clients who valued our specialized knowledge, leading to sustainable business growth and long-term success.
One of the best pieces of advice I received as a freelancer was, “If you’re unsure about taking on a project, remove the money aspect.” So (in a perfect world) if money weren’t an option would you still take this project on? It seems counterproductive but I ended a relationship with a large client, absolutely terrified because they were my main source of income, and it turned out to be the best thing I could have done. The things that led me to end the relationship were taking a significant toll on my time and mental energy. When our relationship ended I had so much more time and energy to focus on growing my other clients and looking for new ones that were better aligned. Within just a few months of that relationship ending, I had more than replaced that source of income.