Why Saying No Could Be the Best Way to Grow Your Business in 2026
When you run a small business, it’s tempting to say “yes” to every enquiry that lands in your inbox. After all, more customers should mean more revenue, right?
But here’s the harsh reality: not every customer is a good customer.
In fact, chasing the wrong clients often drains your team, reduces margins, and distracts you from the opportunities that will really move your business forward.
The problem with saying yes to everyone
For businesses with small teams, capacity is always an issue. Taking on the wrong-fit clients comes at a cost:
Time drain – customers who haggle, delay, or demand extra cause work to overrun.
Lower margins – price shoppers rarely value quality, and you end up discounting to win work.
Lost focus – serving the wrong clients takes attention away from the ones who truly value and can afford what you offer.
Instead of growing, you end up firefighting.
The power of a “no list”
Growth comes from focus. Knowing who you don’t want to serve is just as important as knowing who you do.
When you’re clear on your “no list”:
Your marketing message sharpens
Sales conversations get easier
The right clients self-select and say “yes” faster
It’s not about turning people away for the sake of it. It’s about creating space for the clients who bring the most value — to them, and to you.
A real example
One of my very first clients was offering admin services to everyone. Work was patchy, and she was constantly hustling for the next project.
We looked at her background and realised she had strong experience in the medical sector. She repositioned herself as a specialist VA for consultants and private practices.
The difference? Overnight, her message was clearer. Enquiries became easier to attract, and she quickly became known in her niche. By saying no to “everyone,” she made it much easier for the right clients to say yes.
How to start saying no (without losing sales)
Define your “no list”
Think about the types of customers that drain time, energy, or margins. Write them down.Get clear on your best clients
Who are the ones that value your work, pay on time, and come back for more? Build your marketing around them.Make it visible
Your website, proposals, and messaging should highlight who you’re for. And, gently signal who you’re not.
Action
For small businesses, focus is everything. By saying no to the wrong clients, you create space to grow with the right ones.
It’s not rejection. It’s a strategy.
If you’d like help defining your “no list” and sharpening your marketing message so you attract better-fit clients, let’s chat.
I offer a free 45-minute growth call to prospective new clients. Find out more
Claire Best Marketing helps businesses gain clarity, sharpen their messaging, and create marketing strategies that truly convert. With 30 years of marketing experience from major brands, Claire brings senior-level expertise tailored to the unique challenges of small and medium-sized enterprises.
Claire works closely with business owners to remove guesswork and wasted effort, delivering straightforward, practical plans designed around each client’s goals. Supported by a trusted team of specialists, she provides expert marketing support without the overhead of a traditional agency.
Whether you want to learn how to market effectively yourself or hand over the entire process, Claire empowers you to focus on running your business while she drives your marketing success.
claire@clairebestmarketing.com | www.clairebestmarketing.com