How to Say "No"

Saying no to the request of a valued customer can be painful but necessary. Today's Tools and Tips column on NFIB.com offers advice from Darby Checketts, speaker and trainer to government agencies and hundreds of companies such as Gulfstream Aerospace, Intel and BlueCross/BlueShield of Arizona.

Checketts has devised a simple three-step process to avoid disappointing your customers by saying "no," as well as preventing the "occasional over-committment of a too hasty 'yes.' "

To let your customer down gently, Checketts suggests using the A-C-T principle:

• A: Acknowledge the customer’s requests and needs. A brief recap of what they asked for or an indicated appreciation of their point of view can buy you time to collect your thoughts, while reassuring customers that you heard them and understand their position.


• C: Ask questions probing the circumstances of customers’ inquiries or requests. “Before giving a knee-jerk answer, make sure you understand the why of what they're asking,” Checketts says.


• T: Tell them what you can do. Checketts notes that even partial solutions are better than a roadblock. They are a vast improvement over an otherwise negative response and indicate your willingness to work toward a mutually agreeable solution.