Several nights ago I was desperately wanting Mexican food so I called up one of my local favorites. It was a long day and the last thing my wife and I wanted to do was load the kid in the car and go out for a family dinner. It was cold outside, we were warm inside, and they deliver so the solution was very clear.
I quickly picked up the phone and began dreaming about the warm plate of steak fajitas that would soon be at my doorstep. However, this wish was quickly shattered. Apparently, other folks were dreaming of the same thing so the restaurant was slammed and didn’t have enough drivers to meet their customer’s demands [insert tears right here]. I was bummed.
Life goes on so we chose to opt for something else that night.
With the Mexican craving still in my belly, my wife and decided to hit it up today and it was great. Really great. In this specific case, absence made my heart and belly grow fonder.
So, what’s the lesson here?
As the Managing Partner of a presentation design agency, I often get concerned about turning customers away. Our project calendar is becoming very full these days and turning prospects away is happening more frequently. And to be honest, it hurts me personally…every single time. It’s a crazy paradigm shift for someone like me who just 10 years ago would take any project offered just to be able to pay the mortgage or put food on the table.
But, I need to remember…
My favorite Mexican restaurant turned me down a few nights ago, but I did business with them today. As of right now, I have a belly full of fajitas and I plan to return again. They didn’t lose me as a customer. In fact, their rejection made me want them more today.
The Lesson: It’s tough but it’s okay to say “No.” Demand screams exclusivity, and that’s good for business.
