How Agencies And Consultancies Lose Money By Trying To Please Everyone.
The conventional model that agencies and consultancies use to build key business relationships is built on goodwill. And unfortunately, goodwill is built mostly by saying “yes” to clients who have all the power in the buyer-seller relationship. Well-meaning entrepreneurs bend backwards to please clients in fear of losing accounts and keeping the lights on.
But there is a dark side to all the “yeses” being thrown around. You know the drill: a client asks for a “quick tweak”-which, by the way, is never quick. Or you take on a project that’s not your jam because, well, you’re worried about making payroll. I get it. I’ve been there. But here’s the uncomfortable truth: saying yes to everything is the fastest way to commoditize your business, torch your margins, and burn out your team. In other words, it’s the gateway drug to mediocrity.
Why We Can’t Stop Saying Yes
The pathology is obvious. Agencies are built on relationships. We want to be liked. We want to be needed. And, let’s be honest, we want to keep the lights on and the LaCroix fridge stocked. But this is classic scarcity mindset. When you say yes to everything, you’re not being strategic-you’re being scared. Scarcity is not a strategy.
The Real Cost (Spoiler: It’s Not Just Money)
Let’s get clinical. Here’s what happens when you become a “yes” machine:
• You become generic. If you’re everything to everyone, you’re nothing to anyone. The market doesn’t reward generalists; it rewards specialists.
• You erode your brand. Every time you take on work outside your wheelhouse, you dilute your value proposition. That’s not growth-that’s entropy.
• You torch your margins. Low-value work crowds out high-value work. You’re not running an agency; you’re running a sweatshop.
• You fry your team. Overworked people don’t do great work. They quit. Then you’re left holding the bag.
The Power of No (a.k.a. Grown-Up Capitalism)
The most successful agencies? They’re not the ones with the longest client list. They’re the ones with the longest “no” list. They know who they are, what they do, and-most importantly-what they don’t do. They have the integrity and self-discipline to stay in their line and keep doing what they are great at.
Saying no is a flex. It signals confidence. It says, “We’re not desperate. We’re differentiated.” And guess what? Clients respect that. High-value clients want a partner, not a pushover. The same is true in life, of course.
From a financial perspective, saying “no” is strategic choice that allows you to stay “on brand”, sticking to your positioning and to the stuff that makes you the most money.
Doing an outstanding job only for “First-Class Clients”, concentrating all your resources and energy on the vital few over the trivial many (Economy Class) is just sound business strategy 101.
How to Build Your “No” Muscle
1. Define your sandbox. What do you do better than anyone else? Stay there.
2. Script your no. “Thanks for thinking of us, but that’s outside our scope. Here’s who I recommend.” Polite, firm, and done.
3. Audit your client roster. If you’ve got clients who are more trouble than they’re worth, cut the cord. You’re not running a charity.
4. Celebrate your nos. Every no is an investment in your brand, your team, and your sanity.
Parting Shot
Saying yes is easy. Saying no is leadership. It’s the difference between running a business and running yourself into the ground. If you want to build an agency that’s profitable, respected, and, dare I say, enjoyable to run, start saying no. Your margins will thank you. Your team will thank you. And, in the end, so will your clients.
Be less available. Be more valuable.
