The Power of "No": Why Credibility is Your Most Valuable Business Asset
In 38 years of small business experience—the collective "blood, sweat, and tears" I’ve detailed in The Small Business CEO’s Playbook —I have learned that delegating is not a sign of weakness. It is a survival tactic to avoid drowning in time-consuming tasks. Lately, I have been practicing what I preach by looking for ways to offload the "many hats" a CEO must wear so I can focus on high-level growth.
This journey recently led me to search for an agency to help me secure more guest appearances on podcasts. While I’ve had success hosting my own show, the manual labor of scouting and pitching guest spots is a significant time-sink.
The Discovery: Interview Connections
I came across an ad for a company called Interview Connections. Intrigued, I filled out their form and hopped on a call with the owner, Jessica.
Right away, the small business "personal touch" was evident. Based in Rhode Island, Jessica didn't just give me a canned sales pitch. She dug deep. She asked very specific questions about my goals and my target audience. We had a great conversation; I was ready to sign up before I even knew the price.
The Twist: When a Lead Isn't a Fit
Then came the surprise. After analyzing my specific needs and the required investment for her premium service, Jessica did something rare in the world of sales: She told me "no."
She explained that based on my goals, the Return on Investment (ROI) simply wasn't there for me. Her services, while excellent, weren't the right bridge for my business at this time.
Why Credibility Beats a Quick Sale
I walked away disappointed that I hadn't found a solution, but I was wildly impressed by her honesty. In The Small Business CEO’s Playbook, I discuss how "actions speak louder than words" when it comes to earning the trust of new customers. Jessica’s decision to put my best interests above her immediate profit gave her—and her company—instant, unshakable credibility.
Here is why credibility is the ultimate growth engine for small businesses:
Referral Gold: Even though I didn't hire her, I am now a brand advocate. I would recommend her to anyone whose needs do align with her service, and as I say in my book, positive word-of-mouth is invaluable.
Trust-Based Branding: When clients know you won't sell them something they don't need, they trust your recommendations implicitly. Earning that trust is the first step in a long-term relationship.
The Power of "No": In my manuscript, I mention that "failure" to make a sale (getting a "no") can actually be a positive result because it ends a time-consuming process that isn't a fit. Jessica understood this—she saved both of our time by being honest.
The personal touch of a small business isn't just about being friendly; it’s about having the integrity to be a partner in your client's success—even if that means directing them elsewhere.
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If you want more information about Jessica’s company, Interview Connections, visit https://interviewconnections.com/
