Recently, we had a meeting with a prospective client. It would have been a great client. Big name. Good strategic planning project. The meeting itself was great. Good chemistry, great conversation. We learned a lot about them, their work and their struggles. But we also realized, on our end, that they didn’t really need our help. We didn’t have anything to offer that they weren’t already doing internally.

When we got back to the office, we realized we had two choices. We could keep trying to sell them something. Or we could tell them they didn’t need us. Hmm.

So we sent them a note thanking them for their time and acknowledging that we didn’t think we could add value to their process. They had all the resources they needed in-house. Think we’re thick in the head? Maybe we are. Maybe we should have pushed for the sale. And maybe we would have gotten it. But we sure wouldn’t have had that client for long. Short term, we could have made some money and had a marquee client. But long term, it would have been disappointing for both us and the potential client. And that’s not good for business.

The lesson here? Sometimes you have to say no. No business can be everything to everybody. A significant part of marketing your company’s products and services is knowing who is right and who is wrong. The more narrow and finite you can make that “right” group, the better you are going to be. Your sales cycle will shorten and you will retain your clients longer.

I know it’s tough to turn down business. But I promise, it is business that will cost you more than it will make you. Every time.

Drew McLellan is Top Dog at McLellan Marketing Group and the author of “99.3 Random Acts of Marketing.” He can be reached at Drew@MclellanMarketing.com.