There are many reasons a potential client might not be the right fit for a particular coach’s services. While saying “no” to taking on a prospective coaching engagement might be difficult in the moment, it’s often a positive move in the long run for both parties, allowing each to find a better match.
Turning away a potential client must be done tactfully and professionally to maintain a strong professional reputation. Read on for some tried-and-true strategies that 14 members of Forbes Coaches Council use when faced with a prospective client who isn’t a good fit for their services.
Members pictured from left to right.
Photos courtesy of the individual members.1. Work Your Network
Thank them for trusting you with their situation. Clarify what you heard their challenges are that they need to address. Let them know why you’re not the best fit for them. Then, let them know that you know other highly impactful professionals who may be a better fit. With the prospect’s permission, reach out to others to gauge their interest and fit. Work your network to help them succeed. - Sandy Schwan, Evolving Strategies LLC
2. Take The Opportunity To Build A Relationship
Be honest and tell them. More importantly, tell them why you aren’t the right service provider for them so that they can appreciate why you can’t take them on board. Take the opportunity to learn a bit more about them before you turn them away. Help them with resources and connect them to those who could help them. See it as an opportunity to build a relationship, if not a client. - Sandeep Jain, Value-Unlocked Private Limited
3. Help Them Clarify Their Needs
Help each potential client clarify what they are looking for. Help each potential client who isn’t a good fit for your service understand why you’re not the best person to deliver what they want and need. Offer to refer them to those who could be a great fit for them. Kindly make introductions immediately. - Christine Rose, CEOAccel
4. Always Be Up Front
It’s always best to be up front about the best route to take. I tend to build a heavy referral network, so while the client may not be right for me, I have a referral network and can send this potential lead to someone else. Rather than saying “no” and sending them on their way, I can still take care of them with integrity and help another business out by referring the prospective client. - Lauren Najar, Lauren Najar Coaching LLC
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5. Decline The Engagement, Not The Person
Embrace the mindset that you are not turning the potential client away; rather, you are turning the engagement away. By expressing that it is not an ideal fit to work together, you are not rejecting the individual. Instead, you are offering objective information, which can allow the potential client to seek an even better option for them. Communicate in a gentle, authentic and kind manner. - Vered Kogan, Momentum Institute
6. Share Your Reasons With Dignity
We are most effective if we co-create and collaborate with our clients on an eye-to-eye level. Hence, it is a sign of quality, sincerity and care to disclose when you are not the right fit. Do it regularly. Share your reasons with dignity and kind honesty. By doing this, you can often build as much trust with those whose business you decline as you do with those clients you accept. Provide recommendations only if you are asked. - Sabine Gromer, MagnoliaTree
7. Share Tools, Resources Or Connections
I always try to share some tools, resources or connections to ensure they get some direction. Staying honest in the conversation has been always helpful to keep things clear. It’s better to state the clear reasons to ensure there is no confusion in the future. I like to think in terms of building long-term relationships and keeping a scope open to working together in the future versus treating interactions as transactions. - Jaya Bhateja, Abhyudaya Consulting Services
8. Use Empathy
Every entrepreneur goes through the process of defining their clients’ market segmentation. When a client isn’t the right one for your service, the best thing to do is to state this clearly and suggest alternative service providers for their needs. Using empathy is the key and the best, most tactful way to do that. - Kalina Terzieva, My Coaching Brain
9. Be Authentic About The Reason
Be honest and truthful about it. The potential client may not be “right” for now, but things may change in the future. Being authentic about the reason and putting it across in a professional manner can allow the relationship to commence at a later time. - Thomas Lim, Technicorum Holdings
10. Follow Up Afterward
When you have a potential client who isn’t an ideal match for your services, it’s always best to be honest. Although that may not be the answer they were hoping for, having integrity and being honest is just as valuable. Offer help by referring them to someone more suitable for their needs, and follow up with them later on. It shows that you value the relationship even if you weren’t able to help them. - Jennifer Carrasco, Jennifer Carrasco EOS Implementer
11. Refer Them Out To Others
When a potential client isn’t right for your service, it’s important to handle the situation in the best way possible. Referring them to someone else who can help is not only friendly but will also create relationships and trust. Everyone wins when we help each other out! Taking the time to find the right person for them and offering your assistance shows that you care about their needs. - Anna Tan, Coaching Go Where
12. Discuss Better Options
Be honest. It is a form of true respect for the person. While you may turn them down because they aren’t a good fit for your business, you can offer what you see as a better option. This shows your sincerity in wanting what’s best for them. Give them a direction to take that speaks to their commitments. This has the effect of serving the best interests of everyone involved in that interaction. - Lisa Marie Platske, Upside Thinking, Inc.
13. Be Honest With Yourself And The Prospect
I believe there are two aspects of turning clients away. First, be honest with yourself—can you truly help this client? If not, honestly communicate it and refer them to someone else. The second part (being honest with them) is trickier, but I believe that working with clients with whom you have the right connection is the best way to serve them and love your job at the same time, so respectfully communicate that as well. - Dorota Klop-Sowinska, DoSo! Coaching
14. Use Positive Language And Leave The Door Open
In the chemistry session or even the contracting session, it can become apparent that there is not a fit. Consider that the timing may be incorrect for a coach and client to work together. I often find the direct approach of using positive language works well to get the message across but also leaves the door open to doing business in the future. - Arthi Rabikrisson, Prerna Advisory
