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JUST SAY “NO” Jon Wool, President/Owner, Finesse Cuisine
11/15/2011 JUST SAY “NO” Jon Wool, President/Owner, Finesse Cuisine
JUST SAY “NO” Jon Wool, President/Owner, Finesse Cuisine
Success means learning to say “No.”This was the topic of a presentation by a noted business leader at a conference I recently
attended. Saying “No,” however, is inconceivable to any caterer who is wired to please. In
fact, I was trained to say “Yes” to just about anything that wouldn’t cause flood or fire. You
may find that adapting to this new philosophy can be a challenge but learning to just say “No”
frees you to cater to the clients who are the best fit for your company.Since the recession, like most companies, Finesse has learned to economize while doing
everything possible to increase revenues. To support this effort, we have indeed challenged
ourselves to say “No” when we are asked to operate in a manner contrary to our standards or
price points. Here’s why: between the austerity measures in the marketplace since 2008 and
the advent of the gigantic international catering conglomerates, there is a tendency for the
smaller caterer to try to be all things to all people at all prices. It can be argued that this
approach keeps cash flowing and employees working. However, it is more likely that your
company’s vision, integrity, and profitability will be compromised. When you have to bend
and twist to accommodate the requests of a client who is not a good fit, you risk losing focus
on the clients who are your Right Fit. Considered this way, it becomes clear that saying “No”
is the smart thing to do. Saying “No” to one thing frees you up to saying “Yes” to something
more valuable.Not long ago, I was consulting with the off-premise catering arm of a fine dining restaurant.
While this client was quick to embrace certain fundamentals of off-premise operations, they
had lost sight of why their restaurant’s style of food and service is so popular. They were
saying “Yes” to anything that came their way and they were floundering. Plus, they were
working way too hard and far too many hours! It was very difficult for the directors to
understand the concept of Right Fit. What finally resonated was a quote by iconic jazz
musician, Dizzy Gillespie: “It’s taken me all my life to learn what NOT to play.” The trumpet
sounded loudly and clearly to this client. They learned to say “No” to anything outside of
their range, refocused on their initial mission, and began to accommodate better fit events.
I have learned that while the customer may always be right, he may not always be the right
customer for me. Therefore, I have found myself saying “No” more often and coaching clients
to do the same. In turn, I have gained more respect from clients and staff alike. This has been
empowering and invigorating, and our bottom line reflects the change.
Will I revert back to my old philosophy any time soon? Hell No!
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