How to say 'no' in business — with confidence and no regrets

Photo / Tim Greenway

Nancy Marshall

When many of us started our careers, our instinct was to say “yes” to opportunities, “yes” to requests, “yes” to anyone who asked for our time or expertise. That eagerness helped us build relationships and momentum.

Back in my 20s, I was afraid to say anything but “yes,” for fear that I would be replaced or passed over for a promotion. I had been saying “yes” to every opportunity throughout my school years.

No wonder that in high school, I was the president of my 4-H Club and my church group while also competing on the swim team, attending French Club meetings and taking care of the horse I bought with my babysitting money.

At a certain point, constant “yeses” become unsustainable even if we have been “yes” people all our lives.

Work can easily overtake your entire life. For some (like me), the job is a passion; for others, it’s simply a paycheck until retirement. Many people are in between.

Either way, if we always agree to every demand, we end up drained, distracted and unable to focus on what matters most.

Saying “no” doesn’t make you unhelpful or unfriendly. It makes you intentional. It signals that your time, your business and your well-being matter.

And when you practice it well, people will respect you more. Here are my recommended three steps you can take to say “no” with confidence in any situation.

Pause and prioritize

The first step is to pause before answering any request. Too often, we respond instantly, agreeing before we’ve had a chance to think it through. Instead, build in a moment (or even a day) to evaluate the ask.

Ask yourself:

Does this align with my current goals?
Is this the best use of my time and expertise?
If I say “yes,” what am I saying no to — family, rest, simply reading a book or higher-value work?
The lesson is not to say “yes” simply because the opportunity exists. Say “yes” because it serves a deeper purpose.

Be clear and kind

Once you’ve decided to say “no,” deliver your answer clearly and kindly. Too often, we bury “no” under feelings of guilt, apologies or vague half-answers. That only creates confusion and invites pressure.

A confident “no” is respectful, direct and compassionate. Thank the person, decline without over-explaining and — if possible — point them toward another resource.

For example: “I appreciate you reaching out. I’m focusing on existing clients right now, so I can’t take on new projects." You might recommend someone else who has capacity in this area.

Protect your boundaries

The third step is to stay consistent. People may push back, try again later or express disappointment. That’s normal. But if you’ve set your priorities, you owe it to yourself to uphold them.

Protecting your boundaries means remembering why you said no — whether it's to preserve family time, conserve energy or focus on your core work. Boundaries are like guardrails: they keep you from veering off track.

Here’s the paradox: learning to say “no” actually leads to better yeses. By clearing out commitments that drain you, you create space for the opportunities and relationships that truly matter.

Entrepreneurs are especially tempted to overcommit — we’re wired for growth, eager to connect and afraid of missing out (ever heard of FOMO? I’ve got a serious case of that.) But seasoned leaders learn that focus, not frenzy, creates real impact.

Saying “no” allows us to say “yes” — to strategic growth, to clients aligned with our mission, to meaningful work, to evenings with family, to weekends of rest.

Find your superpower

If you find yourself exhausted by saying “yes,” practice my three-step framework: pause and prioritize, be clear and kind and protect your boundaries. Over time, no will stop feeling like a threat and start feeling like a superpower.

Ultimately, business is not just about maximizing opportunities. It’s about creating a life that is sustainable, fulfilling and balanced. And sometimes, the most powerful thing you can say is a confident, respectful, well-timed “no.”

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