The Recipe for Saying No Like a Pro

/ By

If there’s one thing harder than a Monday morning without coffee, it’s learning to say no. But according to the brilliant minds of Robert Fiveash (Brand Fuel), Brenda Speirs (Buzztag), and Denise Taschereau (Fairware), mastering the art of the well-placed ‘no’ is a game-changer in business and life. PromoKitchen’s latest conversation, led by Jay Busselle, dove into why saying no isn’t about rejection; it’s about strategy, values, and survival in the promotional products and branded merch industry.

Brenda, a self-proclaimed “notorious over-volunteer,” admitted that setting boundaries is one of her greatest challenges. But as her husband once put it, if you always raise your hand to say yes, you stop being a volunteer and start being a lightning rod. Denise approached the topic with a business-first mentality, dividing her decision-making into buckets: one for client relations (who aligns with the brand's values) and another for personal workload management. Meanwhile, Robert, one of PromoKitchen’s original founders, emphasized that in an industry where joy can be buried under an avalanche of commitments, knowing when to decline certain projects or clients is critical to long-term success.

The conversation wasn’t just about protecting time, it was also about protecting integrity. Denise shared how Fairware has drawn a few hard lines on industries they choose to not work with, including fossil fuels and the military, reinforcing their commitment to sustainability. While such decisions can be financially tough, they can also solidify the company’s identity and attract like-minded clients. Robert and Brenda echoed the sentiment that walking away from business that doesn’t align with their companies’ values actually strengthens their brands. In the end, saying no to the wrong opportunities creates space to say yes to the right ones.

Beyond client relationships, the panel explored the idea of product responsibility. Should promo pros challenge clients who request throwaway merch that ends up in a landfill? Absolutely. As Robert put it, “If you wouldn’t take it home from a trade show, why would you give it to your customers?” The key is offering alternatives. Find and present products with sustainability stories, real utility, and an end-of-life plan that doesn’t involve the garbage bin. Denise noted that shifting client mindsets can be a challenge, but every conversation around sustainability is a win and could ultimately help our industry transform.

Here are my Key Takeaways from our conversation about Saying No.

  1. The ‘Lightning Rod’ Effect – If you always raise your hand, you stop being a volunteer and start absorbing all the static. Choose your commitments wisely, or you’ll get burned.

  2. No is on the Menu – Just because a client asks for a cheap plastic product, doesn’t mean you have to serve one up. Guide them toward choices that align with their brand and won’t end up as trade show trash.

  3. Know Your Signature Dish – Know what problems you and your crew are uniquely qualified to solve. If a client or project doesn’t fit your values, pass it to someone who’s better suited. A strong referral is better than a bad fit.

  4. Quality Ingredients Matter – Selling sustainable merch isn’t just about the product. It’s about the whole supply chain. From ethical sourcing and eco-friendly printing, to low impact packaging and shipping: every step counts.

  5. Set the Table for Industry Change – Sustainability and ethics aren’t trends; they’re necessities. The more we educate, advocate, and challenge the status quo, the better the industry becomes.

A massive thank you to Robert, Brenda, and Denise for sharing their wisdom, humor, and first hand insights on the power of ‘no.’ If you’re looking to elevate your business, build stronger relationships, and create more meaningful impact, take a page from their recipe book. Want to hear the full conversation? Please watch the video or tune in to the podcast. You won’t want to miss this one! And remember, saying no isn’t the end of the conversation, it’s the beginning of a better one.