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Just Say No

Let your customers down easy.

By
This story appears in the May 1998 issue of Entrepreneur. Subscribe »

When you were a child, the word made you miserable. Now that you're an adult, you know that "no" can sometimes be the most appropriate response to a request. But how do you tell a valued customer that you can't--or won't--do what they want?

The first step is to recognize that saying no isn't always bad, says Barry J. Babin, associate professor of consumer research in the marketing department at the University of Southern Mississippi in Hattiesburg.

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