It's not the sort of email you hope to get, and yet I was grateful all the same.

The would-be client had opted to hire another photographer who offered a different service. Sometimes that happens. My services are unique, and I have learned to stick to what I know and what I am good at.

Those who try to be everything to everyone quickly end up losing their edge on the market.

Did I want the job? Of course.

Did I appreciate that after emails back and forth and phone calls, the client followed up to let me know their direction?

Indeed.

Small business owners spend a lot of time answering queries from would-be clients. We take the time because it's the name of the game. Before putting down money, a customer wants to know you're going to provide the service they need, that you're honest, on the ball, and good at what you do.

They deserve that all upfront.

They're a piece of the service.

They're a part of the package.

But all those emails, the phone calls, and those in-person meetings, they're a lot of work.

They're a lot of work to be answered with radio silence if someone opts to go another direction.

People don't like having to say “I chose someone else.” Perhaps it's embarrassment? Not wanting to hurt someone's feelings?

But letting someone know you appreciate the time they put in is a courtesy. It shows you respected their time. It lets them know they can stop following up, lets them know they can open up their services to other (paying!) customers.

It's OK to say no once in awhile. We can take it.

No is better than hearing nothing at all.