Saying yes could be costing you more than it gains

It is 10:30pm. You are sitting on the sofa, trying to unwind after a long day at work when your phone buzzes…

You can’t resist a look, and as usual, it is a client. They have a quick question about an installation or a quote. The question for you is, do you answer it?

For many of my clients, and I bet for most of you reading this, the instinct is to say yes. You find yourself picking up the phone, typing out a reply, and solving the problem. This is what you do and why your clients love working with you. It makes you feel good because you have been helpful.

But you have just made a massive mistake. And here’s why.

If you are answering business messages at 10:30pm, you are training everyone you work with to expect it. You are teaching your clients that you are always available, always on, and if they haven’t planned properly, that will become your problem as well.

I'm currently working with a client who is one of those people who genuinely cares. He's quick, adaptable, and committed to providing the best possible service. That attitude makes him stand out in a market where many suppliers lack the same level of care.

But we had a moment recently where we had to hit the brakes.

We looked at his communication habits. He was replying to texts late at night. He was offering advice and support at all hours, day and night.

I asked him one simple question. What would a normal supplier do?

He already knew the answer. A normal supplier would reply on Monday morning. A normal supplier would charge for that level of consultancy.

That is the trap. When you are brilliant at what you do, people naturally start expecting more from you. And that is fine, provided it is on your terms. But if you are always available, always solving, and always saying yes, you are setting a precedent that can quickly become a prison.

The first time you reply on a Sunday, it is a favour. The second time, it is an expectation. The third time, if you don't reply, it will feel to them like you are letting them down.

You’ve created a situation where you can never switch off because you are terrified of dropping the ball and damaging the relationship.

This isn't just about your mental health, it’s about commercial respect. Clients respect what you protect. That includes your time.

If you are available 24/7, you are subconsciously telling your client that your time isn't valuable. You are telling them that you are desperate for the work or that you have nothing else going on.

Professionalism requires boundaries.

So, how do you reset the precedent without upsetting your clients?

It starts with setting clear hours and sticking to them. Put your opening hours in your email signature so expectations are set from the start. If you use WhatsApp for business, set an auto-reply for evenings and weekends. This allows you to let technology be the bad guy so you don't have to be.

If you prefer to work late to clear your head, use the Draft rule. It is fine to clear your inbox on a Sunday night to get ahead of the week, but do not hit send. Schedule the email to go out at 8:30am on Monday instead. You get the peace of mind of an empty inbox, but the client gets a clear signal that the working week starts on Monday morning.

Finally, do not be afraid to retrain your best clients. You might worry they will leave if you stop replying instantly, but they won't. In fact, they will likely respect you more. Next time a late message comes in, simply wait until morning and reply with, "I picked this up first thing. Here is the answer." You will see very quickly that the world did not end because you took 12 hours to reply.

Being helpful is a virtue. Being a doormat is a business strategy that ends in burnout.

Set the precedent today. Protect your time. Your clients will value you more for it.

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