It is much better to say yes than to say no to a customer. So every time you or one of your staff ends up saying no to a customer's request, look into what happened to see if you might want to make some changes in the way you do things. Here's some of what we say about this in our book, Making Money Is Not Illegal, Immoral or Fattening.
"Whenever one of your store staff does in fact need to say no to a customer after checking with at least one other person, how do you know it? How do you get the valuable feedback like that so you can improve your business and increase your profitability? Ask the employee to write it down and then give the form to the store manager. That's all we require them to do. We don't challenge the employee on it. Once we chew somebody out because they filled out one of those forms, they'll never fill out another one in their life. If they pick up one of those forms because they said no, but the correct answer is yes, that points out a training and coaching need.
"If you take this seriously, you will find out your people are saying no for things where the correct answer is yes. You'll also find out that your customers are asking for products that you're not aware that they're asking for. You'll find out that there are services you could be offering in your market that the customers want you to do, and you just don't know about it."
There's more starting on page 98 of the book.
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