Lesson: A smaller yes can lead to a bigger one.

When you’re building a brand, some deals feel like green lights. Great calls. Strong interest. Good energy. Then out of nowhere, it stalls. That happened to me recently. I’d been in talks with a fractional sales team. Solid reputation. Great fit. The early conversations went well. They got the brand. Understood the vision. For a minute, it felt like a lock. Then came the pause. Their concerns weren’t wild; they just needed more proof. More traction in this unique niche, as it was new territory for them. So in their eyes, the timing wasn’t quite right. And just like that, the full engagement was off the table.

But instead of walking away or taking it personally, I stayed in the conversation. I asked what part of the deal still made sense. What could we test now, a tactical piece they were still open to exploring. So we found a middle ground: Smaller scope. Lower risk. Clearer path. They’d provide one core service to start. And if it worked? We’d expand. The deal didn’t die; it evolved, and I renegotiated. I told them, “Let’s start here, I’ll prove it’s worth scaling.” And they said yes. It wasn’t the win I’d planned for, but it was still a win. More importantly, it kept the door open. And I realized something in that moment: Just because everything lines up doesn’t mean the line stays straight. That doesn’t mean you’re off track. Sometimes, the curve is the next step.

That curve taught me a lot. Not just about negotiation, but about staying flexible when momentum shifts. I could’ve walked away with disappointment. Instead, I walked away with a smaller win and a shot to earn the bigger one. It reminded me: when emotions stay steady, your options stay open. People remember how you respond. Especially when things don’t go your way. That doesn’t mean lowering your bar. It means finding new ways to meet the moment. Forward is still forward, even if it’s not the path you pictured.

If you’re navigating a stalled partnership, try this:

• Don’t flinch. Ask why it paused. Their hesitation usually holds the real insight

• Look for what still feels good to them, and build around that

• Stay emotionally steady. It’s not personal. It’s business timing, priorities, and risk

• Propose a smaller next step. Prove your value with less friction

• Keep the relationship alive, so when the timing shifts again, you’re first in line

Credible resource to explore: Ask Why It Won’t Work and Other Lessons This Founder Relies On While Building from 0 to 1, a sharp breakdown on how early-stage founders can reduce risk, read hidden signals, and find momentum even when the full deal isn’t on the table. A perfect reminder that sometimes a tactical “yes” now builds trust for a bigger “yes” later. Related drop: How I Raised $120K Without a Network, because the right momentum often starts with the smallest yes.

Closing Thought

Not every deal ends in a no. Some just take a detour. I’ve had plenty fall through. A smaller yes can still push things forward. You don’t need the full win to stay in the game, just enough to keep going. I’m still here. Still moving. Every curve I’ve hit? It’s just been part of finding the next straightaway.

Stick around. I’m just warming up.

Subscribe here for more → The Weekly D-Briefs (or forward this to someone building something meaningful)

_{DISCLAIMER - All content by Devraj Patel, including The Weekly D-Brief, is for informational and educational purposes only. It does not constitute business, legal, or personalized advice. No client relationship is created unless agreed upon in writing. Past results do not guarantee future outcomes. You are solely responsible for your decisions—always consult appropriate professionals before acting on this content.}