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It can be tough to say no to potential business—especially when you’re just getting your insurance practice off the ground. And it’s easy to get into a mindset where you believe saying no is a privilege reserved for the successful, or at least those with a stable business. But no matter whether you’re experienced in the industry or just starting out, it’s essential to know which are your ideal prospects—and which you should pass on. Here’s a list of who to say no to.

People who want insurance outside of your expertise. If you’re not licensed in a type of insurance someone wants, you can’t sell it. That’s obvious. But even if you do happen to be licensed in one area but primarily sell in a different area, it might be better to start specializing in what you know best. That’s because you’ll be a better resource to your clients in your area of best expertise—and those clients will be more time-efficient for you, as you’ll be able to handle their coverage issues more easily.

Prospects without the budget you need. Everyone needs some type of insurance—like auto insurance or health insurance. But not everyone has the budget to buy it. When setting up your marketing campaigns, it’s possible to target demographics with the right income—you can usually get that information on businesses fairly easily, or rely on what you know about where individuals and businesses are located and the average income and rent data for those neighborhoods. Customers with the budget to pay for the insurance you offer are always easier to work with.

Prospects who are difficult to work with. Some prospects are just not a good personality fit for your company. They may be rude, or aggressive, or might make you or your staff feel uncomfortable. In some cases, no amount of business can make up for the psychic toll it takes to work with some prospects. It can be worth saying “no” to a difficult personality even if it means losing business.

Prospects who don’t have a need—or a perceived need. True, a salesperson’s job in any industry is often to convince a prospect that they need what you’re selling. But for some prospects, your insurance is a difficult sell—they need a lot of convincing. It’s always an individual call whether it’s worth it to keep trying to persuade them or move on to those who know exactly what they need and are ready to buy. But in most cases, it’s more rewarding to sell to people who know they need what you’re offering.

It can be easy to believe that you can’t say no to a prospect—even if they aren’t a good fit for your insurance practice. But saying no can actually lead to more prosperity—and free your time for the right potential customers.