Rejecting a contractor

Hey tradesmen/women – what’s your favorite way to get turned down for a job? After soliciting a number of estimates, I have to tell someone they’re not going to get the job. And I’ve never been good at that part, especially when I feel someone has been particularly responsive, answering questions, and I genuinely feel bad that I can’t give them the business. In some cases, it’s not so simple as who had the best price or who offered the best solution, but some people you just feel are “right” for the job. So how do you professionally and gracefully turn down the other bidder? Would love to hear from a contractor’s perspective.