Apologies and Selling.......

Seen on a billboard in front of a plumbing store:

AN APOLOGY IS THE SUPER GLUE OF LIFE. IT CAN REPAIR JUST ABOUT ANYTHING.

Famous phrase for sales professionals 'round the world:

It is easier to apologize than ask for permission. (author unknown)

Also:

An apology is a good way to get the last word.

The topic of the apology can be a heated one in the world of professional selling. Many people will say that offering an apology shows weakness - particularly those of the male persuasion have told me this over the years. I don't agree though! I've used the words, "I'm sorry...." many times in many ways over the years in working with people and generally have great luck. For example, a prospective client or current client shows up, without prior warning or appointment. I would smile, and ask: "I'm sorry, John.... did we have an appointment this morning?" Or, a customer has a misunderstanding with something you said or your company did. It does not hurt you for one moment to apologize for a mix-up, even if you didn't cause it or are even at 1/2 fault. I'm not saying that the customer is always right - because they are not. But by cutting some slack, and showing that you feel bad about something negative that happens to your customer does not show weakness. It shows empathy, care, and concern. This is why people do business with you. Don't listen to those old school sales managers who tell you to tough it out, even to lie to the client. Be honest - and if you may even remotely be at fault for something that happened - simply say you're sorry and move on.