Managing with a Conscience Second Edition

Sales tip #24. Sorry

Never be ashamed to admit fault. Poor service is all too commonplace, but that does not make it acceptable. Customers deserve an apology every time they receive less than adequate service. For example, an airline captain who apologizes for a delay and adds, “Sorry we are late in arriving, but our policy is safety first,” soothes the ire of a late passenger. When was the last time a dentist apologized for keeping you waiting? Or the maitre d’ of a restaurant apologized because your table wasn’t ready and offered you a complimentary glass of wine? Don’t be afraid to admit mistakes. Sometimes “I’m sorry” or adding a simple “Thank-you” goes a long way. No one is perfect and your customers appreciate someone who is straightforward and sensitive to their needs.

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Frank Sonnenberg, a marketing strategist, has written four books and published over 300 articles. This article was adapted from Frank Sonnenberg’s new book, Managing with a Conscience: How to Improve Performance Through Integrity, Trust, and Commitment (2nd edition). The book was named one of the top 10 Small Business Books of 2012 • Trust Across America named Sonnenberg one of the Top 100 Thought Leaders of 2011 and 2012 • Sonnenberg was nominated one of America's Most Influential Small Business Experts of 2012 • In 2011, Social Media Marketing Magazine (SMM) selected Sonnenberg as one of the top marketing authors in the world on Twitter. www.franksonnenbergonline.com © 2012 Frank Sonnenberg. All rights reserved.

By Frank Sonnenberg on Tuesday, August 14, 2012