I’m Sorry

One million people tune into a nightly radio program in China: ‘Apologize In Public Tonight.’

A study conducted by the International Insurance Institute, reported in the British press, indicates that 1 in 3 medical malpractice plaintiffs would not have sued their doctors if their doctors had simply apologized.

A survey in 2004, by Consumer Behavior Associates, showed that, at the end of the day, 87% of all adults believe they are owed an apology by at least one person for something that occurred that day, and that over 30% of all regular, repeat customers of a business who switch allegiances do so because they feel they were wronged and not given an apology.

In the book ‘The New Psycho-Cybernetics’, Dr. Maltz and I make the point that “you are not your mistakes”, and that you should not let mistakes you make diminish your self-image, confidence, initiative or determination. However, the savvy businessperson, salesperson or professional does voluntarily, even eagerly take responsibility for his mistakes and, as PR people say, “get out ahead of the problem”, in communicating with customers or clients, individually or en-masse. Denying or hiding from mistakes is a sure way to harm a business. Failing to apologize when appropriate is a sure way to lose customers. Conversely, a well-timed, sincere apology can not only keep a customer, it can turn an ordinary customer into an extraordinary customer and champion.

As a marketing tool, the “thank you note” is, by far, the most effective, but a note of apology runs a close second. In fact, the two best ways to re-activate inactive, unresponsive or lost customers are (a) the letter that starts out “I’M SORRY for not staying in touch more” – and then extends an irresistible “come back” offer; (b) the letter that says “If I’ve done something wrong or to offend you, please call me personally”, then connects to (a).

— Dan Kennedy

Dan Kennedy is an author, consultant and business coach. Additional information at www.FreeDanKennedyNewsletter.com