Inevitably, at some time or another, you are going to have to say that you are sorry. It doesn’t matter what the circumstances are, saying your sorry is simple (which is not the same thing as easy).
Start by saying: “I am sorry.”
Then say: “I understand how what I did hurt you.” Or: “I understand how what I did caused you __________ .”
Then: “To fix this, I am going to _______________.”
Then: “To make sure this doesn’t happen again, I am going to _____________ and _____________.”
Finally: “Your relationship means a lot to me, and I want you to know that I am sorry and I do intend to make this right.”
Your customers and prospects don’t expect you or your company to be perfect. If you sell B2B, your clients are dealing with challenges of their own. Because they are not perfect themselves, most of your customers will forgive you if you follow the formula:
Say you are sorry.
Acknowledge how what you did hurt them.
Tell them what you intend to do to fix it.
Then tell them how you will prevent it from happening again in the future.