Do you choke on the word “sorry?” You shouldn’t and here’s why. It isn’t a sign of weakness to say sorry, but you have to say it and really mean it. The word comes out of people’s mouths so insincerely these says that it diminishes in meaning.
Making mistakes is one thing, but if you don’t acknowledge and apologize, it will come back to haunt you. This may sound a little harsh, and I am sure some businesses operate on the “buyer beware” premise but really, you have to be able to sleep at night and your integrity will carry you far.
How you deal with an issue or problem has a greater effect than the problem itself. Think about customer satisfaction when you have to return something to the store. Would you feel better or worse if the sales staff blew off your concerns? I think I know the answer and I bet you do too. Think about that when you are dealing with clients. If they are concerned, it is a concern. Sorry shouldn’t be the hardest word; it should be start of the dialogue to fix the problem.