How “I’m Sorry” is Losing You Sales

Language is important.

I’m always talking about positive and negative associations, and encouraging my attendees in training to become more thoughtful and purposeful about the language they use on a day to day basis. Unfortunately, it’s easy for certain words and phrases to become habitual, to the point where we don’t even realise we’re using them. This means a regular review of our selling style and rhetoric is beneficial for even the most veteran salespeople (sometimes especially the most veteran salespeople).

Everyone sells differently, so of course I am not asserting that we should all be sticking to a specific cookie cutter mould of words and phrases in our interactions. That would not only be ineffective, but also probably pretty inauthentic. I am, however, advocating for a more thoughtful and conscious use of language, so that the words you say send the message that you mean as effectively as possible.

There’s one big phrase we’re going to focus on today. And that is:

“I’m sorry.”

It’s actually said with good intentions most of the time — where the salesperson is trying to make the client feel more comfortable, to relate with them and maintain rapport. Maybe they’re trying to show empathy and compassion around the concern or request of the client.

However.

The message of ‘I’m sorry’ is often akin to an admission of fault, a feeling of sadness or disappointment, a feeling of guilt or regret…