Skip to main content

Apologies with No Ifs, Ands, or Buts Ring Truest

sales leadership best practices

lrichardson2 October 2012Blog

Share on LinkedInShare on TwitterShare on Facebook

Tim Cook’s apology for the failure of its Maps software was nearly perfect.  It is hard for any leader to acknowledge a mistake, especially for a company such as Apple that has set the highest expectations among its camp of followers.  We all slip up, and apologies don’t always come easy.

Example of a Strong Letter of Apology

I think Tim Cook’s letter, baring one problem, got it right:

Personalised salutation:  “To our customers” was personal and warm.

Started with a strength:  “… we strive to make world-class products …”

Expressed clear and immediate apology: “We are extremely sorry for the frustration this has caused …”

Remedy at work:  Made it clear that correcting the problem is a priority

Recognised the involvement of customers:  “… appreciate feedback …”

Offered solution, even if temporary:  “download maps apps from Apple store” and even recommended its fierce rival Google as well as Nokia.

Unfortunately, but perhaps understandably, defenciveness, subtle but repeatedly there, detracted from the apology.  I love my iPhone, but to a non-expert reading the apology, I wanted to know if the product actually should have been launched.  Had I been one of the many customers sent on a wild goose chase, I’d really want an answer to that.

Would it have been better if Tim Cook said nothing?  I don’t think so.  It showed strength and reinforced the brand.

What do you think?

Share on LinkedInShare on TwitterShare on Facebook
regaining trust immovable object

eBook: Regaining Trust: Moving the Immovable Object

Download

Resources You Might Be Interested In

agile selling skills

Brief: How Agile Sales Professionals Use Sprints to Target, Message, and Engage Prospects

Download this brief to learn how Sprint Prospecting™ enables agility that quickly gets to the core of the customer’s needs.

Brief

evidence-based solution selling training for healthcare

Brief: Engaging Healthcare Professionals with Agile Messaging

Discover three ways sellers can deliver meaningful messaging to HCPs to gain access while staying in compliance.

Brief

richardson sales performance and training company

White Paper: Accessing Growth with Sprint Prospecting

Download the White Paper, Accessing Growth with Sprint Prospecting, we offer a new set of skills designed to earn the customer’s attention.

White Paper

Solutions You Might Be Interested In