No B2B salesperson wants to be on the receiving end of customer dissatisfaction. But when commercial transactions go wrong there’s plenty of anger and blame to go around. That’s why knowing how to assume responsibility and when to apologize is an essential sales skill.

Assume Responsibility to Allow Solutions to Emerge

Timing is critical following a screw-​up. Promptly addressing the problem, regardless of its origin demonstrates your commitment to a solution. Assuming responsibility, even when a mistake is not directly your fault, is a crucial skill in professional and personal settings.

Michael Hyatt, founder of FullFocus, is a career and life coach offering steps to recover from major blunders. First and foremost is the capacity to assume responsibility.

Taking ownership of a problem requires the impulse to do the right thing. It’s an act of courage to own a bad situation. What’s more, it’s terribly frightening to be vulnerable and expose yourself to anger or even punishment.

However, reparations and solutions cannot materialize until the damage is assessed, the blame is dispelled, and apologies are made.

Customer Rage is at Record Levels

The 2023 National Customer Rage Survey suggests that people are increasingly hostile about product and service problems. So much so that researchers claim, “customer rage is mutating like a virus.” The Carey School of Business at Arizona State University shares in the tenth edition of the web-​based survey that customer rage is at new levels.

Seventy-​four percent of customers have experienced a product or service problem in the past year. This reflects the highest percentage since the survey began; an increase of 8% since 2020. Overall, problems with small businesses are up and government agency troubles have tripled in the past three years.

Here are some highlights:

• In 2015, the average time wasted on problems was 1 to 2 hours. In 2023, complainants reported 1 to 2 wasted DAYS!
• 32% admitted pressuring/​badgering their sales representative.
• 31% of respondents said the problems elevated their emotional stress.
• 25% of respondents abstain from complaining because they did not believe anything could be done, destroying any sense of loyalty.
• Estimates show future revenue loss of $887 billion, up from $494 billion in 2020.

Countering Customer Rage with Relational Remedies

According to the survey, 36% of respondents wanted their money back, while 27% wanted the product repaired. What they felt LEAST LIKELY to get was an answer in everyday language, stating that a scripted response was unsatisfactory.

Bottom line: When you assume responsibility and extend a sincere apology you begin the healing.

The largest share of respondents (69%), wanted a “relational remedy” described as:

• Explanation of why the problem occurred: 25%
• An apology: 24%
• Assurance that the problem would not be repeated: 23%
• To be treated with dignity: 19%

Therefore, knowing how to apologize includes an explanation plus added assurance. Additionally, treat the customer with dignity and allow them to express their feelings or tell their side of the story.

How to Win Even After You Lose

When you assume responsibility, you are partially there. Tim Riesterer, CSO at Corporate Visions, penned an article for Harvard Business Review. Contained within are strategies to repair the damage done and how to even come out ahead in the mind of the customer.

Riesterer cites a phenomenon known as the service recovery paradox. Essentially, a company can turn a negative experience into a positive one when handled effectively. A customer experiencing a failure may feel more satisfied and loyal due to the expert handling of the problem.

By correcting a problem with an equal or greater magnitude, customers can often be more loyal to your business. It begins when you promptly assume responsibility and craft an apology message designed to restore value.

Photo by Vera Arsic on Pexels​.com