Sincere apologies work

A few weeks ago, a couple of friends and I made plans to get away and spend the new year’s eve together. We searched for a location, booked a small country house, and made a list with everything we need to buy.

Almost everybody in the group drinks wine. White or Rose. Dry. Some of us prefer a specific brand, and with Black Friday being around, we found a great deal and ordered a few bottles.

A week passed and no courier called to deliver the goods, but then again, it was Black Friday season, so long delivery waits were to be expected.

The second week or so, I received an email saying it could take up to 4 additional weeks to deliver the order. They also stressed they’re really sorry for the inconvenience, assured me these delays only happen during Black Friday period, and that they will completely understand if I were to cancel the order.

Their honesty impressed me. Most stores would keep quiet and look away. I thanked them and said it’s OK as long as the order gets delivered until the 21st of December, leaving me enough time to shop around for alternatives.

I used to read about how saying sorry and saying it right can do you more good than any marketing trick, but I never got to experience it on my own skin. It fucking works. I like them better now.

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