8 
“Sorry” Shouldn’t Be the Hardest Word
Apology Science and the Expansion Sale
Whether you’re in a Why Stay, a Why Pay More, or a Why Evolve conversation, you now know the importance of documenting results. When you’re able to point to specific performance gains that are directly related to the customers’ original goals, you reinforce their Status Quo Bias and capitalize on your Incumbent Advantage.
But what if the relationship hasn’t been so perfect? And what if you’re the one who screwed things up?
If you’ve been in business for any length ...
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