Building a “Bank of Goodwill”
Before mistakes happen, building a bank of goodwill with clients lays the foundation for forgiveness and understanding when issues arise. As Paul explains, goodwill is like a safety net: if clients see you as a partner who genuinely cares about their success, they’re more likely to forgive occasional errors. Consistently demonstrating dedication to your clients’ best interests is key.
Four Golden Rules for Handling Mistakes
Paul outlines four essential steps for effectively managing mistakes. Following these steps helps to ensure that you not only resolve the issue but also strengthen the client relationship.
1. Understand the Size and Nature of the Problem
When a mistake occurs, it’s essential to evaluate it from the client’s perspective, not just from a technical standpoint. This means:
- Identify the Issue’s Impact – Assess how the error affects the client emotionally and financially.
- Put Yourself in Their Shoes – Even small issues, like a payroll mishap, can feel significant to the client if it impacts them directly.
Paul shares an example: while a minor payroll error may seem trivial from an accountant’s view, it can be a big deal to the client. Understanding the emotional weight of the mistake helps you respond appropriately.
2. Choose the Right Apology Method
The method of apology matters. A text or email might be suitable for minor issues, but for more serious problems, a face-to-face or video apology shows sincerity. The level of effort in delivering the apology reflects the importance you place on the relationship.
- In-Person or Video Call – For larger clients or significant issues, a physical or virtual face-to-face apology is ideal.
- Timing Matters – Paul suggests avoiding apologies on Fridays, as this timing can leave clients stewing over the weekend. Instead, approach them at the beginning of the week to allow for a smoother resolution.
3. Deliver a Deep, Sincere Apology
A genuine apology acknowledges the impact of the mistake. Avoid downplaying the issue or making excuses; instead, express genuine contrition and allow the client to voice their frustrations if needed.
Paul recalls an instance where he offered a heartfelt, even humorous, apology by “kneeling” before his client, inviting them to express their anger openly. This approach disarmed the client, allowing them to feel heard and respected, ultimately leading to a stronger relationship.
4. Timing is Everything
Consider when to address the issue. Avoid rushing to apologize just to ease your own stress—timing should be based on the client’s needs, not just your own. Mondays are often ideal, as clients are more receptive to constructive discussions.
Avoiding the Common Pitfalls of Apology
Paul warns against minimizing the mistake or shifting blame. Trying to rationalize the error from a technical perspective can make clients feel dismissed, leading to more frustration. Instead, focus on listening and empathizing, reinforcing that you’re invested in their experience and satisfaction.
Internal Impact: Managing Team Reactions
After handling a client issue, be mindful of how it impacts your team. Avoid projecting your own stress onto them. Instead, discuss the situation openly and constructively, ensuring the team learns from the mistake without unnecessary pressure.
