“I’m sorry.” How many times a day do you hear that? You brush by someone, a car door slams next to you, the wind blows a piece of paper across your path. It’s crazy sometimes, how apologetic we have become. Most of the time, it’s trivial, not worth considering. Other times, as posited by this author, it can be the kiss of death.

An email that starts with an apology creates the immediate impression that something is wrong. Especially when it’s to a prospect. It can be a turnoff, leaving the sender wondering why they haven’t heard back or got blown off.

There are some great tips hear on alternatives that keep the conversation going. Save the apology for when you really need it.