Stop Apologising for Doing Your Job
Last week, while working with the sales team of a medical equipment company, I observed a subtle but consequential habit.
Their primary customers are healthcare professionals—nurses, doctors, administrative staff. These are individuals operating under pressure. Their time is scarce. Their decisions can carry life-or-death consequences.
What was surprising was how many sales professionals began their product stories like this:
“I’m so sorry to take your time.”
“I know you’re very busy, I’m sorry.”
At first glance, this sounds polite. Empathetic, even.
Acknowledgement vs. Apology
Recognising that someone is busy is empathy.
Apologising for their busyness is misplaced responsibility.
When you say, “I’m sorry you’re busy,” you subtly position yourself as an intruder,someone who is interrupting something more important. You unintentionally communicate:
- My time is less valuable than yours.
- What I’m about to say may not deserve your attention.
- I am imposing.
In storytelling, especially in professional selling, this framing weakens your authority before you have even begun.
The Real Issue: Perceived Hierarchy
When I explored why the team defaulted to apology, a pattern emerged.
Many of them unconsciously perceived themselves as “lower” in the professional hierarchy. Doctors and nurses were viewed as more important. More critical. More legitimate.
This is where the problem begins.
Being a service provider does not make you subordinate.
You are a professional operating within your domain of expertise. If your product improves efficiency, safety, compliance, or outcomes, then your presence is not a disruption, it is part of the value chain of healthcare delivery.
Mutual respect requires internal belief first.
How to Open Stronger
Instead of apologising, try this:
- “I know you’re managing a full schedule, so I’ll keep this focused and relevant.”
- “I appreciate the time today. I’ll show you exactly how this supports your workflow.”
Stay Storied !
If you would like to go deeper into organisational storytelling, you can explore my book Strategic Storytelling : Why Some Stories Drive Your Success at Work and Other's Don't. In it, I share over a decade of organisational storytelling practice, lessons, and real-world applications that show why some stories drive success at work , and others don’t.
