“Sorry. I Don’t Know.”

"Sorry. I don't Know." - Words by a clueless employee. Photo Courtesy of geardiary.com.
"Sorry.  I don't Know." - Words by a clueless employee.  Photo Courtesy of geardiary.com.
“Sorry. I don’t Know.” – Words by a clueless employee. Photo Courtesy of geardiary.com.


As a marketing professional it is quite surprising to call a business and the employee not be able to answer a basic answer to a common item sold.  Worse yet, being inside of a restaurant or store and have a manager tell you, “Sorry.  I don’t know.”

For all of the awesome marketing you as a business owner can be completing to get people inside the store or interested in your service, with one, “Sorry sir/ma’am.  I don’t know”, you could lose out on a sale or repeat business.  And in seconds, your initial efforts and investment is down the drain.

Yes, you should be concerned with how your product is circulating on the internet and in social media websites, if your packaging and advertisements are up-to-par, but the basics of marketing should never be forgotten.

Leads are costly and not educating your employees on your menus, store products or services, could be a huge and less obvious killer to your advertising efforts.

When you derive and implement anything new to your existing lines or even add a new employee, training is key and should not be overlooked.  An educated employee can make the difference between bringing in a sale or watching one walk away.

We want to hear from you.  What training efforts do you have in place to prevent good leads from leaving your business?


Above Promotions is a full service publicity, marketing and promotions company, founded with the purpose to serve an array of clients that are looking to expand their presence in the marketplace.  From a local to international market, Above Promotions Company can provide the exposure that goes above your expectations.  Visit www.abovepromotions.com today.



4 thoughts on ““Sorry. I Don’t Know.”

  1. I was always taught that a customer would rather hear, “I am sorry, I don’t know the answer to that question, but I will find the answer” then to be told a lie. Then when you have the answer call the customer back or email them or just have them wait.

  2. An employee should never lie to a customer, but for non-pricing and non-negotiated requests, the worker or manager, should be able to answer the question.

    The issue for employees not being able to answer a question which is basic, would still be whether or not the employee was educated enough on the business or product at hand. General, non-pricing or non-negotiation questions, should be able to be answered upon request.

    For instance, if I call a store to ask if they sell a certain brand of candy by the pound and none of the employees can answer the question, there may be a problem. If you go to a restaurant and ask the waiter, what is the soup for the day, and they do not know, there may be a problem. If you call a business and ask if they design large widgets, the employee should be able to answer it.

    Since we are in a microwave society, answers are expected immediately to basic items. Companies like Home Depot, Apple and T-Mobile understand this regarding their customers. Most product questions can be answered without going to ask anyone or if in the least they will not have to delay the answer as it is probably within grasp.

  3. Yet another wonderful and timely article! Oddly enough, this has been my experience in the last year over the worst of economic times. It seems crazy that people don’t invest in their business by investing in trained, knowledgeable employees.

    Sometimes it is just the nature of a question but the answer should not be “I don’t know”. It should be “Good question! I want to be sure of the answer so let me get back to you…or hold on just a minute while I check…or let me get someone who is better equipped to answer that for you”.

    My efforts are always to make sure that everyone feels they are important no matter how small the question. It is also very important to get back to someone if you have to verify or get questions answered. Customer Service is the twin to Sales. You can’t have one without the other.

    always enjoy your articles!

    Brenda Ellison-MyInfoSnap

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