Remember the popular television show Happy Days? It starred Ron Howard as Richie Cunningham and Henry Winkler as his pal Fonzie. Set in the 1950’s, Richie was the all-American kid and Fonzie was the cool, tough teenager, always-wanting-to-impress the girls. One of my favorite episodes was when Fonzie had to admit he was wrong and apologize. He just couldn’t do it.

Thinking it would show weakness and the antithesis of cool, the words got stuck in his throat. “I ap…, I apol…, I apolo…, I apologi…,” he choked. Finally in the end, he spit out “I apologize!” And he discovered it didn’t even hurt. Unfortunately, I know people in business who must also think apologies show weakness and will hurt.

Knowing when and how to apologize can be difficult. On the flip side of never saying you’re sorry are people who seem to apologize for everything – the weather, the economy, and even someone else’s poor health. Over-apologizing can be just as irritating to people as never apologizing.

National Public Radio’s show Marketplace recently broadcast a segment reported by Tess Vigeland about the power of apologizing in business. From a legal liability standpoint, law firms have historically advised clients not to apologize to distressed or hurt customers fearing it would be an admission of guilt that could cost their client legal clout and money. Ms. Vigeland reported on one Florida law firm that bucks tradition and advises clients to apologize.

One of their clients is Toro, the lawnmower people, who manufactures a product that can cause bodily injury either due to product design or misuse by the owner. Either way, Toro can be held liable for the injury. Toro discovered that when apologies are offered, regardless of who’s at fault, their company saves money and reputation. People want an apology when something has gone wrong or someone’s been hurt physically or emotionally.

Toro’s claim statistics support this. Their apology strategy began in 1991. Prior to that time, the average settlement amount to an injured person was $115,000. After 1991, the same kinds of claims were settled for about $35,000 a claim. Over the next ten years Toro saved $80 million dollars. Other major companies that follow this practice include Hertz, Dupont, and Johnson and Johnson.

Most of us aren’t in high-hazard businesses like machinery manufacturing, car rentals, chemicals, or pharmaceuticals where lawsuits follow perceived wrongdoing. But when our customers think they’ve been wronged and no apology or restitution is offered, over time word-of-mouth can ruin the business.

We can learn from Toro. Apologies are not an admission of wrongdoing. A simple “I’m sorry that’s happened. What can we do to make it right?” can go a long way to restore faith and keep a customer. In the long run, you gain a lot. Customers who are taken care of come back and send their friends and relatives your way, too. And like Fonzie, you’ll find “I apologize” doesn’t even hurt.

About the author:
Emily Huling helps businesses achieve sales success. She is the author of Kick Your ‘But’ : 18 Steps to Removing the Obstacles to Sales Success. For information on her products and services call 888-309-8802 or visit www.sellingstrategies.com.

Copyright 2002 by Emily Huling. Used with permission.