Delivering bad news is never easy. Most of us try to avoid it, but whether you’re notifying a client about project delays, informing a prospect about a price increase, or even handling internal challenges, it’s an inevitable part of any sales career.
The way you handle tough conversations can be the defining factor in whether you maintain or lose trust, respect, and business relationships. Here’s how to deliver bad news effectively while preserving — or even strengthening — your professional connections.
1. Set Expectations Early
The best way to handle bad news? Avoid surprising anyone.
From the beginning, be transparent about potential challenges that might arise. Think of it like setting the groundwork for a relationship — you wouldn’t wait until your wedding day to reveal important quirks about yourself!
In sales, that means being upfront about:
- Possible delays or setbacks.
- Price fluctuation risks.
- Things that could go wrong.
Example:
“While we usually deliver within two weeks, occasional supply chain issues could extend it to three or four weeks. I’ll provide regular updates so you’re always informed.”
Setting realistic expectations early shows foresight, builds trust, and makes bad news easier to absorb if it happens.
2. Follow the “1-Second Rule”
According to Chris Voss, a former FBI negotiator, you should deliver bad news within one second of saying you have it.
Here’s why: Leading with small talk or delaying the message feels inauthentic and damages credibility. Rip the bandaid off — it’s what your client would prefer.
What Not to Say:
“Hey Sarah, hope you’re having a great day! Beautiful weather, isn’t it? Oh, by the way, your project is delayed two months.”
What to Say Instead:
“Sarah, I need to share some difficult news about the project timeline. Due to supply chain issues, we’re looking at a two-month delay.”
Being direct shows respect and professionalism, and it paves the way for solutions-oriented conversations.
3. Be Transparent — No Sugarcoating
No one wants bad news wrapped in false positivity. Sugarcoating creates confusion and diminishes trust. Instead, focus on full transparency:
- Share the complete context behind the issue.
- Clearly explain why it happened.
- Provide actionable steps to address the problem.
- Lay out a clear timeline for resolution.
Example:
“Due to unforeseen supply chain disruptions, your order will be delayed by three weeks. We’ve already reached out to our suppliers and will expedite shipping as soon as possible. I’ll send weekly updates until it’s resolved.”
Clients value honesty — and by being upfront, you’ll demonstrate accountability and reliability.
4. Show Genuine Empathy
Empathy goes a long way, especially in tough situations. While a quick “Sorry about that!” might feel sufficient, it often comes across as dismissive.
Instead, acknowledge the inconvenience or frustration your client might feel and offer reassurance.
Instead of:
“Sorry, it’s out of our hands.”
Try:
“I understand this situation is challenging for you. Here’s what we’re doing to make things right and minimize any impact on your business.”
When you show that you genuinely care, you create opportunities to strengthen relationships rather than jeopardize them.
5. Offer a Solution, Not Just an Apology
Bad news without a solution leaves clients feeling frustrated and powerless. Whenever you deliver tough news, accompany it with actionable next steps or potential resolutions.
Example:
“I understand this delay affects your timeline. To make up for it, we’re expediting the next shipment at no additional cost, and I’ll personally ensure you have real-time updates moving forward.”
Offering solutions demonstrates your commitment to resolving the issue and helps rebuild trust.
6. Follow Up and Follow Through
Delivering bad news is only the first step — what you do afterward is just as important. Following up with updates, even when the situation hasn’t changed, shows that you’re proactive and reliable.
Example:
“I wanted to give you a quick update on the delay. We’re still working closely with our suppliers and expect the shipment to be ready by next Wednesday. I’ll continue keeping you in the loop.”
Consistent communication reassures clients that they’re not forgotten and builds confidence in your ability to manage challenges effectively.
7. Learn From the Experience
Every tough situation is an opportunity to improve. After resolving the issue, take time to reflect on what went wrong and how it could be prevented in the future.
Ask Yourself:
- Could I have set better expectations early on?
- Was my communication clear and timely?
- What steps can I take to prevent similar issues from happening again?
By learning from each experience, you’ll continually refine your approach and become a more effective communicator.
Why Delivering Bad News Matters
Bad news doesn’t have to break relationships. In fact, some of the strongest professional bonds are forged in how you navigate difficult situations together.
By being proactive, direct, transparent, and empathetic, you can turn a challenging moment into an opportunity to demonstrate your professionalism and commitment.
When handled correctly, bad news can actually strengthen relationships, paving the way for long-term trust and collaboration.