How to Deliver Bad News in Sales

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Good Morning. We’ve got some bad news for remote sellers who’ve turned Starbucks into their personal WeWork… Starbucks announced they’ll be requiring a purchase to use their bathrooms. On the bright side, you can now tell your manager those $7 lattes are a necessary business expense. And $7 for an office is still a great deal. 😁 

• How to deliver bad news ✍️ 

• Cold email setup 🛠️ 

• Make your cold emails more specific 🔍️ 

• Don’t be too helpful 🗣️ 

• Sales jobs & a meme 😂

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How To Deliver Bad News in Sales

No one likes being the bearer of bad news.

And a lot of people try to avoid it...

But no matter how hard you try, at some point in your career, you’ll have to deliver bad news.

Whether it's telling a client their project is delayed, informing a prospect about a price increase, or having to let an employee go – it's never fun.

But here's the thing: HOW you deliver bad news can be the difference between keeping or losing a relationship forever.

So today, we're breaking down the psychology behind delivering bad news (and how to do it right). 👇️ 

1. Set Expectations Early (Really Early)

The best way to handle bad news? Get ahead of it.

Think of it like a first date. You wouldn't wait until the wedding day to mention you have 17 cats and live with your parents.

Same goes for business.

Be upfront about: 

• Common delays or roadblocks.

• Price increase possibilities.

• Things that could go wrong

Example: "While we typically deliver in 2 weeks, supply chain issues could push us to 3-4 weeks. I'll keep you updated weekly on our progress."

2. The 1-Second Rule

Former FBI negotiator Chris Voss has a rule: Deliver the bad news exactly 1 second after you say you have bad news.

❌ : Hey Sarah, hope you're having a great day! How was your weekend? Beautiful weather we're having... oh by the way, your project is delayed by 2 months.’

✅ : Sarah, I need to share some news about the project timeline that you won't be happy about. We're looking at a 2-month delay due to supply chain issues.’

Imagine walking into a meeting where you know you’re about to be fired… The last thing you’d want your boss to say is how are you, or how was your weekend? It’s inauthentic and does more damage than good.

Rip the bandaid off as soon as you can.

3. Full Transparency (No Sugar Coating)

Sugar coating bad news is like putting sprinkles on a burnt cake. It's still burnt.

When you have bad news, you need to share it in it’s entirety.

Give them:

• The full story

• Clear reasons why

• Next steps or solutions

• Timeline for resolution

4. Show Real Empathy (Not Just "Sorry") 

Even if it's not your fault, showing empathy is crucial.

Instead of: "Sorry about that!"

Try: "I understand this puts you in a difficult position. Here's what we're doing to fix it..."

Bad news doesn't destroy relationships. How you handle it does.

Some of the strongest business relationships are built on how well you handle tough situations, not just the good times.

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