If you’re in a client-facing role, at some point, you will need to deliver bad news.
It doesn’t matter if you’re an accountant, a solicitor, a consultant, a customer service rep, or something else. Poor results, missed targets, mistakes, errors – these things can, and will, happen.
On our communication skills course, I teach delegates how to have difficult conversations and deliver bad news. It’s tough – more than 1 in 2 people would do almost anything to avoid these scenarios – but here’s the good news: you can get better at it.
Delivering bad news is, fundamentally, a skill. Like any skill, you can practice and improve. You can become more comfortable and confident in these situations. And that can have a dramatic impact on not only your career, but also your mental wellbeing.
How to deliver bad news to a client: A 9-step process
The weird and wonderful thing about bad news is that, when delivered correctly, it can actually create a stronger connection between you and your client. Here’s a step-by-step outline of how I recommend approaching it (we’ll cover each in more detail below; this is just a summary):
- Prepare thoroughly
- Don’t delay
- Choose the right setting
- Be clear and direct
- Take responsibility
- Show empathy
- Present a solution
- Invite questions
- Follow up in writing
- Reflect and improve
Prepare thoroughly
Never go in blind. Before speaking to a client, make sure you understand exactly what’s happened, why it happened, and what it means for them. I also recommend thinking about the questions they’re likely to ask – and what answers you can give with confidence.
Example: You’re about to tell a client the development of their new website is falling behind schedule. Before the call, you should note down the project timeline, identify the cause of delay, and either 1) map out how the team can recover time elsewhere, or 2) determine if it will push the launch of the website back (and if so, how far).
Don’t delay
One of the worst things you can do is sit on bad news. It builds tension, and clients will sense something is up.
Example: You spot an error in a financial report you sent earlier that morning. Fixing it will require performing a new analysis and a series of calculations, which might take some time. Rather than waiting to finalise a corrected version, you call the client immediately to let them know what’s happened and that you’re working on a fix.
Choose the right setting
Whatever you do, don’t deliver bad news over email. I’ve seen it a thousand times. It’s a cop-out that people choose when they want to avoid confrontation and awkward conversations.
Always (and I mean always) deliver bad news either in person or over the phone (or video call!). These channels allow for a two-way conversation and help convey tone and empathy – things that can get lost in email.
Example: You need to tell a long-term client that your hourly rates are increasing. Instead of sending an email, you schedule a video call so you can explain the reasons clearly and gauge their reaction in real time.
Be clear and direct
This one is simple. Don’t sugarcoat things. Get to the point quickly, calmly and respectfully.
Example: Instead of saying, “We’ve hit a bit of a bump”, you say, “Unfortunately, the sales campaign is off-target”. This way, everyone is clear what’s happened and how it impacts things.
Take responsibility
If it’s your fault, own it. Even if the issue wasn’t directly your fault, maybe it was one of your team. Regardless, own it. Clients aren’t looking for excuses – they’re looking for accountability.
Taking responsibility shows integrity and professionalism, and that can go a long way.
Example: A junior team member sent out incorrect data to a client. On your call, you say, “This was our mistake. I take full responsibility, we’ll get it fixed, and I apologise for the confusion it caused”.
Show empathy
This is the bit that too many people skip. You don’t need to over-apologise, but you should show that you understand their frustration or disappointment.
Example: “I know this setback puts pressure on your internal deadlines. I’m genuinely sorry – I get how frustrating this must be”. You’re showing you care about how it affects them.
Present a solution
This is possibly the most important part of delivering bad news. You should always deliver bad news with an action plan for resolving the issue or avoiding it from happening again in the future.
Example: If you’re behind on a project, create and present a plan for recuperating that time and getting back on track.
Invite questions
Give the client space to respond. Listen actively, answer honestly, and let them express how they feel. Often, just being heard can diffuse tension.
Follow up in writing
After the conversation, send a brief written summary of what was discussed, including any next steps. This helps avoid misunderstandings and keeps everyone aligned.
Ready to get better at difficult conversations?
Whether you’re new to client communication or leading a team, being able to handle tough conversations with clarity and confidence is a game-changer. These situations may be uncomfortable, but they don’t have to be career-defining disasters.
With the right tools and a little practice, you can turn even the most challenging moment into an opportunity to build trust.
If you’d like support in developing these skills for yourself or your team, I’d love to help. Get in touch to learn more about our training courses.
