01/ 06/ 2004
by Vicki Gerson
Whether you are the owner of a company or the sales manager, sometimes you are charged with the responsibility to deliver bad news to your employees. The bad news may vary, but it usually falls into these categories:
- Downsizing
- Poor economic performance
- Losing a client
- Disappointing a client
- Budget problems
Don't wait. Once you know you need to share the bad news, don't put it off. Call a meeting within 24 to 48 hours in order to avoid misinformation from spreading throughout the company.
Organize your speech. Just as you would with any speech you'd present to your employees or a client, make sure your presentation has an introduction, a main section and a conclusion or summary. Be sure to include key points in each of these three sections.
Don't sugar-coat your presentation. This is not the time to crack a joke or tell a funny story. Be as direct as possible. It is also important to be concise and not drag out the information in an hour-long speech. Most likely there have been whispers that something is wrong. Although the gossip may be wrong, employees sense that something isn't right.
Don't be aloof. It is important to empathize with your audience. If you have lost a major contract, acknowledge that what you have to say may be difficult to hear. Share your feelings at this time because it is a great way to show your employees that you care about them.
Allow for questions. Once you deliver the bad news and completely cover the topic, allow time for questions. Answer them as completely as you can. Most likely these questions will cover how the bad news will affect the employees. This is also the time to put the bad news in perspective. Therefore deliver any good news that you can.
If you and your staff have announcements of new initiatives or goals, share them with your employees at this time. However, it's important they hear what you have to say because they may be very focused on the bad news.
Make sure your employees understand your message. It is important that you deliver your message slowly and clearly. That doesn't mean you should draw out your words, but speak so that people can understand what you are saying. If you think it will help, use any visuals or printed handouts necessary to clarify your message.
