I don’t suppose your company has ever had to deliver bad news to the sales team. You know, missed sales goals, layoffs, no bonuses, the company has been sold, the sales team is being disbanded, etc. Is there a good way to deliver this news or do you just use your one-delivery style, regardless of the message? Are you a one-string banjo player? Well, that would be wrong.
So what do you do?
First, let’s think about how you physically deliver the news. Do you stand on a stage like Gen. Patton and bark words? That’s probably not the best method to use when giving bad news. Or, do you adjust your tone of voice, ease your body language, and take an empathic attitude? You should speak in terms of “we,” “teamwork” and “confidence in their work.” This is probably a better means to pass on your message.
OK, you’ve delivered the message. What do you do now? One option is to go lock yourself in your office until everyone leaves and don’t answer your phone. I would say that’s not a good long-term option. Or, you might try getting everyone to talk and get his or her thoughts/feelings out. Be a facilitator of the discussion. Give them a chance to vent constructively.
By constructively, I mean keep the conversation focused on true problems and not throwing blame around. It could get nasty very fast and the true issues may never get addressed. Stop the finger pointing and start to figure out a plan to solve the problem(s).
Finally, if you haven’t been lynched or tarred and feathered, shift the discussion to the next steps. Help them to see a way out of the problem. Let them share your vision, and let them begin to embrace the solutions. Your team needs to know how to get themselves out of this jam. As the leader, you need to instill in them confidence that you can move them forward.
Dave Harman is an associate with Sandler Training. He has over 30 years’ experience in sales and sales management with Fortune 500 companies as well as small, family-owned organizations. He has held positions from sales to senior management with companies such as Conoco/Vista, Amresco and Ohio Awning, and owns his own business. He earned his MBA with a concentration in Marketing from Miami University, Oxford, Ohio. You can reach him at [email protected] or (888) 448-2030.
