Breaking bad news to clients isn't easy. But there are ways Account Managers can soften the blow and still come up smelling like a rose. The first rule: don't delay. The second rule: follow the rest of the steps in this infographic.

1. the account manager's
guide to
breaking
bad news
WWW.AMTIP.CO/BADNEWS
1. DON'T DELAY
Bad news travels fast. Rip the band-aid off and tell your client as
soon as possible. The longer you leave it the worse it'll get.
If it’s unavoidable bad news (e.g. a price hike, product downgrade etc) – you need
to justify what has led to the situation and the options your client has (if any). If
the bad news is a mistake, let your client know what happened and what
solutions you’ve put in place. Beware of too much information. You don't want
to scare them.
5. EXPLAIN YOURSELF
3. COME CLEAN
Better to tell the truth than hide
the facts. No lies, not even little
white ones.
4. PHONE, THEN EMAIL
Deliver bad news over the phone first. You can
say things you'd never commit in writing. Then
follow up with a summary email. You already
shared the details over the phone.
8. FOLLOW UP
Just because your client said they understand the bad news
doesn’t mean they’re fine with it. Keep in touch and keep
track of the solutions to address problems that led to the bad
news to make sure they’re actually working.
2. PREPARE
Do your homework. Understand what happened (or is going to
happen), next steps, how your client will react and how you'll respond.
6. DON'T BLAME THE CLIENT
Even if it's their fault, avoid blaming
the client. Instead focus on the
issue and what you can do to
minimise the impact.
7. LISTEN
LIsten. Let your client get things of
their chest and invite them to take
the time to think about what you've
discussed.