Communication is tough at the best of times and even tougher when it is challenging news
on a departmental or company level. Most sales leaders do not communicate challenging
news well. Learning to improve their communication tactics will help them face less
resistance and facilitate a smooth transition when changes are to be made.
Communicating Challenging News
Sales Leadership in Action Group
As sales leaders adopt an open communication policy they will be better able to
communicate challenging news, and dispel any negative murmurings early on
amongst the sales staff. This will increase employee morale, and lead to a more
Bottom Line & Business Impact:
© 2010 SLiA Group Inc., sliagroup.com
Lay of the LandThe Impact of Poor Communication
Poor communication creates risk. Even a program or strategy designed to strengthen the
company or department can have adverse effects if not communicated well. This impacts
the perception of management, and can adversely affect the morale and performance of the
sales team. Sales leaders must understand and utilize effective communication when
presenting challenging news.
• The Process of Communication
• Methods to Communicate Effectively and Mitigate Risk
The Process of Communication
Communication is not what is said and how it is said, but what is heard and internalized.
Communicating news such as downsizing, outsourcing, and mergers and acquisitions are
challenging enough for experienced managers, let alone for new sales leaders. Issues such
as potential disruptions, decreased results, and resignation can all result from poor
Methods to Communicate Effectively and Mitigate Risk
1. Assume that the confidential information will get out.
• “Hot” news rarely stays confidential for long. There is a greater negative impact when
only part of the news gets out as opposed to when the entire story is shared.
2. Inform as soon as possible.
• Share information as soon as possible in front of the entir