Don’t Shoot the Messenger: How to Share Bad News with Clients

Hi

Ever stared at your inbox, dreading an email you had to send? Maybe it's a price increase, a missed deadline, or a service issue. We’ve all been there. Delivering bad news is one of the hardest parts of key account management—but it's also a defining moment in client relationships. Do they walk away frustrated, or do they trust you more because of how you handled it?

This week, we’re diving into how to break bad news with confidence, empathy, and professionalism. And yes—it’s possible to turn tough conversations into opportunities to strengthen trust.

Let’s get into it. 👇

🎯 Skill Builder: How to Deliver Bad News the Right Way

Delivering bad news to client is never fun—but it doesn’t have to be painful. Here’s a simple five-step framework to keep in your back pocket for the next time you need to deliver bad news:

1. Prepare Beforehand

• Gather all the facts—what happened, why, and how it impacts your client.

• Think from their perspective: What are they likely to feel? What questions will they ask?

• Jot down your key points and rehearse (especially for high-stakes situations).

2. Be Honest & Direct

• No sugar-coating—clients respect honesty more than a vague or delayed response.

• Start with empathy, clearly state the issue, and provide a brief explanation (no excuses).

• Example: "I wanted to update you about a delay in your order. Due to supply chain issues, we’re running two weeks behind schedule. I know this is frustrating, and I take full responsibility for keeping you updated moving forward."

3. Offer Solutions, Not Just Problems

• Always come with at least one solution, even if it’s just a next step.

• Show proactiveness: "Here’s what we’re doing to fix this…" or "We’ve expedited production and will be back on track within 10 days."

4. Listen & Respond Thoughtfully

• Once you break the news, pause and let them react.

• Avoid getting defensive—acknowledge their frustration and listen fully before responding.

5. Follow Up

• Clients may seem fine in the moment but reconsider later.

• Check in after the call, send a follow-up email summarizing the conversation, and provide ongoing updates.

🎧 Want more? Listen to the full podcast episode on handling tough conversations with clients here.

🎟 Live Event: The Long Game – Secure Multi-Year Client Commitments

🗓 Date: Wednesday, February 19
⏰ Time: 3:00 - 4:30 PM GMT ~ 4:00-5:30 PM CET ~ 10:00-11:30 AM ET
📍 Location: Online

🚨 This is NOT a webinar—it’s an interactive workshop! Expect to roll up your sleeves, work through real-world scenarios, and get direct feedback on your strategy.

Tired of scrambling for renewals every year? This session will show you how to break free from one-year contracts and secure multi-year deals that drive stability and growth. You’ll learn:

• How to craft a winning pitch tailored to your client’s priorities

• Objection-handling techniques to turn hesitation into commitment

• Real-world strategies to lock in long-term agreements

A handful of early bird discounts are available at 25% off—act fast! That’s only £14.25 / $18. If you miss out, use code LONG-GAME for 10% off.

🔗 Spots are limited! Register now

🚀 Intercom’s 2025 Customer Service Transformation Report

This is a sponsored post, but let me be clear—I only share what I genuinely find valuable, and Intercom’s Customer Service Transformation Report 2025 is an absolute must-read for Key Account Managers.

Staying ahead of customer experience trends isn’t optional anymore—it’s essential. One of the biggest takeaways? AI is completely reshaping customer service economics and experiences. A massive 76% of support teams invested in AI last year, and surprisingly, customers are embracing it.

What stood out to me is how the report dives into blending AI with human connection—a crucial skill for KAMs. As AI takes on more support roles, knowing how to leverage automation without losing the personal touch is key to maintaining strong client relationships.

This report isn’t just theory—it’s packed with practical, actionable insights to help you future-proof your key account strategies.

📌 Highly recommend bookmarking and reading the report—see how AI is transforming customer service and what it means for your key accounts!

📖 Featured Article: How to Implement Key Account Management from Scratch

Building a Key Account Management (KAM) function from the ground up? Whether you’re hiring your first KAM or scaling your team, I’ve just published a new guide all about how to get started. Here’s what’s inside:

• Segment Your Customers – Identify which clients truly qualify as “key accounts”

• Nail Your First Hire – What to look for, setting expectations, and onboarding smoothly

• Transition Responsibilities Gradually – How to make sure clients feel supported during handoffs

• Know When to Make the Next Hires – Signs that your team is stretched too thin and needs to grow

• Build While You Run – Creating a structured, scalable process while keeping things moving

• Review and Evolve Your KAM KPIs Over Time – Activity-based vs. outcome-based KPIs

• Leverage Technology to Scale Smarter – Must-have tools for CRM, analytics, and automation

• Common Pitfalls to Avoid – The biggest mistakes teams make when setting up KAM (and how to fix them)

💡 If you’re struggling with growth, this is your playbook. [Read the full article]

🔎 This Week’s Finds (Personal Picks!)

🎓 Google Prompting Essentials (Free Course!)
AI is everywhere, and knowing how to prompt it effectively is a game-changer. This Coursera course by Google is the perfect primer for ChatGPT, Co-Pilot, and Gemini. I love how practical and simple it is—perfect whether you're just curious or want to dive deeper. [Check it out] 

🖋 Toms Studio (Fountain & Fineliner Pens)
Handwriting lovers, this one’s for you! Toms Studio makes infinitely refillable pens with Japanese nibs and customizable designs. They’re sleek, sustainable, and just plain beautiful. I’ve stopped using disposable pens, and I’m never going back. If you want a stylish writing partner, [Take a look] 

🎮 Lorelei and the Laser Eyes (Game Recommendation)
I wanted a new way to unwind, and this game had me hooked. It’s a surreal, puzzle-driven mystery set in a haunting European hotel. Think spooky, stylish, and insanely clever. If you love a good mind-bending challenge, you HAVE to try this. [Explore the mystery] 

📝 Your Action Plan for This Week

1. Prepare for a difficult client conversation using the 5-step framework.

2. Sign up for The Long Game workshop and start securing multi-year deals.

3. Skim through the KAM implementation guide to refine your key account strategy.

4. Take the AI prompting course and test your skills with ChatGPT.

5. Treat yourself—upgrade your writing tools or try a new game to unwind!

Delivering bad news will never be fun, but it can be an opportunity. The way you handle it sets you apart as a trusted partner, not just a vendor. So next time you have a tough conversation, remember: honesty, empathy, and solutions go a long way.

Got a story about delivering bad news (good or bad)? Hit reply—I’d love to hear how you handled it!

Until next time,

P.S. When you're ready, here are some ways I can help you:

1. Join The KAM Club: Get access to unmatched training, open office hours, exclusive templates, and a community of experts.

2. Try KAM Fundamentals: My 6-week training journey to build trusted advisor relationships and boost client revenue.

3. Get Career Coaching: Whether you need interview prep, first 90-day support, or help at any career stage, I offer tailored coaching programs.

4. KAM Training and Consulting Advice: If you could like to discuss key account management training programs, consulting projects and group coaching, book a 1:1 discovery call and let’s talk

5. Sponsor the Newsletter: If you like the newsletter and thought your product might be a good fit for my audience, learn more about how to feature in the newsletter.