Communicating Bad News To Your Employees

Retail morale can be difficult when sales are down, store traffic is slow, and budgets are tight. For some small retail and wholesale business owners, they are being forced to let go of employees they trust and enjoy, but simply can’t afford anymore. For other businesses, they are dealing with stress that is weighing so heavily on them that it is often falling onto the laps of their associates, as well. Whatever your particular bad news scenario is, remember that it is important to communicate these details professionally, reasonably, and nicely to your working team.

How to Communicate Bad News

Have you ever had a friend – or worse, a boss – that gets so heated when discussing bad news that it actually makes the scenario worse than it really is? Often, people abrubtly react to situations without understanding all the details at hand, therefore not sharing the most accurate details possible. Instead, they jump to conclusions, react prematurely, and deliver unnecessary bad news. Others, on the other hand, wait for all the details to be laid out on the table before reacting at all. They take in the details as straight shooters and deliver the bad news just the same.

While both scenarios are common, it’s important to remember a few things when communicating with your employees. If you practice these habits now, it will be easier for you when times are both tough and great.

1. Avoid swear words when communicating professionally. Although this may seem like a no brainer to some of you, I am always surprised at how often I hear “F” this and “S” that when working with professionals. I even hear this in front of their employees. Even if their employees don’t seem to care, it still sets an unprofessional tone.

2. Present important information to your associates at designated times that will not be interrupted by customers or any other distractions. This allows the news to be communicated with complete attention, as well as with respect.

3. When pointing out the bad in something or someone, including work performance or tough retail conditions, always point out a positive to balance the bad news. For example, if you need to tell someone their individual sales are down, you could begin by telling them that they are a great merchandiser/designer/whatever it is they are great at and then tell them that despite this, they need to focus on their weak sales, as well.  Let them hear the positive too, even if brief. If you are telling your associates about poor store sales, for example, you could remind them that although they work hard, it’s not reflective of them (if this is in fact the case). The idea is not to have someone only hear the negative.

4. End all conversations that include bad news with encouragement. Even when firing someone, you should offer hope in that they will find a job they prefer more. It’s as simple as doing one to others as you would do to yourself. Simply put, be nice and be hopeful.

5. Remember the other side of this conversation. Be willing and patient in listening to your employees. It’s important that they can communicate with you as their manager and it’s also important that you give them this respect.

While it’s never easy to deliver bad news, it’s a little easier when considering the steps above. If you have any advice on how to communicate in tough times, please share your thoughts with Retail Minded at nicole@retailminded.com.