Four Ways to Deliver Bad News Like Jerry Seinfeld

Comedians and consultants actually have a lot in common, and not just that they both hate airports. A consultant has to see things as they are, even if it means delivering news a client doesn’t want to hear. Jerry Seinfeld’s job is to make it funny while ours is to keep our projects and clients going down the right path. But that doesn’t mean we can’t learn from the comedian’s trade.

1. Be Honest

Seinfeld doesn’t pull any punches when it comes to pointing out folly, and neither can a consultant. The first thing to do is tell the truth, and do it as directly and completely as you can. This seems like a no-brainer, but when a consultant starts to imagine their client reaching for the trap-door button that will send them into the crocodile pit, it’s easy to reach for cheap excuses, sugar-coating and vague, roundabout language. But, as unpleasant as it is, dropping bad news can actually help build trust. As Forbes writer Erika Anderson puts it, “Delivering bad news well demonstrates personal courage: it shows that you will do things that are personally uncomfortable or difficult for the good of the enterprise.”

Seinfeld takes the real world and describes it as it is, and we respect him for it. The same thing works with your clients.

2. Presentation is Everything

Jokes are all about good timing. Breaking bad news is the same. However, while surprises get laughs from an audience at a comedy show, they will likely provoke anger or blame from a client. Never put off delivering the news until it’s too late, but do make sure the listener is in a state of mind to consider your statements objectively and rationally, and then deliver the news in a form appropriate to the gravity of the situation.

Bad news is best delivered in person, face-to-face whenever possible, or via a phone call. (Email, Yammer, Twitter, Facebook, text message, etc. are poor “bad news delivery” methods.) You should give a heads up to the client before just popping in with bad news so they are more prepared for what you’ve got to say. Presentation and timing won’t make the news itself any better, but it will demonstrate that it’s important and that you know how to ensure that you’re heard.

3. End on a High Note

In the comedy world, the rule is to always end with your best joke. As a consultant, take the time to script out your discussion and save a positive message for last. After all, your job is to solve problems, not just point them out, and your clients and employer need to know that you will continue to do that even if a project is not going well.

Assure the listener of the steps you are taking to right the situation and communicate what you need from them. Explain how you or your team will avoid future problems. If the client’s input is needed, then lead the discussion into new ideas and strategies.

4. Be Ready to Take a Bullet

Where would Jerry Seinfeld, Chris Rock or Steve Martin be if they let a few hecklers ruin their acts? Sometimes a client is just going to shoot the messenger no matter what you say or do. You may have to deal with unwarranted accusations and undue blame, but it’s a consultant’s place to tell things the way they are.

So be tough: sugar-coating bad news or sweeping it under the rug will fester and make things worse for both companies down the road. Even if telling it like it is doesn’t work all the time, keep your head held high. A reputation of honesty and integrity will go a long way towards being respected and being awarded new projects down the road.