First…let me preface this by saying that what you’re about to read is not me complaining about the state of my business. It’s not. I’m coming off a very strong April where I signed on two new clients and have a few others percolating. So I’m fine.

That said…there’s a problem out there that I’ve seen professionally, personally, emotionally, all over the place. Bad news is bad news and as humans, we never like to give it. However….delaying it only makes it worse.

We all know that delivering bad news to clients or colleagues is never easy. But here’s a little secret: delaying bad news doesn’t make it any better. In fact, it often makes it worse.

As a business, your reputation is everything. And dragging out bad news can seriously damage that reputation. Clients and colleagues want to work with businesses they can trust and rely on. By delaying bad news, you risk losing that trust and respect.

On the job seeker side, applying for a position in today’s world is awful. You submit resumes and use LinkedIn “Easy Apply” and things just go in a vaccuum. You rarely hear any feedback. Almost never. The ONLY time you might hear something is if you’ve made the cut for a phone call to start the process. Even then, you may not hear anything if you didn’t make the next round. That’s just poor and makes your business look bad.

On the new business front, submitting a proposal – whether formal or informal – takes a lot of work. There are meetings and discussions and all kinds of things that take time and expertise to craft a good document summarizing what could move your business forward. So maybe it didn’t hit the nail on the head. Or you’re busy. Or the landscape has changed and you don’t have the budget anymore. Pick up the phone or send an email to provide an update. Give some feedback. Don’t make your potential partner guess at next steps and fear becoming a nuisance by sending “just checking in” emails and leaving voicemails “making sure you received the proposal.” Again – poor form.

That’s why I’m encouraging you to be quick in delivering bad news. Not only does it show that you value the other person’s time and emotions, but it also demonstrates your professionalism and integrity.

Of course, I’m not saying to be harsh or insensitive. But provide feedback. Give updates. Don’t leave people guess and out of the loop.

In conclusion, don’t be the business that delays bad news or sweeps it under the rug. Instead, be the business that delivers bad news like a pro. Quick, honest, and professional. It may not be easy, but it’s the right thing to do for the sake of your reputation and the relationships you value.