Note: This is post was originally published 
on 10/12/11.
Many of us deal with data for a living. When I stared out as corporate researcher, I had the responsibility of analyzing customer opinions and developing meaningful explanations. But sometimes I would crunch a data set that would put me in quite a challenging situation. An explanation simply did not exist that would make the numbers more palatable. My heart would actually race as I saw the initial tabulations, and I dreaded the notion that I would be the unlucky one to deliver the bad news.
Strategy is key
Psychology plays a major role in these situations. Personally, it wasn’t the actual numbers that unnerved me – it was the uncomfortable push back that I anticipated when presenting the findings. I knew that someone in the audience would probably want to “kill (or question, or at least injure) the messenger”. The fallout could hit like a hailstorm, if I didn’t properly map out a path. When presenting unfavorable results, people can become very uncomfortable. - you could often you could feel the mounting tension in the room.
Be ready for panic mode
I could often feel the mounting tension in the room, as unfavorable numbers can throw any group into chaos. As a result, be prepared to lead the group to a safer ground. “I let my audience know that a rear view mirror is small for a reason.” says Marianne Rose Hines, Senior VP of Sales at Byram Heath. “Your windshield is larger, as it is a view of what lies ahead. If you focus too much upon the rear view, you put the organization in jeopardy.”
Numbers are a snapshot in time of what customers are thinking. But, the information is only as good as the strategy that follows – customer sentiment can change quickly. Encourage your group to stay calm and focus on what can be done to improve the situation.
Here are a few other techniques that can help calm the room:
- Craft your opening statements carefully. Prepare your audience for what is to come and help them put the results in perspective.
- Don’t sugar coat results. Be direct and don’t let anyone twist the data. - the numbers are simply the numbers. Stay true to them.
- Remind the audience that information is power. Any information presented, is information that can be acted upon. Point out that what the group doesn’t know can actually be more problematical.
- Keep the group forward focused. Crying over spilled milk never, ever helps – attempt to get beyond the initial shock and concern.
- Attempt to engage your audience and avoid a “You” vs “Them” scenario. After all is said and done, you are all on the same team.
- Present solution “starters”. Provide information to help the group begin to solve the issues. Guide them to the areas that can be impacted and improved.
Finally, offer to meet with stakeholders to take a closer look at the situation – this gesture is often appreciated and can lead to potential solutions.
Dr. Marla Gottschalk is a Workplace Psychologist. She is a featured blogger at It’s Your Biz.com. You also can find her on Twitter and Linkedin.
