“You have some good news and some bad news, which would you like first?”

This is a common question that you have probably been asked numerous times.

Here is the thing… it is a poor question!

A far better way of wording it would be: “I have some good news for you, but later I also have some bad“.

There is a good reason for this, and it is this rule that you need to use in your sales speak: People will focus on the bad news and will be so distracted that the good news will be wasted.

For example, a doctor calls you on the phone and utters those immortal words: “You have some good news and some bad news, which would you like first?”

You say: Bad news first.

Doctor says: We got the results from your scan, and you have 48 hours to live…

You drop the phone and run to be with your family, you get drunk, you try and say your goodbyes, and you try and squeeze everything into those 48 hours.

Doctor says: Unless we operate this afternoon, in which case you have a 99% chance of a complete recovery.

At which point you are halfway down to road to go and see your parents.

I am not saying DON’T use bad or negative news or info in your sales pitch, in fact, it adds honesty and believability to a pitch… but do not use it first.