One out of every three customers will discontinue your service after just one bad experience.

Think about that: for every three clients you serve, just a single slip-up with one of them could mean a lost relationship, lost revenue, and potentially a damaged reputation. In B2B, where client loyalty is the backbone of long-term success, that loss can ripple far beyond a single client.

With so much at stake in every interaction, handling tough conversations well isn’t optional—it’s essential. Enter the BIFF Response model.

BIFF Response

The BIFF response model by Bill Eddy, which stands for brief, informative, friendly, and firm, was initially developed for high-conflict situations.

Amanda Ripley, author, and co-founder of Good Conflict, says “Most people do not feel heard most of the time, but about half of what most people want in conflict is to be heard. So, if you can give them that, even if you can’t give them what they want as an outcome, you are still building rapport [and] building trust.” In high-conflict situations, listening validates concerns and helps diffuse tension.

The BIFF response model builds on this principle, combining active listening with a structured and empathetic approach.

In the context of B2B communications, this approach can resolve difficult client interactions. While listening is essential, BIFF’s structured approach helps teams respond effectively and efficiently in high-stakes situations.

It’s particularly useful when:

• Addressing customer complaints or disputes
• Clarifying policies or boundaries
• Managing expectations around deadlines and deliverables
• Responding to requests outside the scope of a contract/agreement

Let’s break down each component of the BIFF response model.

Brief

Keep responses concise. Lengthy responses can lead to confusion or overwhelm customers. A brief message demonstrates respect for the recipient’s time and focuses on the core issue without unnecessary details.

• Scenario: A client requests additional services beyond the agreed contract scope.
• Lengthy Response: “We’ve noted your request. However, the additional services you’re asking for would require us to get approval and reassess the project timeline, staffing resources, and costs. Given the scope already defined in our agreement, adding these services would mean a considerable change to our current commitments and timeline.”
• BIFF Response: “Thank you for your request. As outlined in our agreement, additional services require a scope and fee adjustment. Please let us know if you’d like to explore this option.”

This BIFF response leaves the door open for further discussion without diving into unnecessary detail. It respects the client’s time by focusing only on the key information.

Informative

Provide factual, objective information without judgment or unnecessary opinions. Presenting facts clearly builds trust and ensures both parties are aligned. Avoid subjective or emotional language—stick to the facts that help the client understand your position.

• Scenario: A customer disputes an invoice, saying they weren’t aware of certain charges.
• Less Informative Response: “Please double-check the details of your contract. We always make sure clients know about costs upfront.”
• BIFF Response: “The additional charges reflect the customization services provided. You can find these details in the service agreement on page three, line two. Don’t hesitate to ask if you’d like any additional details.”

Friendly

Keep the tone courteous and professional, regardless of how challenging the situation might be. In high-stakes, tense conversations, being approachable can help diffuse tension. When a client senses that you’re open and willing to listen, they’re more likely to feel heard and respected, which can de-escalate frustration or irritation on their end.

• Scenario: A client is unhappy with a delay in delivery.
• Less Friendly Response: “Our team encountered delays because your team’s approvals came in after the deadline. This has pushed back our timeline.”
• BIFF Response: “Thank you for your patience and understanding. Our timeline shifted due to some approvals that were still in progress, and we’re prioritizing your project to keep things moving as quickly as possible. Rest assured you will receive updates accordingly. Please let us know if you have any questions.”

Firm

Firm responses mean setting boundaries and sticking to them. These are essential in customer service, especially when declining requests or enforcing terms. Firm responses avoid misunderstandings, reduce negotiation on settled issues, and uphold company policies.

• Scenario: A client requests additional services outside the agreed project scope without additional charges.
• Less Firm Response: “We’ll try to accommodate this additional request, but it may be challenging given our current schedule and project terms.”
• BIFF Response: “Thank you for your request. As outlined in our agreement, additional projects are outside the original project scope. We’d be happy to revise the original proposal to accommodate the new project at our standard rate if that works for you. Please let us know if you’d like to proceed.”

This BIFF response maintains a clear boundary by referencing the agreement terms and presenting options for moving forward. It’s firm yet respectful.

Embed BIFF in Your Communications Strategy

One tough conversation can make or break a client relationship, and how you respond in these moments can define your client’s trust and loyalty. Using the BIFF response model is a game-changer for customer service. But the applications don’t stop there.

Incorporating the BIFF approach into all communications, internally and externally, can diffuse conflict and establish professional boundaries. Whether it’s responding to a nasty email from a coworker or managing an uncomfortable HR conversation, BIFF provides the structure necessary to maintain calm, clear, and effective communication. It builds a reputation for handling even the toughest situations with professionalism and respect. Start by training your team, practicing real-world scenarios, and making BIFF a core part of your customer and team interaction strategy.