Let’s not sugar-coat it. The period we’re heading into won’t be easy. In my opinion, it could be tougher than COVID, and some of the worst recessions we’ve seen. But that doesn’t mean you can’t survive, or thrive.
I’ve been in business since I was 21. Started in my dad’s firm. Went out on my own at 26. I’m 57 now, and I’ve seen a lot. Been through downturns, recessions, and unpredictable events. And we’re still here. In fact, we’re thriving.
We made it through COVID in one of the most competitive markets there is. Today, we have a team of 50, more than 100 clients, and we’re on track to double in size within 9 months.
I don’t say this to brag. I say it because:
- We’ve been through tough times before
- We know what we’re doing
- We’ve built the structure, the culture, the data, and the habits to scale in hard conditions
When the market shifts, the only things that matter are your ability to learn, adapt, and execute. Hype doesn’t help. You need habits, structure, and a plan.
This is the plan we’re using internally. It’s what I recommend to clients, especially those affected by global uncertainty, policy changes, tariffs, or stagnating growth.
What to Focus On Right Now
1. Your Existing Clients
In a tough market, the last thing you want is churn. Clients you already have are your highest leverage.
- Deliver what you say, when you say you will
- Communicate early and often
- If you’re under financial pressure, speak up before it becomes a crisis
- Get senior leaders involved in relationships—not just junior staff
- Build deeper networks inside client orgs, not just the buyer
You’ll be shocked at how many clients are willing to help, extend timelines, or even pay early, if you have the conversation.
2. Your Existing Database
Most companies are sitting on gold without realising it.
Go back through your:
- Past clients
- Old leads and contacts
- Event attendees
- Personal LinkedIn networks
- Vendors and suppliers
- Old colleagues
- Contacts who’ve changed jobs
Map it out. Engage them. Add value. Be consistent. This free Introductory Meetings Calculator can help you quantify how many meetings you actually need to hit your revenue goals.
3. Your Sales Team
If sales are soft, this is where you start.
Ask yourself:
- What are their metrics?
- Do they use your CRM properly?
- Is there a real sales process?
- Is it documented?
- Are they being coached?
- Are they generating their own leads?
- How strong are they on LinkedIn?
Most sales managers were just good salespeople. That doesn’t make them good managers. Coaching and management are different skills.
Here’s the process we follow and recommend:
- Independent sales team assessment (we offer this for $5K)
- Rebuild the model
- Train the team
- Ongoing coaching using real performance data
Right now, your team wants security. They’re ready to be coached. Take advantage of that.
4. Marketing and Lead Generation
This ties back to your database and sales engine. Key questions:
- Where are your leads coming from?
- What percentage turn into clients?
- Who is generating them?
- What channels work, and which don’t?
- Why?
If you don’t have those answers, you’re guessing. And you can’t afford to guess in a downturn.
If you’re unsure where your pipeline is weakest, read this guide to building an SDR team.
5. Your Operations Team
No room for passengers now. If your operations can’t deliver, nothing else matters.
- Is your culture healthy?
- Are clients genuinely happy?
- Are delivery teams consistent?
If the answer is no, you need to move fast. Unhappy clients won’t wait. They’ll leave.
And if your operations team is weak or your managers are blocking progress, replace them. This is survival mode. Culture still matters, but execution is critical.
Final Word
As a senior leadership team, your job is to stay focused. If you don’t have metrics, you’re flying blind. If sales aren’t delivering, start with point 3.
There’s no room for passengers. If someone is holding you back, replace them. Bring in external help—but only from trusted referrals. Don’t Google consultants. Ask your network.
We’ll thrive this year because we’re doubling down on:
- Team
- Culture
- Strategy
- Ownership
- Delivery
Our staff turnover is 6% annually. We’re growing because the engine is working.
Now is the time to sharpen your tools, get serious, and execute well across the board.
📞 Ready to Talk Strategy?
If you’re navigating uncertainty and need expert guidance on your sales, marketing, or operational approach, let’s talk.
Whether you’re a founder, sales director, or team lead, we’re here to help you build a practical, resilient growth strategy.