Nearly half of small business owners are expecting sales declines according to a recent CNBC survey. This fear naturally leads many to slash marketing budgets—exactly when they should be doing the opposite. After spending 20 years marketing for giants like Pepsi and BIC before founding The Repositioning Expert, I’ve witnessed what separates thrivers from survivors during economic downturns. The companies that maintain or increase their marketing presence capture market share while competitors retreat. Harvard Business Review research confirms this approach, finding that companies maintaining or slightly increasing prices outperformed price-cutters by 18%. When others pull back, your voice becomes louder in a less crowded marketplace.

Customer Retention: Your Economic Safety Net

It costs 25 times more to acquire a new customer than to keep an existing one, making retention your most cost-effective strategy during uncertainty. Instead of slashing prices (which signals desperation), focus on adding value to justify maintaining or even increasing your rates. Implement B2B loyalty programs, personalize communications, and identify untapped cross-sell opportunities within your existing client base. Remember, your current clients already trust you—nurture these relationships and they’ll provide stability when new business becomes harder to secure.

Digital Dominance & Diversification

Hubspot research shows that companies focusing on digital marketing saw a 13% revenue increase during economic downturns compared to those using traditional methods. Double down on your SEO, content strategy, and LinkedIn engagement—areas where your investment can generate measurable returns. Simultaneously, explore revenue diversification without abandoning your niche expertise. Companies with multiple revenue streams were 33% more likely to survive downturns and experienced 55% less volatility. Consider subscription models, digital offerings, or strategic partnerships that complement your core positioning.

Data-Driven Decisions Win

Fear-based decisions rarely produce positive outcomes. Deloitte research found that data-driven companies were 23% more likely to be profitable during uncertain times than those operating on gut feelings. Leverage AI and analytics to track customer behavior, marketing ROI, and sales metrics with precision. When I lost my entire business model overnight during COVID (I previously relied on in-person events across the US), I implemented these exact strategies—focusing on retention, increasing digital presence, adding value instead of cutting prices, diversifying offerings, and making data-driven decisions. The result? Record revenue by year-end. Don’t freeze in fear—pivot with purpose and position yourself to emerge stronger when the economy rebounds.

Want to reposition your messaging to grow your leads? Follow me on Twitter, friend me on Facebook, watch my Podcast on YouTube or connect with me on LinkedIn –and let’s talk.