Proactive vs. Reactive Growth in a Downturn (And How to Make the Shift)
Why Reactive Thinking Stalls
Reactive teams wait for the next headline and then scramble. Pipeline gets whiplash, messaging lags the moment, and momentum evaporates. Reaction is necessary—but not sufficient.
Proactive Teams Create Options
Proactive means you anticipate shifts and build plays in advance: alternate ICPs, revised offers, fresh scripts, and leaner delivery models. When conditions change, you don’t freeze—you switch lanes.
Five Proactive Moves You Can Make This Month
- Re-segment your ICP: Identify resilient sub-verticals and buyer roles with urgent, funded problems.
- De-risk your pricing: Blend modest retainers with pay-for-performance to lower perceived risk.
- Reframe messaging: From “grow faster” to “protect revenue, reduce waste, win quick.”
- Lean your stack: Replace nice-to-haves with cost-effective tools that keep outcomes steady.
- Lead with empathy: Publish practical guidance, share playbooks, and acknowledge the shared struggle—then present a clear, low-risk next step.
A Simple Play That Works
One agency shifted to a maintenance fee + per-outcome model for select financial buyers and saw faster traction: lower upfront cost, clearer value, and easier internal approvals. The lesson: change the model to fit the moment.
Build Before You Need It
Proactivity protects runway, reputation, and relationships. It keeps your team creating value, not just responding to noise.
Want a proactive plan you can deploy in two weeks—ICP refresh, offer redesign, and new outbound scripts? Contact us and we’ll map it out with you.