Learn how to recession-proof your business by aligning sales, marketing, and business development. These strategies help you grow, not just survive, in any market.
Why should businesses shift forward instead of shrinking back?
When the economy shakes, the default response is to tighten the budget and wait it out. But smart businesses know better: it’s not about shrinking back, it’s about shifting forward. Real resilience isn’t about waiting for the storm to pass. It’s about adjusting your sails and growing anyway. Aligning your sales, marketing, and business development efforts helps you gain ground, not just stay afloat.
How do you prioritize profit-driving offers for growth?
Now’s the time to focus on what fuels sustainable revenue. Identify the services that deliver the best ROI and position your business as a go-to solution. If your team spends most of its time on low-dollar offers, consider phasing them out or turning them into lead magnets. Rank your offers by profitability and fulfillment ease, then focus your marketing and sales on the top two performers.
What does it mean to build flexible offers that reflect your core value?
Agility is key in a shifting market, but chasing every opportunity creates confusion. Adapt how you deliver while staying focused on who you serve and the problems you solve. For example, one RB Consulting client moved from unpredictable project work to monthly retainers, giving clients stability and creating recurring revenue. Review your pricing and offerings—could you offer shorter contracts or value-based pricing without compromising quality?
How can automation help maintain engagement at scale?
When decision-making slows, staying visible is more important than ever. Marketing automation, when done with care, keeps your brand top-of-mind and moves leads through the funnel even when budgets are tight. Build a three-email check-in series that adds value at each touchpoint—share blog posts, client success stories, or downloadable resources. Tools like MailerLite, SmartInsights, or Hubspot can help automate this process.
Why is client retention and upselling crucial in tough times?
Keeping your current clients engaged is more cost-effective than acquiring new ones. Pair retention with intentional upselling to solve evolving client needs. For example, highlight new product features and the added value they bring. Repurpose this content for win-back campaigns to re-engage dormant clients. Proactively recommend upsells or add-ons based on recent client goals to deepen your partnership.
How can sales analytics guide smarter decisions?
Economic resilience comes from informed action, not guesswork. Use your CRM, website analytics, and email data to see where leads stall, which offers convert, and what messages resonate. Track sales activity weekly—monitor lead sources, conversion rates, and sales cycle length. Use these insights to double down on what’s working and refine where engagement is low.
When should you refresh your messaging?
During uncertain times, messaging that worked six months ago might now feel out of touch. Buyers want clarity and connection. Swap generic statements for specific, relevant promises. Audit your homepage, social bios, and email footers to make sure they reflect the challenges your audience faces right now.
How do you create offers that solve immediate pain points?
Your best sales opportunities come when you offer fast wins or immediate relief. Package a limited-time campaign audit or content refresh as a low-risk way to deliver results quickly. These offers are easy for clients to say yes to and can lead to higher-ticket services. Create a “start here” package or resource bundle to get your audience unstuck fast.
How can you reignite dormant leads with personal touchpoints?
That “almost” client who ghosted you last quarter might be ready now. Don’t rely on mass emails—personal touch wins. Send a quick Loom video or LinkedIn message referencing their goals, share a relevant success story, and invite them to reconnect. Choose five dormant leads and send a personalized follow-up referencing their original goals and offering a relevant resource or case study.
Let’s Strengthen Your Sales Strategy—Together
Resilience in business doesn’t mean being unshakable—it means being ready. The smartest businesses know that even in uncertain times, momentum is possible when your marketing, sales, and business development teams are rowing in the same direction. Use this moment to sharpen your offer, revisit your buyer journey, and make sure your outreach is relevant—not reactive. The businesses that thrive long-term aren’t the ones who retreat—they’re the ones who realign, reconnect, and double down on value.
"Resilient businesses don’t just play defense—they find ways to grow, even when the market is tough."
— RB Consulting
Frequently Asked Questions
How can I recession-proof my business?
Focus on aligning your sales, marketing, and business development efforts, prioritize your most profitable offers, and stay proactive with client engagement.
What are profit-driving offers?
Profit-driving offers are services or products that deliver the highest return on investment and position your business as a leader in your niche.
How do I keep clients engaged during slow periods?
Use marketing automation, personalized outreach, and regular value-driven communication to stay top-of-mind and nurture relationships.
Why is upselling important in a downturn?
Upselling to existing clients is more cost-effective than acquiring new ones and helps deepen relationships while increasing revenue.
When should I refresh my business messaging?
Refresh your messaging whenever market conditions change or your audience’s needs shift, so you stay relevant and connected.
What’s a quick-win offer I can launch now?
Consider a limited-time audit, a diagnostic call, or a resource bundle that solves an immediate client problem and opens the door to deeper engagement.
How do I reignite dormant leads?
Reach out with a personalized message referencing their goals, share a relevant success story, and offer a low-pressure way to reconnect.
Rebecca Bormann
About the Author
Rebecca Bormann is the Founder and CEO of RB Consulting Agency, a strategic marketing and business development firm that empowers organizations to clarify their brand, elevate visibility, and accelerate growth.
With over 20 years of leadership experience in sales and marketing, Rebecca blends emotional intelligence with data-driven strategy to help clients connect authentically with their audiences, align marketing and business objectives, and build sustainable pipelines for growth.
Under her leadership, RB Consulting serves clients across Indiana and nationwide in sectors including technology, professional services, healthcare, education, retail, and nonprofit. Guided by its core philosophy—People First. Strategy Always. Success Together.—the agency is recognized for its people-centered, data-informed approach that transforms brand presence into measurable business results.
Rebecca’s leadership and impact have earned numerous honors, including 2025 NAWBO Women Business Owner of the Year, Indianapolis Business Journal’s Women of Influence (2022), Hope Magazine’s Hope 25 Honoree (2022), AOTMP® Insights Women in Tech DEI Advocate (2022), and Junior Achievement’s Indy’s Best & Brightest Finalist (2020, 2021).
She holds Executive Education Certificates in Business Strategy, Financial Management, and Marketing & Sales from Indiana University’s Kelley School of Business, along with a Bachelor’s Degree in Management and a Certificate in Communications from Indiana Wesleyan University.
RB Consulting Agency is certified as both a Women Business Enterprise (CWBE) by NAWBO and a Women-Owned Business (WBE) by the Indiana Department of Administration.
