Growth Strategies Every Business Needs Now
Sales expert reveals four strategies for thriving during uncertainty.
07/06/2025
Sales expert reveals four strategies for thriving during uncertainty.
Uncertainty Mastery:
Become the expert customers trust during chaotic times.
Last week, I was speaking to a select group of business owners and leaders in the Houston, Texas Area. We were there to talk about sales, strategy, and positioning their already successful businesses to get to the next level.
Normally, a session like this would have me congratulating them all on a great year and giving them a few innovative strategies that could really help them gain an even stronger competitive advantage.
But this was no normal session, and as you all know, this is no normal year.
Like most leaders I speak with, these CEOs and business owners are experiencing a high degree of uncertainty. Everything from economic uncertainty, geopolitical tensions, and technology and artificial intelligence.
This session needed far more than a few high-fives and a good idea or two. I was excited to get in there, roll up my sleeves, and help these leaders learn the strategies to shift how they think about uncertainty and truly turn disruption into a major competitive advantage.
A Downturn vs. Uncertainty
What our marketplace is experiencing is so different from an economic downturn. Many of these business owners and CEOs had been around for a while. They had seen it all. They had remembered when interest rates were at 17%, lived through the crash of 2008, and had even come through COVID.
And while all of that was challenging, what we are going through now is so much more unstable. A down-turning economy, while not a leader’s dream, is at least predictable. It is an economy that is headed south, and when consumers/customers know that they can make a plan, make a decision, and keep the market moving. While not ideal circumstances for a business owner or CEO, you can build a plan and make it work.
But in an uncertain economy, everything is exactly that—uncertain. No one knows what is going to happen, when it is going to happen, or what impact it will have. The result is buyers stall, decisions are not made, and the market freezes—even if there is no foundational reason for it.
Uncertainty is so much tougher than a downturn. Tougher that is, unless you know how to make uncertainty work for you.
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Top 4 Growth Strategies Every Business Needs Now
So, what did we cover in this session, and what ideas did I share? Well, I am not going to give away all of my secrets, but here are a few nuggets to get you started.
- Change What You Sell—You are no longer selling a product or service, and if you think that, you are going to struggle in this marketplace. Finding a product or service is easy. I can do that just by Googling online. No, what your customers are looking for is an expert, an expert who is a straight shooter. An expert they have confidence in and one they trust. You need to understand everything about the uncertainty, their industry, and the economy, and how it impacts your customers. Then you need to use that knowledge to position yourself as the expert they find when they go looking for answers. You need to write, shoot videos, and share all the information you learn on every platform, magazine, and social media outlet your customers use. You need to become the expert, the resource, and the one they believe will be honest with them about what is going on in the marketplace.
- Own A Niche—When the market gets tight, business leaders start selling to everyone they can. Understandable you need sales and revenue. But to succeed in uncertainty, you need to do the opposite. When your competitors go big, you need to go small. You need to focus, really focus on a niche target market. Pick a niche, own the niche, and your reputation will grow from there.
Why? Because in an uncertain, overcrowded marketplace, business grows from the inside out. No matter how much advertising or promotion you do, your potential buyers will still talk to their friends, neighbors, and co-workers to find out who they used. It is the word of mouth that will grow your business. You need your name to be the one that keeps popping up. - Double Down—On relationships, connections, and any past customers. I love that everyone is talking about AI, technology and automation—all great. But nothing, and I mean nothing, beats a good old-fashioned conversation.
In an uncertain marketplace, it’s time to do something radical, out of the box, and unconventional. That’s right, it is time to do something like picking up the phone. Better yet—go to a networking event. Check-in on a past client. Find any and all ways to touch base, personally, with your network. Build your network, and it will grow your business in times of uncertainty. - You’re Needed More—And last but not least, when the marketplace stalls, when decision-making slows down, and it seems like no one is interested in buying, that is the time to sell more, NOT sell less.
People (your customers) remember who showed up in the tough times and who was there when they needed advice, input, and help. They will reward the courageous leader who understands the best time to be a business owner is when the marketplace is uncertain.
Okay, there is a lot more where that came from, but again I don’t want to give away all of my secrets.
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"In the midst of chaos, there is also opportunity."
- Sun Tzu
Uncertainty Mastery:
Become the expert customers trust during chaotic times.
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I understand these are challenging times, not only for your business, but in most industries.
But I also know, if you understand uncertainty, embrace uncertainty, and shift your strategy for uncertainty, then you will not only change how you think about uncertainty, but you will also turn all of this uncertainty into your greatest competitive advantage.
Ready to learn more about how to turn uncertainty into your greatest competitive advantage? Check out my website for relevant articles, videos, and tips. And become a THRIVE INSIDER by discovering my THRIVE SYSTEM—a well-researched, proven methodology for consistently turning uncertainty into your greatest competitive advantage.
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Yes, you can provide text passages or key points from the book so that I can use them in the analysis. If this is not possible, then you can simply provide a
Yes, you can provide text passages
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