When the economy is in flux or experiencing a downturn, services that aren’t considered essential often get put on hold or cut. It’s a natural way for organizations to try to weather the storm.

The unfortunate truth is that decision-makers often don’t realize the true impact of those cuts until after they’ve made them. Sometimes the consequences are immediate. Other times, they unfold slowly over several months. Right now, we’re witnessing essential services being cut all around us—simply because their value isn’t clearly understood by the people holding the purse strings.

They Don’t Know It’s Essential

The reality is, if decision-makers don’t understand the importance of your work, they assume it’s expendable. They think they’re cutting fat—when in reality, they may be cutting into muscle and bone. Even if the cuts are intended to be temporary, you don’t want your work to be mistaken for something nonessential.

Recession-Proofing Starts With Perception

The only way to truly recession-proof your business is to ensure your work is perceived as essential—not just a “nice to have”—by both your clients and the decision-makers controlling the budget.

The good news? You can make your work essential—even if it doesn’t feel that way now. Sometimes it’s about getting clear on the real value of what you offer and learning how to communicate it with clarity and confidence. Other times, it’s about leveling up the value you provide to make your impact unmistakable.

The 2020 Pivot: A Real-World Example

In 2020, most of my clients had banner years. But initially, it looked bleak. In-person events were canceled, and many were forced to reimagine their offerings in a virtual setting. It was chaotic, scary, and uncertain.

But they adapted—fast.

They restructured how they delivered their services and refined their unique value propositions. They pivoted to support clients through new, never-before-seen challenges. Even in the unknown, one thing was certain: there were more leadership challenges than ever.

And the cost of ignoring leadership struggles far outweighed the investment in coaching and team development.

But my clients didn’t leave that realization up to chance. They made it crystal clear that their work was essential—while many others were still scrambling to find relevance.

You Must Stay Relevant and Necessary

The world is constantly shifting. If we want our work to remain impactful, we have to adapt—so our clients and prospects see the value of what we do right away. Not after a lengthy explanation.

For your work to be seen as essential, it needs a clear and compelling ROI (Return on Investment). Decision-makers need to understand, in no uncertain terms, how your work either helps them make money or save money.

(And if you’re thinking, “But I work with leaders, not salespeople,” then there’s an exciting opportunity for you to dig deeper into the real value of what you do.)

Questions to Clarify the Value of Your Work

Here are a few questions to reflect on as you begin to uncover the core value of your services:

• What benefits does my work offer that impact my clients’ bottom line?
• What does it cost them not to work with me?
• What are the downstream consequences of not investing in this work?
• What’s the opportunity cost of doing nothing?
• What do I charge, and what outcomes does that investment drive?
• How do those outcomes translate to value?

The Bigger Picture: Leadership Coaching as a Business Imperative

Let’s say you coach executives. In a company facing layoffs and budget cuts, that executive is under immense pressure. If your coaching helps them not only survive but thrive and perform at a higher level, what’s the value of that?

If that executive fails, the cost of replacing them can be enormous—typically around 50% of their salary, not to mention the hit to morale, loss of strategic direction, and overall disruption.

When you dig into the full impact, it becomes clear: this isn’t just professional development. It’s critical, high-impact work that drives real business results.

Let’s Make Your Work Undeniably Essential

How do you see your work as essential to your ideal clients?
I’d love to hear your thoughts—feel free to reply and share. I’m always happy to offer feedback and insight.

And if you’re looking for support to clarify your unique value proposition so your work is seen as essential from the very first interaction, reach out and schedule a complimentary breakthrough session. I’d be honored to help.