Running Your Business When People Are Running Scared

Running Your Business When People Are Running Scared

I’ve been hearing the same thing repeatedly lately: “No one’s spending any money right now.”

Coaches, consultants, and business owners … no need to sugarcoat this – they’re freaking out!

This goes for employers as well, hitting pause on hiring and postponing projects. They’re freaking out too!

I get it. People are nervous. I’m no stranger to facing facts around here. The economy feels shaky, the headlines are beyond exhausting, and nobody wants to make a bad move.

Here’s the truth:
People aren’t broke. They’re scared.
There’s a difference.

When a potential client or company says, “I can’t afford it,” what they often mean is: “I can’t afford to make a mistake right now.”

They’re clinging to what they perceive as certainty like a security blanket. That’s human.

You know what else I’ve observed over the years? The more fearful someone is, the more support they need. The good news is that clarity, focus, and accountability are what we do as coaches and leaders.

How do you keep showing up when fear is in the air?

How do you run your business and navigate your career when people are running scared?

Start with these three shifts:

1. Talk About Safety, Not Transformation.
Normally, I preach the power of selling transformation. But right now, people are seeking relief. Peace of mind. Less anxiety. So shift your message. Instead of “I’ll help you hit six figures,” try “I’ll help you sleep better at night.”

2. Make the Investment Feel Safe.
That means pitching smart, strategic offers: payment plans, smaller packages, clear deliverables, risk-reducers. Floating the idea of fractional or contract work in lieu of full-time employment. Not desperation discounts. Not price drops. You’re not cheapening your value; you’re just making the ‘”yes” easier.

3. Highlight the Cost of Waiting.
The problems your prospects are facing aren’t going away. Delaying help only compounds the issue. Point out the urgency. Help them understand the real risk is in postponing action.

The clients and business owners I see thriving right now?
They’re clear, confident, and grounded; calm in the storm.

I don’t want fear to take you out of the game. Your work still matters. You’re still needed.

Tell me: How are you holding up? Post below. Let’s talk.