4 Things Your Competitors are Doing to Emerge Stronger Than Before

Amy Volas
10 min readNov 9, 2020


COVID-19 is reshaping the market like we’ve never seen before. As the pandemic wears on, leaders must determine which way the wind is blowing and set a course for solid ground. Everyone needs to find their own way.

Your customers, more than anything else, are your compass as you navigate these choppy waters.

The best companies are tweaking sales systems, adjusting their go-to-market strategy and rediscovering customers’ needs as they evolve.

Even if your business is thriving, you can’t do nothing — that’s like saying nothing’s changed. And your customers’ buyers might not be so lucky with a potential painful boomerang back to your business. Oh, the layers of complexity and talk about important defining moments…

Related: The Recession Planning Framework for SaaS Startups

When things get tough, how we respond keeps the door open or closed. Thriving during a downturn requires a willingness to listen and experiment — and to hold no assumption as darling.

Here are four actions the fiercest of companies — and perhaps some of your competitors — are doing right now to emerge from the shutdown stronger than ever:

  • Putting the customer first
  • Experimenting with product/market fit
  • Pivoting sales to meet buyers
  • Doubling down on the candidate hiring experience

1. Putting the customer first

Priorities are shifting and will continue to shift. It’s what you do with the “shifts” that matters the most.

Regardless of how busy you are or slumping sales, now is the time to have a laser focus on your customers.

During times of growth, companies can still succeed despite overlooking the needs of their customers. These days, though, people are experiencing entirely new pain points. They’re isolated, insecure and trying to make heads or tails out of their businesses.

Addressing their needs with compassion, understanding and sensitivity while you seek to help is vital to retaining people.



Amy Volas

Helping SaaS startups hire executive Sales and CS leaders without the cringe ⋆ Personally closed $100MM+ ⋆ Founder/CEO ⋆ 2 Exits ⋆ LP ⋆ Sharing lessons here