Riding the demand wave:
Three smart moves to make your comeback count

As we start to see glimmers of economic recovery (thank you, Sharon Zollner, ANZ chief economist, for the pep talk!), some businesses are noticing a ramp-up in demand. If you’re among them, you’re likely excited—and maybe just a bit wary. After all, we’ve all learned to be cautious after the rollercoaster of the last few years. Whether your business is already seeing the upswing or you’re hoping to catch that wave soon, here are three strategies to keep your comeback strong and sustainable.

It’s tempting to celebrate growing demand by expanding your team or upgrading equipment. But don’t jump the gun just yet. Yes, the signs are promising, but caution is still your best friend. As Sharon pointed out, some of this renewed optimism comes from things just not being as tough as they were, rather than a full-on boom.

If possible, avoid adding significant fixed costs until you’re sure demand is steady. Instead, consider other strategies to stretch your resources. Can you extend project timelines slightly, spreading your workload over a longer period? Or, if a bigger team is genuinely necessary, look at flexible options like outsourcing specific tasks or hiring contractors for short-term projects. This way, you stay nimble and avoid committing to big expenses that might weigh you down if demand fluctuates.

Keeping costs lean allows you to handle the peaks without overcommitting—so if there’s another dip, you’re prepared.

When you were scrambling to keep the lights on, saying “yes” to every opportunity was a no-brainer. But now, with demand picking up, you’ve got a valuable chance to be more selective. Start by asking yourself: Do we want every client who walks through the door? 

Instead of taking on every piece of work, think about where you really want to “play and win.” This isn’t just about managing workload—it’s about aligning with clients and projects that best match your strengths, values, and profit margins.

Consider: Who is our ideal client? What kind of projects make the best use of our capabilities? Take this opportunity to clearly define where your business truly shines. Focusing on these areas allows you to work more efficiently, deliver exceptional results, and build a reputation that attracts more of the work you want.

Growing demand means you can focus on the clients and projects that energize your business, allowing you to create a stronger foundation for future growth.

As demand increases, your resources might still be catching up. Maybe you scaled back staffing or streamlined operations during leaner times. Now, bringing back the right people and skills takes time and careful planning. So, keep those client relationships strong with one simple approach: open, honest communication.

Be transparent about any limitations in your current capacity. If you’re still ramping back up, let clients know. This doesn’t just manage expectations—it builds trust. Saying something like, “We’re excited to work with you, but we’re still scaling back up and want to ensure we deliver at our best” shows that you’re committed to quality over speed. This honesty can go a long way in managing any bumps in the road.

Open communication around your current capacity can actually deepen client relationships. Many will appreciate the transparency and understand your commitment to delivering a great result, every time.

Demand is a welcome challenge to face—but navigating it wisely is what will set you up for long-term success. By keeping costs lean, choosing the right clients, and being transparent about your capacity, you can make the most of the upswing without putting your business at risk. Here’s to a steady, sustainable comeback!