Maintaining Presence: Coaching Small Business Owners Through the Threat of Tariffs

The Key Takeaways 

• Tariffs are triggering real fight-or-flight responses in small business owners, making it harder to think clearly, weigh options, and make strategic decisions under pressure.

• During high-stress periods, a coach who embodies ICF Core Competency 5 (Maintains Presence) can help owners move from panic and reactivity to clarity and problem-solving.

• Presence in coaching means creating a calm space, reflecting the client’s strengths, and staying fully attuned to both the emotional and strategic layers of what they are facing.

• Coaches play a practical role in tariff preparation by helping owners evaluate financial vulnerabilities, build contingency plans, and stay focused on long-term goals.

• Small business owners need more than advice during uncertain times; they need a grounded thinking partner who helps them feel seen, heard, and capable of finding a way forward.

Tariffs and the Fight-or-Flight Response

The current threat of tariffs is creating an atmosphere of uncertainty and stress for small business owners across Canada and Mexico. Many are experiencing a state of fight or flight, grappling with the potential financial impact and navigating an already challenging economic environment marked by inflation, high interest rates, and cautious consumer spending.

During times like these, having a small business coach who demonstrates exceptional presence can be a game-changer for small business owners.

For small business owners, tariffs aren’t just an abstract concept—they can mean higher costs, reduced profitability, and complex decisions about pricing and operations. This uncertainty triggers a fight-or-flight response, making it difficult for owners to think clearly, weigh options, or create effective strategies.

As I’ve shared in the Langley Advance Times, the key to surviving tariffs is preparation, agility, and leveraging support systems. I’ve also spoken about how businesses in Surrey and Barrie can tackle these challenges effectively (Peace Arch News and Barrie 360). One critical piece of that support system is having a coach who can help owners stay grounded and focused during turbulent times.

How Small Business Coaches Help Navigate Uncertainty

Coaching during periods of high stress, such as navigating the impact of tariffs, requires a coach who embodies ICF Core Competency #5: maintaining presence. Here’s how this skill can help small business owners:

1. Creating a Calm Space: A coach with exceptional presence provides a calm, grounded environment where the client can process their emotions, clarify their priorities, and move beyond reactive decision-making.
2. Encouraging Strategic Thinking: By being fully attuned to the client’s words and emotions, the coach can help them shift from panic to problem-solving, exploring creative ways to adapt to tariff challenges.
3. Building Confidence: Maintaining presence allows the coach to reflect the client’s strengths and capabilities, empowering them to take proactive steps toward managing uncertainty.
4. Supporting Resilience: Through active listening and curiosity, the coach helps the client explore underlying beliefs and assumptions, fostering resilience and long-term planning.

A Real-World Coaching Perspective

In the current climate, small business owners need more than advice—they need a coach. A coach who can help them navigate the emotional and strategic complexities of running a business during uncertain times. A coach who demonstrates maintains presence ensures that the owner feels seen, heard, and supported, enabling them to move from reactivity to clarity.

As I’ve highlighted in my media contributions, preparation is key to weathering the impact of tariffs. Coaches play a pivotal role in this preparation by helping owners:

• Evaluate financial and operational vulnerabilities.
• Create contingency plans for tariff-related costs.
• Stay focused on long-term goals, even in the face of immediate pressures.

How Can I Become a Small Business Coach? 

To provide this level of support, coaches must be equipped with the skills to maintain presence even in high-stakes conversations. Programs like the Small Business Coaching Foundations course train coaches to develop these competencies, empowering them to:

• Stay attuned to their clients’ needs and emotions.
• Foster a space for strategic and creative problem-solving.
• Help clients regain focus and confidence during uncertain times.

For small business owners navigating the challenges of tariffs, having a small business coach with credentials who excels at maintaining presence can be the difference between feeling overwhelmed and finding a way forward.