The final months of the year are always challenging. The quest to finish strong while planning for the following year bring out the best in a leadership team. This period is even more demanding given the events of 2020.

Taking the time now to document the significant business impacts of the COVID-19 pandemic and resulting economic effect will provide a big payoff later. Years from now, your financials will reflect the results of the pandemic on your agency, but to communicate your story to a potential buyer you will need some level of quantitative detail.

A lesson from past downturns is to keep a detailed journal of the impacts that these economic challenges have on your agency. The more quantitative you can be now, the more complete your agency success and value story will be later.

Next step: Document the details of the COVID-19 pandemic’s impact on team, customers and prospects, efficiencies, expenses, ecosystem partners and others. The view before, during and after will go a long way in reducing the risk a potential buyer may perceive.