If you’re waiting for potential clients to voice a need right now, you may be waiting a while. And they’ll be losing out in the meantime.

Even under the best of circumstances, clients are often shortsighted or mistaken about what is in their self-interest. As a professional, you are likely more attuned to the consequences of inaction than your clients are. You recognize that, in this moment when many are especially reluctant to spend money, addressing issues sooner rather than later will be well worth the upfront costs. All the unknowns will make a lot of business owners want to hit the pause button when it’s more important than ever to deal with certain problems.

During a crisis, it’s crucial for business development that professionals define the needs they serve. Landlords without rent coming in probably aren’t looking to hire a law firm even though a workout could save them from foreclosure. Likewise, retailers seeing a huge drop in sales probably aren’t looking to pay their employment lawyer. It’s up to the lawyer to explain the benefits of an updated employment handbook and new training processes, as well as the costs associated with non-compliance when it comes to the new rules around paid sick leave.

You, as the provider of such preventative measures and other valuable solutions, should take it upon yourself to anticipate these needs and articulate them in your messaging. The people you’re speaking to will likely be feeling the instinct to crawl into their shells, and it’s your job to clearly explain why that isn’t in their best interest.

Describe the problem these clients can expect down the line if they don’t take certain steps now. Then, have something specific and deliverable to offer that will solve this for your audience before it has the chance to become a bigger issue.

While you’re very much aware of the ways you can provide critical support to your clients right now, they may not be. Make these points clear to give them the best chance to weather this crisis and yourself the best chance to help.