How To Change Your Prospecting Tactics During Covid-19


Businesses work on a straightforward ideology- that is, to continuously fill a pipeline of prospects, close them, and grow your business. However, it is easier said than done, especially in the B2B sector. Prospecting here is a different art altogether, not to mention it is extremely straining and back-breaking.

High-value prospects bring in the most revenue, but the presence of competition and lack of trust-building make B2B prospecting a tedious and dreaded task. With the recent pandemic in motion, causing fear and anxiety in the minds of business leaders, it’s all the stiffer.


You cannot depend on your in-person meetings and face-to-face sales pitches anymore. And have to reengineer your team with effective remote working tactics. It is unchartered territory for the majority of the sales reps, but it is the only option to keep your pipeline from running dry.

Combine them with a few more tricks to have a successful prospecting campaign, even during these unsettling times.

1. Email prospecting with softer selling

Email prospecting has a historical success rate in sales prospecting that has been significantly reduced since this pandemic.

Pushy and aggressive sales advertising will not work anymore because companies are already dealing with a lot of pressure triggered due to this upsetting situation. Most firms that have been affected by the coronavirus lockdown are straining themselves to adapt to the new way of operation – remote working.

email prospecting

In this situation, conventional cold emails are only going to repel your leads. They will find you indifferent to the situation and not want to waste time on your call.

Rewrite your email templates with a softer approach to selling. Acknowledge the hard times, align your message with the client’s prioritized needs, and share insights that they value. Keep an optimistic vibe throughout, and don’t stress on sale but value.  

A softer and more flexible approach can not only help you win deals but also hearts.

RELATED POST: A Definitive Guide to Cold Emailing – How and What to write?

2. Embed empathy in sales efforts

All businesses are down, and it is not the time where you can afford losing your loyal consumers or even your leads. Uncertainty is omnipresent, budgets are dwindling, and slowdowns are creating defensive holes in the minds of key decision-makers. At this point, if you send an email that makes them feel like a name on a list, you will never hear from them again.

The only way you can plug these holes is by imparting granular empathy in your efforts. Craft every message you send them with sensitivity, assure them that you genuinely understand their situation, and are not taking advantage of it for your own business.

embed empathy

Build a connection with your prospect – imagine yourself in their shoes, think about their immediate pain points, display your gratitude, and offer your services as an advisor, more than a salesperson.

Not only will you gain an edge over your competitors’ cold calling, but also be able to present your solutions in a more sophisticated manner.

RELATED POST: 10 Best Cold Calling Techniques That Really Work

3. Offer value, not price-cuts

In difficult times like these, where the financial standing of each company is going down the chart every day and the leaders trying all their might to keep themselves from going bankrupt, prospects are sure to withdraw themselves from the new contracts. The priority will be to retain old contacts and then put resources into new assets.

The obvious conclusion: prospects will pay the least attention to new sales until the product proves to be an ROI, or they are in dire need of it. Hence, you need to focus on emphasizing the value of your product and not its price.

offer value

Even though businesses are dealing with a slowdown and have non-negotiable budgets, don’t try to sell your services with price cuts until absolutely necessary. It will not convince them to buy. Instead, your product will be perceived as non-valuable, and you might come off as extremely desperate to sell.

Offer the actual utility of your work. Give them meaningful insights and align your product with their issues. Though very tempting, price cuts will only cause further damage to your authority and business.

4. Keep your content COVID ready

If there is one positive impact of the coronavirus pandemic on businesses, it has to be the amount of material and scope it has given them to create fresh content.

A topic that is broad and trending, to say the least, content – whether marketing or entertainment, has got a makeover since the virus has set in. It is a one-time opportunity for you to hit big with your content marketing.

covid ready content

Depending on your industry, most of your prospects will have their own pain points concerning the pandemic and its consequent impact. You need to channelize these points into your content marketing efforts and adapt these angles to your single pitches.

Concentrate on answering the questions and attempt to solve them. Improvise it with the same old SEO rankings, use omnichannel marketing, fire up your social media and get your point down to the audience on a profound, human level showing them that you’re not indifferent to their issues.

Empathizing with your client’s concern in this troubling situation will take you a long way.

RELATED POST: Effectiveness of Digital Marketing during Tough Economic Times

5. Substitute sales pitches with virtual presentations

Now that social distancing is becoming the new normal, the way ahead is undoubtedly going to be virtual. Your travel and in-person meetings are going to take a backseat while video conferencing apps take the lead.

Get ready to present most of your full-blown sales pitches over the web. However, virtual presentations is not an excuse to be dull and monotonous. You don’t want to put-off your prospects with non-interactive pitches that further compel them to switch off their videos, mute you and never come back.

sales pitch

Work on your organization skills and make well-designed and informative presentations. Experiment with virtual tools and be creative with your approach.

Virtual factory tours to give an insight of your modus operandi, in-depth demos to elaborate the star features of your solution or even a comprehensive web conference detailing the master brains of the product so pitched – there are a lot of ways virtual can empower your sales pitches and help you seal the deal.

Virtual is going to stay, and it is best for you to repackage your sales efforts into it.

RELATED POST: 10 Productivity Boosting Tools When You Work from Home

Don’t stop selling!

The time does call for panic and rush, but don’t give in to that temptation. Even if things are not be working out properly, keep calm because the world is not closing in on you alone. Everyone is in this same boat, trying to row through this.  

What is important is that you do not stop your selling. There will be stalling, there will be unsuccessful attempts, and then there will be losses, but you have to adapt to the change.

You might come across prospects who are not willing to invest right away, but if you follow these tricks, you will be the only one they remember after the dark night is over.

Things are not becoming normal anytime soon, but if you keep your calm and continue your pursuits, you will have better control at prospecting.

For businesses who are overwhelmed with this never-seen-before situation:

It may seem contradictory but this is the best time to contact expert B2B sales and marketing consulting firms. They can help you rebuild your sales funnel in response to this pandemic and close high-value deals even at this grim hour.

If you are still worried about your sales prospecting,
right away, and we will take up from there!