"Can I Send Cold Pitches During Coronavirus?" Things are different during these times-but not as different as you might think.

By Jason Feifer

If you're an entrepreneur who gets clients through cold pitches, you might wonder: Is it still OK to pitch at a time like this?

The answer: Yes, but you need to think differently about your offering and your approach.

To dig into the details, I arranged a coaching session between an entrepreneur and an industry expert—and filmed it so you can watch.

Dwaynia Wilkerson runs the content writing company Prose and Pens; she gets most of her clients through cold pitches, but is nervous about pitching now. Adam Bornstein, an Entrepreneur magazine columnist and cofounder of Pen Name Consulting, gave Wilkerson some ways to rethink her approach.

Three major takeaways:

1. Think of your pitch as a service, not just a way to get business

Consider what your potential clients are going through right now. They're scrambling, they're concerned about their business, and yet they're trying to step up and serve their own audiences as best they can. They could use some help—and that's your opening. Do a deep dive on their business before making contact, getting to know what they do, what they could use help on, and how you can create a customized solution.

"Right now," Bornstein says, "the idea of a stranger reaching out and saying, "I thought you could use this', is one of the kindest things that you could do."

2. Offer discounts now, and win long-term business for later

Everyone is scared, and budgets are tight. When you reach out to people, acknowledge the hardship and offer to help. "You have to get into the mode of giving a little bit more because we are at a time where people might not be able to give back," Bornstein says.

For example, can you offer discounted services? Can you go above and beyond to meet their needs? If so, you'll be appreciated for a very long time—and that'll pay off later. "Business is always built on the long game," Bornstein says. "If you really want your business to survive, it's a matter of cultivating relationships in the here and now."

3. A/B test your cold pitches

In times like this, you want to get the messaging exactly right. What does that look like? You won't know until you try—so Bornstein suggests creating a system to test your outreach. Write three different versions of your pitch, then send each version to about five leads. Track what happens, and then adjust based on the results.

This may sound weird and impersonal, but Bornstein encourages you to try it anyway. "It's built on the idea of science itself," he says. "Science is a matter of asking questions, getting an answer, and coming up with new questions. Is there a risk in doing it? Yes, but there's also a risk in not doing it. Not knowing is the greatest threat to any business."

For more advice, watch the video above!

Wavy Line
Jason Feifer

Entrepreneur Staff

Editor in Chief

Jason Feifer is the editor in chief of Entrepreneur magazine and host of the podcast Problem Solvers. Outside of Entrepreneur, he is the author of the book Build For Tomorrow, which helps readers find new opportunities in times of change, as the host of the podcast Help Wanted, where he and cohost Nicole Lapin solve listeners' work problems. He also writes a newsletter called One Thing Better, which each week gives you one better way to build a career or company you love.

Editor's Pick

A Leader's Most Powerful Tool Is Executive Capital. Here's What It Is — and How to Earn It.
Lock
One Man's Casual Side Hustle Became an International Phenomenon — And It's on Track to See $15 Million in Revenue This Year
Lock
3 Reasons to Keep Posting on LinkedIn, Even If Nobody Is Engaging With You
Why a Strong Chief Financial Officer Is Crucial for Your Franchise — and What to Look for When Hiring One

Related Topics

Business News

'Just Say You Are Going Broke': Starbucks Slammed For Price Increase On Popular Item

The chain will start charging $1 extra for customization on its popular Refresher beverages.

Business News

The Virgin Islands Want to Serve Elon Musk a Subpoena, But They Can't Find Him

Government officials would like to talk to Tesla's owner as part of an investigation into the Jeffrey Epstein case.

Growing a Business

My Startup Scored a Multimillion-Dollar Contract With a Fortune 100 Client in Just 3 Years. Here's What We Learned.

There's no perfect litmus test to gauge if you're ready to go after big business or not — but if you don't take the risk, you'll never realize the reward.

Marketing

5 Questions to Ask a PR Pro Before Hiring Them

You probably haven't considered asking these questions, but they're a great way to find the right PR firm for your business.

Growing a Business

The Inevitable Challenges You'll Face as Your Business Grows — and How to Handle Them

There's going to be some discomfort as your business expands, but it doesn't have to stop you from achieving massive success.

Marketing

This Location-Based Marketing Technique Is the Key to Boosting Retail Sales

Let's take an in-depth look at geofencing marketing and how it's helping retail locations drive foot traffic and boost sales.