Most companies are cutting costs, and as a result, will be looking for more affordable vendors or new ways to do things. If you pause outreach now and don’t build pipeline, you will be in a far worse place in 3 months.
First, let’s look at the data. After the data validates our decision, we’ll break down which target markets and solutions are safe to sell right now, followed by how to write a truly empathetic message that gets replies.
Sales Data During CV-19
LinkedIn reported a 2,781% growth in engagement. With engagement way up on LinkedIn, it’s no surprise our clients are seeing more connections made, and more conversations started.
![](https://cdn.prod.website-files.com/5d83f4db894d70b084ded055/5e8d02c558c1683b1f81665f_LinkedIn%20Engagement%20Increase.png)
Based on 100 clients pulled randomly, with no changes to their campaigns, connection request acceptance rates are up 14%.
![](https://cdn.prod.website-files.com/5d83f4db894d70b084ded055/5e8d0250195b02131b41fe43_Cleverly%20COVID-19%20Testimonial.png)
One of our clients even saw a 4X lift in replies and booked meetings in March versus February 2020.
Here were his sales metrics from Jan 20 - Feb 20:
- Connection Requests Sent (1980)
- New Connections Made (209)
- Replies (59)
Here were his sales metrics from March 1 - March 30:
- Connection Requests Sent (1758)
- New Connections Made (373)
- Replies (209)
![](https://cdn.prod.website-files.com/5d83f4db894d70b084ded055/5e8d034e2eee78acab049dd7_Cleverly%20Client%20Results%20During%20COVID-19.png)
Who Should Be Selling and Sold to During CV-19
Regardless of who you sell to, what you sell is equally important. For example, selling into hospitals is a hard no, unless you sell something with an immediate need: masks, disinfectants, recruiting Nurses or Doctors, critical medical supplies.
If you answer yes to one of these 3 rules, you should be prospecting:
- Can you help a prospect save money?
- Can you fill an immediate need that resulted from CV-19’s business impact?
- Can you educate your prospect on a better way to do business?
Free education is a great way to build your sales pipeline right now, which most businesses can leverage. Even selling into restaurants may be okay if you’re a financial advisor or CPA with clear advice on how to apply for and get the most cash from the stimulus package.
Having said that, there are a few industries that are more heavily impacted by CV-19, and therefore will have less cash or little time.
If you’re prospecting into one of these industries below, you should offer free value, instead of selling:
![](https://cdn.prod.website-files.com/5d83f4db894d70b084ded055/5e8d038fa1b1cc1cc88a4c93_Industries%20Most%20Affected%20by%20COVID-19.png)
How To Write an Empathetic Message
Jake Dunlap stated it well, “Just saying, I know things are crazy right now, or I hope you’re well, without it connecting to something later in the message is not empathy.
Here’s how to write an empathetic message:
- Learn how your target market was specifically affected by COVID. Many construction firms are an ‘essential business’, so they’re still going to work.
- Tell them how you’re more affordable than whatever they’re currently doing.
- Change your CTA to something that would bring them direct value right now.
Real snippets from empathetic messages we’ve drafted for clients:
IT Consultant:
“Hey Lisa, I’m Trevor. Because people are running out of shows to watch on Netflix, we’ve hosted a free educational Zoom session for CTOs on how to verify if remote employees are staying productive. Mind if I shoot you the recording? If you’re too busy, I can send over a few bullet points instead..."
Marketing Agency:
"Jackie—Facebook Ad prices are down 67%, is it worth a short call to show you how my eCommerce clients are tweaking their ads to keep sales up?"
Job Platform:
“Hi Ajay! I have 10,000+ Tech professionals in Cali looking for new roles right now on our job board and would love it if you could speak to some. During COVID-19, we are offering free and unrestricted access to our talent pool. Can I follow up with more info?”
![](https://cdn.prod.website-files.com/5d83f4db894d70b084ded055/5e8d075bf5d16a0be1a33419_A%20man%20who%20stops%20advertising%20quote.jpg)
If you want Cleverly to write an empathetic message for you, then build your pipeline now, for when things pick back up, let’s chat.