In times of tariff uncertainty, businesses must take a proactive and diversified approach to generating new prospects and revenue. Here are the top five ways to do that effectively:
- Strengthen Domestic Outreach
Why it works: As companies brace for increased costs on imports, many are re-evaluating their supplier base and prioritizing domestic partners to mitigate risk.
Action Steps:
- Position your company as a U.S.-based, tariff-resilient alternative.
- Use targeted campaigns emphasizing speed, reliability, and supply chain security.
- Highlight “Made in America” or domestic sourcing benefits.
- Educate the Market with Thought Leadership
Why it works: Buyers are actively looking for insight on how to navigate the uncertainty. If you’re the one helping them understand it, you gain trust and attention.
Action Steps:
- Host webinars, publish blog posts, or create LinkedIn content explaining how tariffs could impact different sectors—and how to respond.
- Provide tools like readiness checklists or sourcing playbooks.
- Position yourself as a guide, not just a vendor.
- Leverage Supplier Diversity as a Value Driver
Why it works: Even with economic uncertainty, many companies are doubling down on ESG and diversity commitments—especially in the private sector.
Action Steps:
- Promote any veteran-owned, minority-owned, or diverse-owned certifications you hold.
- Tap into supplier diversity networks and matchmaking events.
- Offer strategic partnerships to companies looking to diversify their vendor pool under pressure.
- Partner and Collaborate to Expand Reach
Why it works: Strategic partnerships help you enter new markets faster, share risk, and leverage existing relationships others have built.
Action Steps:
- Form alliances with logistics, procurement, or consulting firms who are also navigating tariff changes.
- Bundle services or create referral agreements to deliver more value to shared audiences.
- Explore joint marketing campaigns targeting sectors vulnerable to tariff hikes.
- Double Down on Retargeting and Email Nurturing
Why it works: Prospects may not buy now due to uncertainty—but they’re still researching and evaluating.
Action Steps:
- Use retargeting ads for website visitors and email openers.
- Implement lead scoring to identify and nurture warm prospects.
- Send drip email sequences focused on resilience, readiness, and value planning.