How Tariffs and the US Economy Can Impact Your Outbound Pipeline

Right now, tariffs and economic uncertainty aren't just headlines, they're conversations happening in real-time with your prospects, internal conversations on slacks and business influencers on LinkedIn. Ignoring these factors, especially when cold-calling senior leaders like CFOs, can hurt your credibility and slow down your pipeline.

Why SDRs Should Care About Tariffs

Tariffs matter because they:

• Tighten budgets: Companies facing higher operational costs from tariffs will hesitate before investing in new tools or services.

• Extend sales cycles: Economic uncertainty means more stakeholders, more scrutiny, and more approvals needed.

• Change priorities: Companies impacted heavily by tariffs may halt new projects or pivot their strategic focus.

What Does This Mean for Your Pipeline?

• Expect more pushback on pricing and ROI.

• Anticipate CFO involvement earlier in the sales process.

• Prepare for prospects shifting priorities mid-cycle.

• More “We’re just going to wait this out.”

Talking to CFOs During Economic Turmoil

Cold-calling CFOs right now? Don’t shy away from economic discussions—especially with industries directly affected like Manufacturing, Retail, and Tech.

Instead, show you’re in touch with their challenges by proactively addressing economic impacts. Here’s how:

• Be upfront: "I'm speaking with a lot of CFOs in manufacturing who are grappling with tariff-related cost spikes. How's your team handling these pressures right now?"

• Demonstrate empathy and credibility: CFOs appreciate SDRs who understand their world. Acknowledge their economic reality first, then introduce how your software can specifically help mitigate their concerns.

• Position your Software as a Solution to Uncertainty: Whether it’s helping with forecasting, providing peace of mind or managing supply chain understand how your software can help you.

How to Clearly Position Your Software During Economic Uncertainty

When times get tough, your prospects look for solutions that offer:

• Cost control and visibility

• Risk mitigation

• Operational efficiencies

• Peace of mind and strategic focus

Examples of positioning your software:

• FinTech/Planning Tools:

  • "Our financial planning software gives you real-time visibility into cash flow and scenario planning. This helps your finance team proactively model tariff impacts and make strategic decisions faster."

• Cybersecurity Tools:

  • "Security breaches cost significantly more during economic downturns. Our solution helps prevent these risks, allowing your executive team to stay focused on navigating strategic challenges rather than security threats."

• Supply Chain Software:

  • "Our supply chain analytics tool provides real-time insights into tariff impacts and helps you quickly adjust sourcing strategies to minimize disruptions and cost increases."

Real-World Example from Planful

At Planful, we experienced firsthand how economic uncertainty impacted prospect decisions during the COVID days. Instead of ignoring it, we pivoted our outbound messaging to emphasize scenario planning and financial forecasting.

By addressing CFO concerns directly, we were able to:

• Increase outbound-generated pipeline by 35%

• Shorten our sales cycles

• Secure stronger and more strategic deals with CFO buy-in

Additional Actionable Tips for SDRs

• Do your homework: Understand exactly how tariffs affect the industry you're prospecting. Show prospects you’ve done your research to immediately gain credibility.

• Adapt messaging quickly: Adjust your outbound sequences to speak directly to current economic conditions and the prospect’s pain points related to them.

• Increase personalization: Add a personal touchpoint referencing recent tariff news or economic updates relevant to their industry.

• Prepare concrete examples: Be ready with relevant stories or examples from your own customers who successfully navigated similar economic disruptions.

Key Takeaways

• Tariffs impact pipeline: Budgets tighten, sales cycles lengthen, and priorities shift.

• Lean into economic conversations: Proactively address economic concerns when talking to CFOs.

• Highlight specific benefits during uncertainty: Clearly position how your software supports cost control, risk reduction, and strategic decision-making.

The bottom line: Stay informed, proactive, and adaptable. Economic uncertainty doesn't have to stall your pipeline if executed correctly it can actually amplify your pipeline.