Before they're prospects or customers, they're people first - even if they're hiding behind a mask - which, actually, when you think about it, makes today not so unusual.
When you're making your cold calls, take an extra moment to build a little extra rapport. Ask how they're doing, and how their family is doing.
Showing that you care doesn't necessarily mean you're going to get the business. But not showing that you care - at a time when the world has gone crazy - can almost guarantee that you won't get the business.