If your sales process relies heavily on cold emailing or calling prospects, then there is something crucial for you to know about the European General Data Protection Regulation ( GDPR). At the most basic, the GDPR changes the way outbound sales teams can collect and use personal data like name, ID, email addresses, and other details. So, whether you buy lists of leads to fill out your pipeline, automatically add new inbound contacts to your sales funnel or search prospects from social media platforms, the sales strategies that you have been using to turn prospects into customers are going to have to dramatically change. There are a lot of questions about how the General Data Protection Regulation can affect salesforce. Here are the 10 biggest concerns that sales teams have about staying compliant while prospecting. Q. What does the GDPR cover and do I need to care about it if I’m outside of Europe? It provides EU citizens more control and transparency over who can use and store their personal data. This means using personal data to build contact sales leads, a company has new responsibilities around collecting and processing that data. Personal data includes names, phone numbers, IDS, email addresses, IP addresses, mobile device IDs, and even encrypted data. For any sales team, personal data is crucial for outbound sales. Under this protocol, you cannot use personal data (like a phone number or email address) without the consent of the person to be contacted by you. This may sound like no more sending out cold prospecting emails, product demos, or quick catch-up without that person opting into receiving your messages. But here are a few things that you must understand about the General Data Protection Regulation. GDPR is only for your sales prospecting towards citizens of the EU. You need to be concerned about the guidelines if your business either:
- Offers services or products to EU citizens.
- Has an established presence in the EU.
- Use their personal data in some other way like monitoring or profiling them.
- Given freely
- Transparent and specific about what it will be used for
- Easy to withdraw at any time
- Focus more on content marketing and inbound sales: Moving forward, inbound marketing and sales are going to become more important. Organizations should take time to ensure that all the forms are set-up to properly gather personal data and get consent.
- Buy relevant lists with documented consent: You can still buy lists of leads under this protocol, but you must ensure that those lists come with attached metadata explaining how and when each person gave consent. If you can prove that clients consented to receive emails from you, the list is fine to use.
- Advertising on sites that are relevant to customers: While advertising and getting inbound sales leads is legal with this protocol, you just need to ensure that you gather and track consent whenever you get a new lead.