Prospect Email exampleExample of an e-mail from an interested party
What a way to have a perspective without violating the law!
Abstract: How has GDPR affected your distribution group? What has happened to GDPR to promote the sale? By its very essence, b2b distribution is highly competetive. Since 50% of all sold products go to the first organization that responds to a prospective customer, an efficient selling experience is mission crucial. No matter whether you use the telephone for a quick call to prospective clients, whether you network with prospective clients at an event, or whether you do something completely different, tried and tested strategy that quickly turns foreigners into clients is regarded as the "holy grail" in selling.
This is because there is a scientific in distribution and once you have mastered it, you can use several selling skills to quickly achieve selling rates and earn that well-deserved selling fee. There has been a big overhaul of the way you have done it in the past due to the EU GDPR Privacy Directive, which came into force in May 2018.
Non-compliance with GDPR can result in your business being faced with penalties of up to 20 million euros or 4% of worldwide revenue, whichever is higher. With the EU's largest data protection release in more than two decades imminent - and 57% of business-to-business marketers don't know what GDPR is (via Demand Gen Report) - it's finally up to you to see how GDPR affects your selling teams and how you can expect it under GDPR.
Is GDPR going to impact your distribution group? They may think that GDPR does not fit to you, but for many marketing employees GDPR means a big change in your daily prospection. Are you still reliant on bought sales to fill your distribution pipelines? Are you adding visiting cards to your mailinglist automatic?
GDPR has an effect on you and your company if you answer "Yes" to one of the above mentioned aks. And if you think that the GDPR concerns only Europeans enterprises, you are incorrect. Whether your company is located in the EU or not does not make a difference - if the information you gather about at least one of your potential customers is owned by an EU national, you are required to GDPR compliance.
The GDPR is the concept for a number of important revisions to the EU Privacy Act, which came into force on 25 May 2018. Essentially, GDPR provides EU nationals with greater oversight over their own individual information and guarantees the security of their information, whether or not it is processed in the EU.
Individual information is at the core of the search for new opportunities for distribution and GDPR will transform the way they capture, retain and use it. Which are your personally identifiable information? Now, it comes in a wide range of shapes and can involve things like name, email, telephone number and interests - the kind of information salespeople usually save in their CRM system about your potential customers.
To a greater extent, personally identifiable information may include things like IP addresses, search engines, financial information, and even health information - so it is important that you treat all kinds of personally identifiable information fairly. First, the collection and storage of the information takes place and then the use.
Let us take a more exact look at how that will be changed under GDPR. With GDPR it is a question of obtaining the authorization for the collection, storage and use of person-related dates properly. For example, the most common example of obtaining consent is a web application - with a hyperlink to a policy - or a subsequent email.
According to GDPR, individual persons have the right to be notified of what information you gather, why you gather it, and how you use it. Persons also have the right to be notified of the purpose of having their details processed and the length of time their details are kept (you can find out more about the individual's right under Articles 13 and 14).
Therefore, if you have not obtained your permission at the point of collection of your personally identifiable information, you must notify it within 30 calendar days of receiving the information that you have done so and the reason why you are storing that personally identifiable information in your system. So if the individual responds to such a post and asks you to erase their information, you must respond and erase it from your CRM databases.
There may be instances where you are obliged by law to retain your information, even if they require you to do so. In this case, your DPO must notify the individual that you are obliged to retain their information and the reason for doing so. If, however, you do not receive any feedback after a fairly and reasonably conducted consultation, you can be assured that the storage of your information will not be a concern - provided you have a justified interest.
Make sure you do not post marketers ( unless you have decided to do so) and keep a record of your approval to remain GDPR-conform. As soon as you have obtained your approval to save the information you have about a potential customer, the next thing you need to do is use it to help you find new business.
You must be cautious, however, because GDPR limits the way you can handle (or use) this information. Today, for example, if you are collecting an email from a potential customer, they are usually added to a wide range of selling and merchandising email listings, such as When someone is downloading a whitepaper, you' ll email them a whitepaper with a live tutorial invite later.
When someone asks for more information about your price packs, please include them in your leading email mailing lists. When someone phones your company to ask for a free evaluation version, just email them a number of on-boarding e-mails. As well as informing people that you have a record of them when you record personally identifiable information such as an email email address, when you do so you must ensure that your potential customers sign out or subscribe to a particular email mailing lists before you begin mailing your promotional notices.
Put in simple terms, you cannot expect to be allowed to broadcast bulk email marketing because you have their email addresses. A way to do this is to enable potential customers to administer their email accounts using a account administration tools. Before you can, however, think about the storage and workmanship of person-related dates, you must find these first - we look at ourselves therefore how you can potentiate under GDPR.
GDPR for many organizations means that distribution forces must make some changes to their selling practices to maintain compliance. There are 7 prospectus technologies that you should consider now that the new ordinance has entered into force. Recently, if you've been emailing and talking autopilot customers, you need to stop.
GDPR does not allow you to automatically email potential customers for sale without their consent. These include demos of products, rapid education and "just reaching" e-mails or any other type of communications that your potential customers have not asked for. Unless you've never been in touch with a potential customer before, you should prove in the distribution support email that you tried to call them before sending them an email.
The following example clearly shows that no effort was made to contact me by telephone and therefore comes under the heading of face-to-face communication. In order to be able to send this type of email within a post-GDPR environment, you must first obtain the approval of the potential customer.
However, you can still email potential customers when the email is sent to an individual rather than to a group of people ( if it contains a opt-out hyperlink, it's most likely automated), and if you have added a hyperlink to your policy that explains why you contact them at all (i.e. you have a valid interest).
This is a new concept for many field representatives. Today, only one out of four field representatives still uses our employee service. But for those who use it, it has quickly become a favorite form of advertising! But the good thing is that GDPR doesn't stop you from meeting and interacting with prospective clients on online community sites.
No matter whether you contact your clients and ask for referrals or choose to directly contact new leads directly, you can still use your entire selling experience with your people. When using LinkedIn or another corporate networking site, here's a convenient copy and past tool when sending a call inquiry to start the call.
Spam advertising of your online community does not deliver better results than if you were targeting potential customers on another platform. When the call moves outside of your normal online community, you have a reasonable interest in emailing or calling them. Permission to make and receive communications cannot, however, be regarded as permission to broadcast bulk mailings!
Buy leader listings can often be a good way to fill the distribution pipelines - either in case of dry spells or to complement your current brochure work. When you purchase leads that contain personally identifiable information from third parties "Lead Generators", they not only need your permission to provide this information to you, but you must also obtain express permission to use the email address listed on the mailing list - unless they have given their permission to be contacted by associated companies.
_GO ( i.e. they said "yes" that their information will be disclosed to third parties). You must, however, provide evidence of your acceptance from the third person from whom you bought the Schedule and you must also allow that person to opt out of your email campaign. When you have already bought lead (s) on your mailinglist - but have not yet made contact - you will need to verify the third party's agreement before sending your mail.
However, is GDPR permitted for cryogenic acquisition? But the good thing is that the GDPR does not apply the same rules to CIP, which gives it a new meaning, which is good information for CIP people! In this phase, it's a good idea to repeat that every times you are adding a new potential customer to your customer relationship management system, you'll need to get their approval before you can begin to send promotions.
So while you are on the call with the potential customer, just ask them if they want to get the newsletter. When they say yes, you can give them a shortcut to a "Manage My Subscriptions" page where they can sign up for certain messages, contents, and upgrades. One of the challenges with Kaltakquise is that it can be hard to keep track of your approval unless you are recording a call with a potential customer.
In order to get over this, you can answer the call with an email that summarizes everything you've talked about. Make sure you specify the following in this e-mail: Why you phoned them, What was arranged during the call, Why do you track by email. Here is an example of what this email might look like.
Every times you email this information, make sure you keep it in your records under the potential customer's contact information. When the potential customer replies and asks to be taken off your mail inglist, you must do so. Much of the network is based on the old traditions of exchange of business card.
Historically, this involved taking the information on a calling-card such as name, firm, and email and saving it to your CRS. Whilst you may still share and retain visiting information, you may not use their email addresses for promotional activities unless you have given their permission and have chosen to do so.
They can still email single items and contact potential clients who have given you their calling cards since a justified interest exists. Today, you can just answer the handset and call or email new leads who have been directed to you by your current clients.
With GDPR, you can still call and email potential clients on the basis of current client testimonials. The best way to get new leads through a referral is to ask your current client to meet you both and tell them why he/she is doing it. In addition, the use of e-mail means that the implementation will be captured in digital form.
Naturally, not every client is willing to email you to your advantage. In order to help you do this, here is a templates for sale emails that your clients can email to present you. When you use a web based information collection request page, now is the right moment to verify the nature of the information you have collected.
The GDPR demands that you provide legal reasons for the personally identifiable information collected from website users. While the question of the magnitude of your individual earnings and date of birth will help you pinpoint and prioritise the lead you receive, you need to make sure that you can demonstrate why you are asking for it.
Otherwise, if you can't explain the additional information, just focus on the question of name, firm, and corporate email adress. They must also be clear as to how and for what purposes you will use their information and give them the ability to subscribe or unsubscribe accordingly (through a subscriptions administration tool).
That means that just because they typed in their email addresses to register for a live seminar doesn't mean they want to unsubscribe to every mailinglist you have. Interested parties must register to recieve email campaign communications in order to understand how to register. The way you look at it has been changing since 25 May 2018.
Rather than trying to resell to new prospective buyers who are not on the open to buy, GDPR compels you to concentrate on establishing relations and resell to those who actually want to listen to you. At the same time, you are confronted with interested parties who are much more committed and willing to buy.
With GDPR, you can concentrate on high value perspectives and not on a lot of potential customers - so it should make your work a lot simpler in the long run. Keep in mind that GDPR is not about limiting the way you attract potential customers and create new businesses. GDPR compliance will enable you and your distribution staff to quickly achieve your key metrics, deliver higher lead levels, engage more potential customers and eventually achieve higher closing ratios.
Does the information you gather and save comply with GDPR? Otherwise, please do not hesitate to visit this free GDPR check list.