Sales: Is the Outbound Era End?
The LGPD, or the General Data Protection Act, can directly impact your outbound prospecting process.
It came as a way to regulate the way in which companies can collect data on potential customers they wish to prospect.
It’s already a reality, and if you don’t adapt, you can be severely punished. So how to avoid such punishments?
Not! The LGPD will not kill the outbound, you will still be able to make your cold calls and your cold mails.
In fact, the General Data Protection Law appears as a measure that aims to make companies be regulated in how they manage data and people’s privacy.
To understand the consequences of LGPD for sales and for outbound, we can draw a parallel with what happened recently with telemarketing operations in Brazil.
Because people are so uncomfortable with telemarketing, there has been social pressure for there to be legislation in which the end user can choose whether or not to be activated through telemarketing calls.
In other words, the telemarketing approach became so saturated, so bad, that the government itself had to move to do something.
Today, if you receive a call like this, you can block that number and, from then on, you have the right not to receive any further contact attempts from that company you are trying to connect.
Bringing this to the B2B scenario: we had, in the past, sales forces that were based on making a lot of volume, on brute force.
These teams made a lot of calls, had a process that was very focused on sales, very robotic, sending out a lot of emails and a lot of spam.
What to do now?
Today, this can no longer happen! We know that as a best practice, you need to:
- Focus on the customer;
- Be consultative;
- Be customized in your approach.
In other words, outbound prospecting operations need more intelligence. However, this we already know.
The consequence of the LGPD is that if you are more on the brute force side, you run the risk of your lead blocking you, and you end up missing an opportunity altogether.
The conclusion we reached is that the shopping experience will be increasingly relevant. So the way you approach your customer is increasingly important.
The buyer needs to have more control and transparency of how he is actually being prospected, where his data was found, and whether or not he wants to keep in touch with your company.
What might the buyer require?
The buyer, that is, your lead, has more power. Now, by law, he can:
Have access to the source of your information
If you are prospecting the lead and it asks:
Where did you find my contact?
You need to have an organized way to show the lead exactly where you found their contact.
Request deletion of information
The lead can enter a request for you to clear the data you have about him from his bases because he has that right.
You also need to show him that you did it!
Request that you no longer contact us
Now it can not only mark you as spam, turn off your cold calls and block you from LinkedIn, it can also file a lawsuit.
With this process, if you try to contact him one more time, you can be officially fined by the LGPD.
Future of Outbound
So, in the end, what should the outbound and prospecting teams do?
Remembering that the LGPD will not prevent you from making any type of contact or gathering information. What it will do is allow the lead more control over what your company will do with it.
In other words, you need to make good approaches!
If you frustrate the lead, he will have the right to ask you not to contact him again and to no longer have access to his information.
In fact, LGPD comes as another challenge to be overcome by the best teams. Sales teams, now mainly outbound, will need:
- Use more customization variables (more intelligence for your process);
- Validate approaches across different channels (leads can choose the channels they want to communicate with, or not);
- Have more control over your base, using, for example, tags to organize leads (if someone asks you to delete the data, you have to ensure that your team doesn’t prospect that lead again).
You will need a lot more control and intelligence to work. This is LGPD’s main challenge for the outbound scenario.
But we’re still not satisfied! We are studying a lot on the subject.
We approached the people of Manucci Advogados, one of the leading experts on the General Data Protection Law in Brazil, and we are going to do a webinar with them next week, Wednesday at 11:00 am.
Let’s answer any possible questions that may arise about how LGPD can impact sales teams.
This is so important that we need to ensure that the entire market is understanding what this impact is going to be.
If you are looking for a tool that will give all this support, I suggest you talk now with our team.
We will not only answer your questions, as you will see, in practice, how our software is preparing for these changes.
Now, if you don’t want to be fined by the LGPD, like our YouTube channel, like our video and leave your comment. If you have any questions, just look for our team, it will be a pleasure to help you.