The European Union will introduce new laws on data protection — GDPR (General Data Protection Regulations) — on 25 May 2018. These new rules will impact every business operating with the EU, or dealing with clients who are EU citizens. In this blog post, here’s what you need to know about GDPR for sales teams.

The new regulations are not a step change either. They represent quite radically different ways of working compared to the processes in place since 1995, when the last data protection laws were passed. One function within business that will be highly affected is that of sales and marketing. If you work within this department, here’s what you need to know about the GDPR.

GDPR for sales teams: What you need to know

A move to campaigns that have ‘data protection by design’

Typically, sales and marketing work together to conceive and execute a marketing strategy, then deal with the holding of data as and when it needs to be managed. In the wake of new policies, teams are urged to approach campaign building from a ‘data protection by design’ perspective.

You’ll need to consider how campaign ideas will require the use of client or customer data; if you don’t have the audiences’ explicit consent to contact them on this topic, you won’t be able to run the campaign. Designing for added privacy from the start will allow you to identify any obstacles, in light of the GDPR, and innovate in line with them.

If you’re still confused by the definitions of ‘consent’ or what is (and isn’t) permissible under new legislation, then Sage’s guide on the GDPR has further information.

Innovations such as beacons and geotagging just got more complicated

The last few years have seen some exciting new sales tools come to the fore; for example, beacon technology and using mobile phone data to send geo-specific sales promotions to customers. Unfortunately, these innovations will be derailed if you’re not able to attain consent from the audience.

Indeed, having received consent previously will not be enough. To comply with GDPR rules, you’ll need to reattain freely given consent and be able to demonstrate how you received this, in order to engage with your customers in a way that requires data such as a cell number, email address or location.

You’ll need to revisit your email campaign mail list

Even the humble sales email — or initial contact with prospective clients through LinkedIn – must be reviewed. You’ll need to design a means of allowing your subscribers to opt-in for correspondence, without having to actually email them as this would be in breach of the GDPR.

LinkedIn is suggesting you act now to expand your direct network on the social site, to minimize the fall out come May. Nevertheless, LinkedIn Premium members will still be able to InMail second and third-degree connections.

Cold-calling hasn’t been outlawed just yet

In an unexpected outcome, the method of direct sales calls — or cold-calling — hasn’t been barred by the changes in GDPR. Certainly, processes around this sales method will need to evolve, but the behavior will still be legal.

GDPR for Sales teams: start planning now

With such interruption expected within sales and marketing functions, it’s advised that you start planning sooner rather than later for the introduction of GDPR. Failure to do so could lose you custom and profit.