Cold acquisition and the new legislation

There are people who wonder whether cold acquisition is still of this time. In this digital and mobile age, the ‘old way of conducting acquisition’ may seem somewhat outdated, but nothing could be further from the truth. In fact, the digital age and the fact that we can see and measure everything online mean that cold acquisition can actually be deployed far more effectively than before.

GDPR

With the arrival of the internet, people could look up their own information, buy their products on the world wide web and send emails with questions, which makes cold calling seem less and less effective. The arrival of the ‘do-not-call register’ in 2009 seemed to wring the neck of ‘cold calling’ entirely. Admittedly, the list that could be called may have become smaller, but the effect of cold acquisition was hardly affected by it.

The law that comes into force on 25 May 2018 is a different story. The new data protection law, the General Data Protection Regulation, GDPR for short, is intended to give the customer more rights and to reduce intrusive advertising. This law does make it more difficult to ‘just approach anyone’, but this can actually work in our favour.

Cold acquisition 2.0

All these rules ensure that not just anyone can be bothered by telephone and email anymore. A good thing, we think so too. It also means that nowadays, when creating a prospect list, it must first be checked against the do-not-call register. We then have to check whether the remaining prospects have themselves indicated that they want to be in our database. That takes more time and it makes the list a bit smaller. However, it also means that the people on the remaining list are actually open to contact. This means the conversation will probably be easier and the conversion on these conversations therefore goes up. Because the digital world makes it possible to measure and check everything, we can also see what interests people, so the conversation can be steered even more.

The brake actually brings success

So to the question of whether cold acquisition is a thing of the past, we can answer NO with certainty. By deploying the various ‘new’ media cleverly, we ensure that all new regulations will work in our favour. By sharing good content on the internet, we gain insight into the interests of our prospects. After that, all we have to do is keep the conversation going in the best way with good lead specialists, and cold acquisition becomes more successful than ever!

MisterSales’ approach is GDPR-proof. Get in touch here to outsource your cold acquisition too!

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Cold acquisition and getting attention