What are some best practices for obtaining consent from prospects before contacting them?
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Depending on your location, industry, and target market, there may be different legal and regulatory requirements for obtaining and managing consent. For example, in the European Union, the General Data Protection Regulation (GDPR) sets strict standards for how to collect, store, and use personal data. You should familiarize yourself with the applicable laws and codes of conduct, and ensure that your lead generation processes comply with them. You should also be transparent and clear about how you will use your prospects' data, and provide them with easy ways to opt out or change their consent at any time.
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If you’re a global company you should ensure your consent language is standardized and consistent with regional privacy laws to ensure compliance. Your global teams should be advocates for and trained on best practices.
Not all prospects are the same, and neither are their consent preferences. Some may be more willing to share their contact details and receive your messages, while others may be more cautious and selective. To obtain consent effectively, you should segment your audience based on their characteristics, behaviors, and needs, and tailor your communication accordingly. For example, you could use lead magnets, such as ebooks, webinars, or quizzes, to attract prospects who are interested in your topic and offer them a value exchange for their consent. You could also use lead scoring, such as tracking website visits, email opens, or social media interactions, to identify prospects who are more engaged and ready to hear from you.
Different prospects may prefer different channels of communication, such as email, phone, text, or social media. To obtain consent from a diverse and wide range of prospects, you should use multiple channels and methods to reach out to them. For example, you could use landing pages, pop-ups, forms, or chatbots on your website to capture email addresses and consent. You could also use social media platforms, such as LinkedIn, Facebook, or Twitter, to connect with prospects and invite them to join your email list or sign up for your offer. You could also use direct mail, events, or referrals to generate leads and obtain consent offline.
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Regardless of the channel you utilize ensure you’re being transparent with your audience regarding how you’ll be utilizing it. For example, if you’re capturing information on a landing page for emails and also plan on utilizing SMS as part of your outreach, be sure to state that in your opt-in language on the form fill.
One of the most important best practices for obtaining consent is to make it easy and clear for your prospects to understand what they are agreeing to and how to change their mind. You should avoid using complicated or ambiguous language, pre-ticked boxes, or hidden clauses that may confuse or mislead your prospects. Instead, you should use simple and straightforward words, opt-in boxes, and clear statements that explain the benefits and purpose of your communication. You should also provide your prospects with easy and visible ways to access your privacy policy, unsubscribe from your messages, or update their preferences.
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- Keep the consent statement clear and simple for your prospect to understand what they are agreeing to - Make sure privacy policy is easily visible to read - Include details on how the user can Opt out anytime
Finally, obtaining consent is not a one-time event, but an ongoing process that requires building trust and value with your prospects. You should respect your prospects' consent and only contact them with relevant and valuable information that matches their interests and needs. You should also avoid spamming, overloading, or annoying your prospects with too many or too frequent messages that may cause them to lose interest or opt out. Instead, you should nurture your prospects with helpful and engaging content, such as tips, insights, case studies, or testimonials, that demonstrate your expertise and credibility. You should also encourage feedback, interaction, and referrals from your prospects to strengthen your relationship and loyalty.
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Upon the initial contact, omit selling but ask many questions to better understand the prospect's positioning. Only afterwards is is possible to directly pinpoint the issues and together resolve them: - No doubt you have a busy schedule; what motivated you to speak with me today? - What most caught your attention from what you read about our services? - Please give more details about your current situation. - Have you ever considered...? - We have several routes you may consider; which one(s) may interest you? Caution, never make assumptions; always ask, even after you realize the better approach to ensure long-term client loyalty.
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