Succeed in commercial marketing in 2026

What is commercial canvassing?

A few sentences to help frame:

Commercial canvassing includes all the actions by which a company comes into direct contact with a person (consumer or professional) to offer them a product or a service, on its own initiative. It is different from mass advertising and follows a specific legal framework, especially when it is aimed at individuals.

General definition of commercial canvassing

• Contact initiated by the seller (and not by the customer)
• Direct and personalized communication (telephone, email, face to face, networks...)
• Objective: to propose an offer, arouse interest, obtain an appointment or a sale
• May aim at:
  
  • of consumers (B2C)
  • professionals/businesses (B2B)

Legal definition of commercial canvassing in France

In French law, we mainly talk about:

Bon à savoir

Selon la DGCCRF, les pratiques commerciales trompeuses et agressives font partie des motifs les plus fréquents de sanctions en matière de démarchage, notamment dans les secteurs de l'énergie, de la rénovation et des services financiers.

Commercial canvassing, commercial prospecting and advertising: what are the differences?

• Commercial canvassing
  
  • Direct, personalized contact (telephone, individual email, visit...)
  • Initiated by the seller
• Commercial prospecting
  
  • Broader term: includes canvassing + marketing actions (inbound, targeted advertising...)
• Publicity
  
  • Mass communication (billboards, TV, social networks...)
  • Not personalized or less targeted
  • Does not always fall within the legal framework for canvassing

‍

To learn more about modern acquisition strategies, check out our complete guide to B2B prospecting which details methods, tools and best practices adapted to 2026.

Concrete examples of commercial canvassing in B2C

Concrete examples of commercial marketing in B2B

• Phone calls to propose:
  
  • management software for SME managers
  • consultancy services to HR directors
• LinkedIn messages sent to:
  
  • marketing directors to offer an emailing tool
• Professional emails sent to:
  
  • contact@entrepriseX.fr or prenom.nom@entrepriseX.fr to present a professional training

The objectives of commercial marketing (acquisition, loyalty, upsell, etc.)

• Acquiring new customers
  
  • Generate appointments
  • Get direct orders
• Loyalty and reactivation
  
  • Relaunch inactive customers
  • Offer a maintenance or renewal contract
• Upsell/cross‑sell
  
  • Suggest a higher version of the offer
  • Selling complementary services
• Market test
  
  • Validate the appetite for a new offer
  • Qualifying a customer segment

Persona: Who is this marketing guide for?

This guide is intended to be very operational. The following sections will help you identify what is most relevant to you.

VSE/SME manager who wants to structure their approach

• Typical needs:
  
  • Clarifying the legal framework to avoid sanctions
  • Set up a structured prospecting process
  • Choosing the right tools (CRM, phoning, emailing)
• Key sections for you:
  
  • Types of canvassing
  • Organizing a campaign
  • KPI and management

Field salesperson or teleprospector who wants to improve his results

• Priorities:
  
  • Improving the speech (scripts, pitch, handling objections)
  • Manage time and priorities on prospects
  • Remain compliant while performing
• Key sections:
  
  • Canvassing script
  • Best channels
  • Common mistakes to avoid

Freelancer, freelancer or consultant who must find his clients

Marketing/growth manager who manages commercial prospecting

• Key expectations:
  
  • Understand the legal limits for your multi-channel campaigns
  • Set up prospect paths combining telephone, email, social
  • Track KPIs and automate without crossing regulatory red lines

Creative entrepreneur who discovers commercial canvassing

• What you especially need to know:
  
  • The legal bases for canvassing (telephone, email, social networks)
  • How to build a first compliant lead file
  • How to test your market through canvassing without damaging your image

Private reader wishing to understand their rights in the face of canvassing

• Main questions:
  
  • Can I be called at any time?
  • Can I refuse or unsubscribe?
  • What remedies are there in case of harassment or fraud?
• Priority sections to read:
  
  • Law on canvassing
  • Protect yourself from abusive canvassing
  • Refusing/stopping cold calling

What are the different types of commercial canvassing?

Canvassing can take many forms. Knowing them allows you to adapt your strategy... and to respect the rules specific to each channel.

Telephone canvassing (teleprospecting, phoning, call centers)

• Outgoing calls for:
  
  • Making an appointment
  • direct sale
  • file qualification
• Made by:
  
  • internal teams
  • outsourced call centers

Face-to-face commercial canvassing (door to door, street, trade shows...)

Commercial canvassing by email (cold emailing, reminders, newsletters)

• Cold email: email sent without prior relationship
• Reminders: email to a prospect already contacted or interested
• Newsletters: regular communication after registration

Commercial canvassing by post

• Shipments from:
  
  • custom letters
  • addressed catalogs
  • targeted promotional offers
• Often perceived as less intrusive but more expensive and slower

Commercial canvassing via social networks (LinkedIn, Facebook, Instagram...)

Direct marketing via instant messaging (SMS, WhatsApp, social media messaging)

• Advantages:
  
  • Very direct and read quickly
  • High open rates
• Risks:
  
  • Intrusive feeling
  • High expectations in terms of consent and unsubscription

Hybrid marketing: combining several channels in a prospect journey

What is the law on commercial canvassing?

The rules below are based on the texts in force known until 2024. It is prudent to check for any updates by 2026 (official sites: service-public.fr, legifrance.gouv.fr, cnil.fr).

The main texts that govern commercial canvassing in France

Consumer code

• Applies especially to consumers (B2C)
• Main themes:
  
  • Off-school canvassing
  • Unfair and aggressive business practices
  • Right of withdrawal
  • Pre-contractual information obligations

Commercial code

• In particular, it covers:
  
  • Relationships between professionals
  • Unfair competition
  • Restrictive competition practices

Penal code

• Sanctions:
  
  • The abuse of weakness
  • The scam
  • Telephone or digital harassment
  • Various types of fraud (identity theft, fake public organizations...)

General Data Protection Regulation (GDPR)

Key concepts: consent, fair information, right of withdrawal

• Consent
  
  • Must be free, specific, informed, and unequivocal
  • In B2C, often required for emails/SMS
• Loyal information
  
  • The prospect must understand who is contacting him, why and under what conditions
• Right of withdrawal
  
  • For many contracts concluded off-premises or remotely
  • Standard deadline: 14 days (excluding exceptions provided by law)

Commercial canvassing and unfair or aggressive commercial practices

Examples of prohibited practices:

• Use a threatening or insistent tone despite the prospect's refusal
• Putting pressure on an elderly or vulnerable person
• Voluntarily omitting essential information (total price, commitment...)
• Present false partnerships (e.g. “we are working with your town hall” without it being true)

Information requirements prior to the conclusion of the contract

Withdrawal period and rules applicable in case of off-premises canvassing

• Standard time: 14 days from:
  
  • of the conclusion of the service contract
  • of the receipt of the goods for a contract of sale of goods
• Some exceptions (no retraction):
  
  • Services fully performed before the end of the deadline with express agreement
  • Clearly personalized goods
  • Perishable goods...

Bon à savoir

En cas de non‑information du consommateur sur son droit de rétractation, le délai peut être prolongé jusqu'à 12 mois supplémentaires au-delà des 14 jours initialement prévus (sous réserve des textes en vigueur).

Proof of consent and preservation of evidence

• Evidence to keep:
  
  • Call recording (with GDPR compliance)
  • Checked boxes on an online form (with timestamp and IP)
  • Confirmation emails
  • Contracts signed (paper or electronic)
• Objective: to demonstrate that:
  
  • the customer has been properly informed
  • he accepted the conditions

Penalties for non-compliance with regulations

Administrative sanctions

• Fines imposed by:
  
  • DGCCRF
  • CNIL (for RGPD aspects)

Criminal sanctions

• Possible penalties:
  
  • Criminal fines
  • Prison sentences in serious cases (abuse of weakness, fraud, organized fraud...)

Civil sanctions and contractual liability

Is cold calling allowed?

Telephone canvassing is not totally forbidden, but very supervised, especially in B2C.

The principle: supervised telephone canvassing, but not totally prohibited

• Authorized under conditions:
  
  • Respect for schedules
  • verification of opposition lists (Bloctel, internal lists)
  • transparency on the identity of the caller
• Partial or total ban in certain sectors (see below).

Differences between B2C and B2B cold calling

Sectors subject to strengthened rules (insurance, energy renovation, telephony, etc.)

• Energy renovation: telephone solicitation is strictly supervised, or even prohibited for certain offers (insulation, global renovation, etc.).
• Financial services, credit, insurance: reinforced rules on:
  
  • pre-contractual information
  • Call scripts
  • recording conversations
• Telephony/internet: highly monitored by the DGCCRF for aggressive practices.

Caller ID requirements and speech transparency

• The caller must:
  
  • identify themselves clearly (name, company, object of the call)
  • Indicate, on request, how he obtained the contact details
  • Announce the commercial nature of the call
• Forbidden to:
  
  • impersonating a public body
  • hide the commercial purpose of the call

Consent management and call traceability

Special cases: automated calls, voice messages, hidden numbers

• Automated calls/call robots:
  
  • Often equated to electronic prospecting → prior consent is generally required.
• Pre-recorded voice messages:
  
  • Regime similar to email/SMS, very legally sensitive.
• Hidden numbers:
  
  • Prohibited in commercial canvassing (identification requirement) in most cases.

What are the authorized hours for cold calling?

Precise schedules have been the subject of decrees (especially in 2022‑2023). They may change; always check the most recent texts.

Time slots authorized in France (days, hours, exceptions)

For information purposes, recent regulations have generally provided for:

Bon à savoir

Un décret a instauré une limitation du nombre d'appels possibles par mois et par consommateur (par exemple 4 appels maximum sur 30 jours pour un même professionnel / contrat potentiel). Vérifiez les seuils en vigueur à la date de votre campagne.

Holidays, weekends: what is allowed or forbidden

• In principle:
  
  • Sundays and holidays: forbidden for B2C commercial telephone canvassing
  • Weekends: stricter supervision, limited hours or even a ban according to applicable texts

Specificities according to regulated sectors

• Sensitive sectors (credit, insurance, energy...):
  
  • may be subject to additional prohibitions
  • or at even more restricted hours

Best practices beyond the legal minimum (respect for privacy, reasonable hours)

• Avoid:
  
  • Early morning or late evening calls, even if allowed by law
  • Repetitive calls in a short time
• Give priority to:
  
  • a reasonable timing of the reminders
  • Taking into account the prospect's time preferences

Risks and sanctions in case of non-compliance with authorized hours

Home sales: what are the rules?

What is door-to-door (or off-premises) canvassing?

• Contract concluded outside the professional's premises:
  
  • consumer's home
  • workplace
  • street, stands, lounges (with variations)
• Very protective for the consumer → reinforced obligations for the seller.

Specific home marketing rules for consumers

• Delivery of a written contract containing all legal information
• Prohibition, in certain cases, to receive payment before the end of the withdrawal period
• Right to a cooling-off period (right of withdrawal)

Right of withdrawal: duration, conditions, exceptions

Mandatory documents to be given to the customer (contract, form, etc.)

• Paper or electronic contract including:
  
  • identity of the seller
  • full description of the offer
  • price, terms of payment
  • duration, cancellation conditions
• Typical withdrawal form
• General terms and conditions of sale (CGV)

Home marketing and aggressive commercial practices: typical examples

• Stay at the person's home when they clearly ask for the visit to end
• Force a quick signature under the pretext of an “exceptional offer valid only today”
• Addressing an elderly person exclusively by isolating them from their spouse/caregiver

Special cases: vulnerable people, seniors, dependent situations

Commercial marketing by email: what are the obligations?

Prospecting emailing: opt-in, opt-out, what are the differences?

• Opt-in:
  
  • The recipient explicitly agrees before receiving commercial emails.
• Opt-out:
  
  • The recipient can easily object afterwards (unsubscribe link).

In B2C, the principle is generally the opt-in for promotional emails, except in cases of pre-existing customer relationships and similar products/services.

Email marketing in B2C: consent rules

B2B email marketing: legal tolerances and limits

• Higher tolerance, but:
  
  • obligation to provide information on:
    
    • The identity of the sender
    • The purpose of the collection
    • RGPD rights (opposition, correction, deletion)
  • The message must be linked to the professional activity of the targeted person

Mandatory information in a canvassing email (identity, unsubscribe...)

• Mandatory:
  
  • Name/corporate name of the company
  • Contact details (address, email, telephone)
  • Clear link or mention to unsubscribe
  • Non-deceptive object
  • Mention of the legal basis (or the right to object) if necessary

Management of mailing lists and compliance with the GDPR

Data retention period and reasonable sending frequency

• Shelf life:
  
  • limited to what is necessary for the purposes (active prospecting then archiving)
• Frequency:
  
  • limit mailings to avoid SPAM and the feeling of harassment
  • adapt according to the sales cycle and the value of the offer

Commercial canvassing and RGPD: what does the CNIL say?

Essential GDPR concepts applied to canvassing

Data controller and subcontractors

• Data controller:
  
  • the company that decides on the purposes and means of prospecting (you)
• Subcontractor:
  
  • call center, email router, CRM provider acting on your behalf

Legal basis for the treatment (consent, legitimate interest...)

Collection, processing and storage of prospect data

• Collect only:
  
  • the necessary data (name, email, phone, function...)
• Store:
  
  • securely (limited access, strong passwords, encryption if possible)
• Avoid:
  
  • the multiplication of copies (scattered Excel files, USB sticks...)

Rights of the persons approached (access, correction, correction, opposition, deletion)

CNIL obligations and possible controls

• The CNIL can:
  
  • control prospecting files
  • check the legal bases invoked
  • issue warnings, warnings, fines
• Businesses should:
  
  • cooperate in case of control
  • demonstrate their compliance (register, procedures...)

Good practices recommended by the CNIL for canvassing

• Inform clearly during collection (form, initial call)
• Provide a simple mechanism to oppose canvassing
• Do not buy “dubious” databases
• Document decisions on the legal basis chosen

Register of treatments, DPO and documentation to keep

Can we canvass professionals without consent?

Legal differences between personal data and purely professional data

• Address info@entreprise.fr: less personal data (to be qualified)
• Address prenom.nom@entreprise.fr: personal data → RGPD applies
• Pro-nominative mobile phone: often considered as personal data

Business marketing (B2B): general framework and tolerances

• Generally accepted from:
  
  • contact professionals by email/telephone for offers related to their activity
• Conditions:
  
  • clear information
  • possibility to object easily
  • “reasonable” targeting (no massive off-topic spam)

Cases where prior consent is still necessary, even in B2B

Notion of “reasonable expectations” and link with professional activity

• Prospecting is more acceptable if:
  
  • the offer is relevant to the function/sector of the recipient
  • The frequency is controlled
  • The person can unsubscribe easily

Writing information statements for professional prospects

Example of mentions to include:

• Why their data is collected (prospecting purpose)
• Legal basis (legitimate interest)
• How to exercise the rights (email, postal address, DPO)

Risks of drifting and precautions to take in B2B

Commercial canvassing prohibited: in what cases?

Sectors where canvassing is partially or totally prohibited

Energy renovation (€1 insulation, heat pumps...)

• Strong prohibitions on cold calling for certain offers (numerous frauds).
• Rules that are regularly updated → refer to specific texts (CEE, MaPrimeRénov', etc.).

Financial services, insurance, credit...

• Limitations on:
  
  • the nature of the products that can be marketed
  • scripts and arguments
  • sometimes the prohibition of certain types of cold calling

Prohibitions linked to the status of the person (minors, protected adults...)

• Canvassing intentionally targeting minors: strongly discouraged, sometimes prohibited depending on the product (gambling, credit, etc.)
• Persons under guardianship/guardianship: extreme caution is required.

Prohibitions related to the channel used (call robot, overtaxed numbers...)

• Call robots without consent: often prohibited or very strictly supervised
• Use of overcharged numbers as the only response channel: very suspicious, potentially illegal.

Prohibition of canvassing persons registered on opposition lists (Bloctel...)

Misleading advertising, abuse of weakness, harassment: criminal limits crossed

• Examples:
  
  • Promise of unrealistic earnings
  • Fake lots won with a purchase
  • Harassment by repeated calls despite clear denials

How to do effective commercial canvassing?

Clearly define your target and positioning

• Questions to ask yourself:
  
  • Who is my ideal customer (size, sector, position...)?
  • What problem solved?
  • Why would they choose my offer over another?

Building a clear and differentiating value proposition

Prepare your pitch and adapt your message to the channel used

• Phone:
  
  • Short hook, open questions, dynamic pace
• E-Mail:
  
  • catchy subject, concise message, clear call-to-action
• LinkedIn:
  
  • personalized message showing that you know the context of the prospect

Organize your prospect file (segmentation, scoring, prioritization)

Define a contact plan and a schedule of reminders (sales pace)

• Example of a B2B pace over 3 weeks:
  
  • Day 1: introductory email
  • Day 3: relaunch email + visit the LinkedIn profile
  • Day 5: Phone call
  • Day 10: LinkedIn message
  • Day 15: last follow-up email

‍

Good timing is also based on a discovery plan structured in order to effectively qualify the needs of the prospect.

Continuously test, measure and optimize your discourse and approaches

• A/B tests on:
  
  • email objects
  • script hooks
  • offers offered
• Regular analysis of results for:
  
  • Keep what works
  • Eliminate what doesn't work

Bon à savoir

Dans de nombreux secteurs B2B, 80 % des ventes nécessitent plus de 5 relances. Une grande partie des commerciaux abandonnent après 1 ou 2 tentatives seulement, laissant un potentiel important inexploité.

How to succeed in a commercial marketing script?

Objectives of a good marketing script (guide, not word-by-word reading)

• Structuring the conversation
• Reassure salespeople (especially beginners)
• Guarantee compliance with mandatory legal information
• Maintain flexibility to personalize

‍

If you want to deepen the structure and best practices of a prospecting script, we detail the most efficient frameworks in our dedicated guide.

Typical structure of a cold calling script

Hook and presentation

• Present yourself clearly:
  
  • “Hello, [Name], [First name] to the device, I'm calling you from the company [X]...”
• Ask if it is a good time to exchange (within 1-2 minutes).

Qualification of the need

• Open questions:
  
  • “How are you managing today...? ”
  • “What are your priorities on...? ”

Value proposition and benefits

• Formulation in customer benefits:
  
  • savings, time savings, risk reduction, comfort...

Handling objections

Once the objection is resolved, the application of good closing techniques makes it possible to significantly increase the signature rate.

Conclusion and appointment booking

• Propose a clear follow-up:
  
  • telephone appointment
  • visio
  • demonstration
• Ensure the details (date, time, channel).

‍

To maximize your conversion rate, discover our tips for a successful Make a B2B appointment and generate truly qualified sales.

Customizing scripts according to the target and channel

• Adapt:
  
  • The vocabulary
  • The technical level
  • The length of the message
• Avoid:
  
  • scripts that are too generic, not contextualized.

Examples of effective formulations and formulations to avoid

Adapting your tone and posture: active listening, open questions

• Practice:
  
  • the reformulation (“if I understand correctly...”)
  • Silent listening
  • Note-taking

What is the best way to canvass sales?

There is no universal channel: everything depends on your sector, your target and your offer.

Comparison of the main marketing channels

Phone

• Advantages:
  
  • timeliness, human interaction, real-time adaptation
• Boundaries:
  
  • perceived as intrusive, strong legal framework

Email

• Advantages:
  
  • inexpensive, traceable, easily automatable
• Boundaries:
  
  • high competition (saturated boxes), SPAM risk

Face to face

• Advantages:
  
  • relationship of trust, high impact
• Boundaries:
  
  • Expensive in time and travel, difficult to scale

Social networks

• Advantages:
  
  • fine targeting, long-term visibility, “personal” dimension
• Boundaries:
  
  • saturation of private messages, rules of each platform

SMS/instant messaging

• Advantages:
  
  • very high read rates, speed
• Boundaries:
  
  • extremely intrusive if misused, strict regulations

Choose the right channel according to: sector, average ticket, sales cycle, target

For example, the prospecting for SaaS B2B often requires longer sales cycles and a multi-channel approach combining email, LinkedIn and product demonstrations.

‍

In sectors such as prospecting for cleaning companies, telephone calls and targeted reminders remain particularly effective in generating qualified appointments.

Combining channels to maximize conversion (multi-channel strategy)

• Use each channel according to its strength:
  
  • email for detailed info
  • telephone for qualification
  • face to face for the conclusion

Take into account legal constraints and customer perception

• Verify:
  
  • the specific obligations of each channel
• Measure:
  
  • satisfaction (NPS, returns, unsubscribe rate)

Arbitrating between cost, volume, quality and brand image

What tools for commercial canvassing?

CRM (Customer Relationship Management) and lead management

• Key functions:
  
  • monitoring interactions
  • opportunity management
  • contact history
  • Reporting

Telephone prospecting tools (dialers, recording, scripts)

Emailing and automation tools (marketing automation, sequences)

• Advantages:
  
  • controlled mass shipment
  • managing unsubscriptions
  • automated and personalized scenarios

LinkedIn prospecting and social selling tools

• Common functions:
  
  • lead extraction (in compliance with the CGU and the RGPD)
  • moderate automated reminders
  • Follow up on responses

Data qualification and enrichment tools (B2B databases, ethical scraping)

Before investing in a file, it is essential to understand Why shouldn't you buy email databases without verifying their conformity and quality.

Performance monitoring: dashboards, reporting, KPIs

• Follow at least:
  
  • call/email volume
  • contact rate
  • appointment rate
  • conversion rate

Criteria for choosing tools according to business size and budget

How to organize a commercial canvassing campaign?

Define the objectives: volume of appointments, turnover, market test...

• SMART goals (Specific, Measurable, Achievable, Realistic, Time-bound).

Identify and build your prospect base

Choose channels and define the contact by contact journey

• Building a path diagram:
  
  • entry point (email, telephone, LinkedIn...)
  • sequence of reminders
  • exit criteria (appointment, refusal, non-response)

Write scripts, email templates and arguments

• Expect:
  
  • variants by sector
  • Variants per persona
  • integrated legal notices

Train and brief canvassing teams (internal or service providers)

In the consulting firm prospecting, the training of teams in a consultative posture is decisive in generating high-value opportunities.

Plan, launch and manage the campaign on a daily basis

• Set up:
  
  • A calendar
  • intermediate goals
  • regular follow-up points (daily/weekly)

Analyze results and iterate (A/B tests, continuous improvement)

• Measure, compare, adjust
• Document what works into internal best practices

How to measure the effectiveness of your commercial approach?

The essential KPIs of commercial marketing

Contact rate

• % of prospects you actually talked with/got a response from.

Appointment booking rate

• % of prospects contacted accepting an appointment.

Conversion rate (prospect → customer)

• % of prospects who became customers.

Customer acquisition cost (CAC)

Customer lifetime value (LTV)

• Average turnover generated by a customer over the entire duration of the relationship.

Measuring the quality of the prospect database

• Indicators:
  
  • invalid email rate
  • Wrong number rate
  • refusal rate due to irrelevance

Measuring the quality of exchanges (listening, satisfaction, NPS)

Linking canvassing indicators to overall business results

• Connect:
  
  • appointment rate → number of offers → number of sales → CA
• Allows you to:
  
  • adjust investments
  • demonstrate the ROI of canvassing

Set up a simple management system (dashboards, regular reviews)

• Tools:
  
  • CRM dashboards
  • regular exports
• Rituals:
  
  • weekly or monthly review with the sales team

Bon à savoir

De nombreuses études montrent qu'une amélioration de quelques points du taux de conversion (par exemple de 10 % à 12 %) peut avoir un impact très significatif sur le chiffre d'affaires, à volume de prospects constant.

How can you protect yourself from abusive canvassing?

Recognize abusive, aggressive, or fraudulent marketing

• Warning signs:
  
  • aggressive or threatening tone
  • refusal to give clear information about the company
  • Pressure to sign immediately
  • unrealistic promises or “guaranteed” gains

What to do when faced with a suspicious call or visit

Do not communicate certain sensitive information

• Never give over the phone to a stranger:
  
  • full bank details
  • passwords
  • security codes, SMS codes received from your bank

Use of opposition lists (Bloctel and other devices)

• Registration on Bloctel for individuals (see below).
• Verify that the company respects your request to no longer be contacted.

What to do in case of telephone harassment or fraudulent canvassing?

How to report abuse (DGCCRF, Pharos platform, consumer associations...)

• Official platforms:
  
  • SignalConso (DGCCRF)
  • Pharos for illegal online content
• Consumer associations:
  
  • UFC‑Que Choisir, CLCV, etc.

How to refuse commercial canvassing?

The different ways to indicate your refusal (oral, written, email...)

• Oral:
  
  • “I'm not interested, please don't contact me anymore.”
• Write/email:
  
  • clear message asking to stop all canvassing.

Phrase patterns for politely but firmly refusing

Exercise your right to object to the processing of your data

• Explicitly mention:
  
  • “I exercise my right to object to the processing of my data for prospecting purposes.”

Manage requests to unsubscribe and delete data

• On the business side:
  
  • update the databases in a reasonable amount of time
  • confirm if necessary that the request has been taken into account

Enforcing your refusal over time (follow-up, evidence, possible remedies)

• Keep:
  
  • proof of your requests (emails, screenshots)
• In case of repeated non-compliance:
  
  • refer the matter to the CNIL, the DGCCRF, or even the courts.

How do you stop cold calling?

Registration on Bloctel: operation, deadlines, limits

Management of unwanted calls on smartphones (blacklists, applications, operators)

• Solutions:
  
  • manual blocking of numbers
  • call screening applications
  • options offered by some operators (antispam).

How do I deal with hidden or unknown numbers?

• Precautions:
  
  • Do not call back an unknown overtaxed number
  • ask for full identity before going any further

Remedies in case of non-compliance with Bloctel or marked harassment

• Report:
  
  • in Bloctel
  • to the DGCCRF
• File a complaint if necessary in case of proven harassment.

Difference between legitimate, clumsy and fraudulent canvassing: how to react?

Commercial and ethical canvassing: what are the best practices?

Why ethics is strategic for business performance

• Allows:
  
  • a lasting relationship
  • a good reputation
  • the reduction of disputes and retractions

Building an internal charter for responsible marketing

Respect for the vulnerability of customers and the elderly

• Train salespeople to:
  
  • detecting vulnerability signals
  • offer a second opinion (family, caregiver) if necessary

Transparency on the offer, prices and contractual conditions

• Banish:
  
  • hidden costs
  • The illegible fine print
• Highlight:
  
  • The conditions of engagement
  • the minimum duration, any penalties

Aligning business goals with long-term customer satisfaction

• Indicators to follow:
  
  • Withdrawal rate
  • claim rate
  • recommendation rate

Train teams in ethics and respect for the prospect

• Include in the training:
  
  • Roleplaying games
  • practical cases
  • codes of conduct

Good to know

Several studies show that companies perceived as ethical and respectful of their customers have, in the medium term, better commercial performance (recommendation rate, loyalty) than those that favor short-term gains.

Commercial canvassing: frequent mistakes to avoid

Poor qualification of prospects (untargeted file, obsolete)

• Result: loss of time, degraded image, very low conversion rates.

Script that is too rigid or too aggressive

• Problem:
  
  • lack of authenticity
  • more frequent rejections
  • risk of drifting towards aggressive practices

Lack of follow-up and structured follow-up

• Missed opportunities due to lack of adequate stimulus.

Ignore the prospect's signals of discomfort or refusal

• May lead to a perception of harassment.

Neglecting legal aspects and RGPD

• Risks:
  
  • fines
  • Formal notice
  • blocking campaigns, deterioration of reputation

Forget to measure and improve your device over time

• Without measurement, it's impossible to know what really works.

Commercial canvassing in 2026: what trends and developments?

Impact of new regulations on commercial canvassing

• Probable reinforcement:
  
  • time and frequency constraints
  • sanctions in case of abuse
  • of the protection of vulnerable persons

The rise of digital technology and automation

• Growth:
  
  • sales automation tools
  • prospecting via social networks
  • automated multi-channel sequences (to be legally supervised)

The growing role of data and AI in commercial prospecting

Evolution of customer expectations (personalization, transparency, respect)

• Prospects expect:
  
  • relevant messages
  • a smooth experience
  • strict respect for their data and their time

Towards a more conversational and advice-oriented approach

• Approach:
  
  • Less “push”
  • more consultative (understand, diagnose, advise)

How can you adapt your marketing strategy now to the coming years?

• Focus on:
  
  • Ethics
  • transparency
  • Data quality
  • team training
• Monitor:
  
  • regulatory changes
  • the recommendations of the CNIL, the DGCCRF

Commercial canvassing - What to remember

sourcing

Main sources and references (to be checked regularly for legal updates):

• French legislation
  
  • Consumer Code (in particular art. L221‑1 et seq., L121‑1 et seq.) - https://www.legifrance.gouv.fr
  • Criminal Code (abuse of weakness, fraud, harassment...) - https://www.legifrance.gouv.fr
  • Postal and electronic communications code - https://www.legifrance.gouv.fr
  • Decrees relating to telephone canvassing and authorized hours (in particular decree No. 2022‑1313 of 13 October 2022 and following).
• Data protection & CNIL
  
  • General Data Protection Regulation (RGPD) - full text: https://eur-lex.europa.eu
  • CNIL - Practical sheets on commercial prospecting, the RGPD and canvassing: https://www.cnil.fr
• Cold calling and Bloctel
  
  • Bloctel service (list of objections to telephone canvassing): https://www.bloctel.gouv.fr
  • Official information on cold calling and consumer rights: https://www.service-public.fr
• Consumer control and protection
  
  • DGCCRF - Directorate-General for Competition, Consumer Affairs and Fraud Control: https://www.economie.gouv.fr/dgccrf
  • SignalConso platform: https://signal.conso.gouv.fr
  • Pharos platform (reporting illegal content): via https://www.interieur.gouv.fr
• Additional guides and analyses
  
  • Practical guides from the DGCCRF on home marketing, energy renovation, telephone contracts.
  • Articles and files from consumer associations (UFC‑Que Choisir, CLCV, etc.) on abusive canvassing and common scams.

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