Gatekeeper Gold

Gatekeepers are Gold

So you need to get through to a Decision Maker but there’s someone in your way. For a sale of any kind, whether its to an editor to get your news published or a prospective client you want to buy your service or the person in charge of hiring for your dream job, reaching the decision maker is vital. At times you can reach them via an online platform like LinkedIn, or you may have a mutual friend or colleague that could introduce you so that he/she can expect your call. This will make it easier. However, sometimes you just have to get on the ‘phone and try and get through in the old fashioned way.

What’s a ‘gatekeeper’?

Its their job to filter calls and reduce access to the decision maker. This could be a receptionist, a personal assistant, secretary.. but whatever their job title , they need to minimize interruptions to the decision maker. They take calls like yours all the time so you need to know how to work within this situation. Until you are actually through to the decision maker, convincing the Gatekeeper to put you through is your main goal.

Why are Gatekeepers ‘gold’?

They hold the power to put you through the right person. Don’t underestimate that (they don’t).
They are a wealth of information and knowedge that can help you reach your goal.

Here are some No Fluff dos and don’ts

1. Do make sure you are trying to get through to the right person – are you certain you know who the decision maker is?
2. Do remember its their job to prevent you getting through
3. Do not consider them the enemy, you’ll create your own mental barrier
4. Do remember they could become an ally
5. Do treat them like gold. Be polite, respect their professionalism. You can even let them know you’ll send a note of appreciation to their boss (but follow through!). If people treat my colleagues well, I’m much more likely to work with them. Rudeness isn’t acceptable, and you’ll be unlikely to get the business.
6. Do find out their name and note it on your CRM, call them by name next time.
7. Do speak confidently, sounding relaxed, calm and authoritative. If they believe you are senior, they are less likely to brush you off.
8. Do use the Gatekeeper’s knowledge if you can. They usually know a lot about the goings-on in the company, they can give you great intelligence on the best times to call, others involved in decision making and if you create a rapport with them, they are more likely to help you.
9. Do not give the Gatekeeper a sales pitch. They are not your decision maker and do not need the detail. It’s a waste of your time if they don’t make the decisions
10. Do use the Decision Maker’s first name ‘Can I speak to Dave please?’ as it sounds like you have a relationship already.
11. Do have a response ready for ‘Is he/she expecting your call?’. Frankly you want to get through anyway, regardless of whether he/she is expecting your call. Try ‘ Yes we need to discuss some information I sent through by close of business today’ or ‘he/she should be, I said I’d definitely call back today’
12. Do use voicemail if you can’t get through. If you’ve tried a few times to get in touch just ask to be put through to the Decision Maker’s voicemail as he/she will pick them up and know you’ve been trying to reach them.
13. Do aim high. If you’re pitching to middle management you may well be rebuffed. Don’t forget that influence flows downwards, if you try and reach the Big Cheese they will most likely refer you to the same middle management contact, but this time its under the direction of their superior, so you are less likely to get the brush off.
14. Do be tenacious, but don’t be a pest. Try different touchpoints, a call, an email, a voicemail and a snail mail message (with a handwritten envelope and cover letter or even a post it note on your information pack or brochure).

Good luck!