Gatekeepers are everywhere. They show up as assistants, office managers, front desk coordinators and even project managers, all deciding what gets through and what doesn’t. That’s why getting past them has become a core skill for any sales rep.
In a post on the Cognism blog, writer Ilse Van Rensburg says there’s no magic formula, but you can try a few strategies to boost your success rate. The first step, she says, is to convince the gatekeeper that your call is important for the business. Make a good enough impression that they become your ally. How can you do this? We share her ideas in this issue of PromoPro Daily.
Use your prospect’s first name. Van Rensburg points out that it’s good sales psychology to use the prospect’s name when speaking to a gatekeeper. This helps build trust and you’ll come across as someone who has spoken to them before.
Show understanding. A little empathy goes a long way and can often get the gatekeeper to open up to you. According to Van Rensburg, this can help build your relationship and could also unlock some interesting information.
No matter what, be polite. Like cold calling, the gatekeeper’s job involves speaking with strangers who aren’t always polite. Treat the gatekeeper how you would like to be treated. Be friendly and cordial. She says this will greatly increase your chances of landing a meeting.
Show respect. Along with being polite, Van Rensburg says you should also treat gatekeepers with respect. Let them know you appreciate their time and their willingness to help you. Being kind and respectful will go much further than simply demanding to speak to their boss.
Don’t sell to the gatekeeper. It’s good to build rapport with gatekeepers, but don’t pitch to them. They may love your promo ideas and put in a good word for you, but they may not be involved in the purchasing decision. Plus, Van Rensburg says they might not see the full scope of your offering.
Convey confidence. If the gatekeeper senses that you’re uneasy, they probably won’t put you through to the decision-maker. Van Rensburg advises using a relaxed and steady voice with a warm tone to increase your chance of success.
Stay calm and call on. It can be frustrating when trying to get past the gatekeeper, she says, but don’t lose your cool. Remember that the gatekeeper is simply doing their job, and no amount of anger or frustration will get you transferred to your prospect.
When it comes to gatekeepers, remember that courtesy matters. Treat them with kindness and respect to increase your chances of getting connected.
Compiled by Audrey Sellers
Source: Ilse Van Rensburg is a senior content manager at Cognism. She has nearly a decade of experience crafting B2B content.
