4 Ways to Succeed with Gatekeepers
Stop wasting time trying to charm gatekeepers with gimmicks like donuts and flattery. They see through it, so why not learn smarter ways to genuinely work with them to reach decision-makers? Watch this for the proven tactics that sales teams are using every day to land meetings that matter.
Don't forget to check out last week's top tip: The Two Vanity Metrics I Hate!
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If you prefer to read - here is the transcript:
Let's talk about gatekeepers. Now, I want to talk about those traditional gatekeepers that still exist for many of you out there. Which is when you're making a telephone call, you get somebody who picks up the phone. Or if you are making a physical cold call, but you get someone who is in the office. And I know that many of you still are making this kind of cold call.
Now, I was training a group the other day who does it do physical cold calls. They sell industrial supplies. And in many cases that is the business where you are still walking door to door. So physical cold calls are met often with a receptionist or some kind of gatekeeper. So we went around the room to talk about strategies to work through this gatekeeper.
And of course, there were those who insisted that donuts work. And after about hearing 3 or 4 of these, I had to say to them, guys, you got to know that I'm not a fan of the donuts. I love donuts, don't get me wrong, donuts are delicious, but not when it comes to prospecting. This is so old school. Everybody sees through it. You might think you're getting your way because they smile and they thank you. But everybody knows it's a sales ploy and it needs to stop.
What we need to do instead is do one of two things. Either treat that gatekeeper like the decision maker, and start asking for information and asking questions until they can't answer anymore, in which case you would say, who should I talk to - who could help? Third thing you should do. I actually have three ideas not two.
The second thing that you can do is to bring information in physical form that you can leave there that is a best practice example. A sample calculator if you have calculations you can do to show value. Bring one with the name crossed out of a customer like them and leave it addressed to the decision maker. Or case studies - that information will often get past that gatekeeper to the right person and get you a return call. Of course, if you have that information, you should be emailing it and sending it in LinkedIn as well.
A third thing. If you really are making those kinds of cold calls, pure cold calls, then the best thing to do is to just ask for permission to call somebody. Ask for the right contact. Who should I make an appointment with? Because if that person is doing their job, which is to gate keep, which is to keep us away, the more respect you can give them, the better.
Of course, it goes without saying that the very best, best way to work past these gatekeepers is to have a referral. To have a legitimate referral that said, Colleen suggested I call. Stan asked that I be in touch with Bob. I have a referral to Susan from Mary across the street. My client, ABC, suggested I come in and ask for Terry. That is going to be the number one way.
So thank you for letting me rant. I started this video with two ideas to get past the gatekeeper, and I think I'm keeping you four.