Turning The Gatekeeper From Foe To Friend

How often does your enthusiasm for a call slip away once you reach the dreaded “gatekeeper”? MD of MTD Sales Training Sean McPheat explains how you can turn that guardian into one of your best contacts.

Many salespeople see the gatekeeper as someone who needs to be ‘overcome’ or ‘got passed’. They are viewed as an obstacle, a hindrance, someone whose only objective is to make your life a misery by cutting off your contact with people who can make decisions.

Your mindset with a gatekeeper is paramount to your success in dealing with them. See them as a foe and that’s what they will become. Instead, use them as a friend, and you’ll see results very quickly. Here are a few tips that may help you change how they view you, as well as vice-versa:

Remember…They Are Just Doing Their Job

If the decision-maker took all their own calls, they probably wouldn’t get anything else done in the day. So, see the job the gatekeeper is doing as a necessary one. They are doing their job, and you are part of their everyday routine.

They Have The Ability To Help, Assist & Develop The Relationship

The gatekeeper has a great deal of valuable information about the company, the departments you want to talk to and the decision-maker themselves. If you view them as an obstacle, you will lose out on all this value. Instead, incorporate them as a friend and they will reciprocate the attitude.

They Don’t Make Decisions To Buy…But They Do Decide Who They Will Let Through

They aren’t the decision-maker, so don’t waste time trying to sell to them. When they ask what the call is about, don’t sell your services to them. Say you have something of value for the decision-maker. Tell them (if it’s true) that you have been in touch before through LinkedIn or something similar, and you are following up on initial contacts. Trying to sell to the gatekeeper will waste your and their time, because they’re not interested, and it probably won’t influence the decision to put you through.

Plan Your Approach

You’re going to get different reactions each time you talk to a decision-maker, so plan out how you will deal with such responses as “Mr X doesn’t take cold calls”, “We don’t buy over the phone”, “I know she wouldn’t be interested” and other such comments. Don’t script it…that will sound canned, but be aware of what alternatives you have in dealing with these situations.

Determine A Quality Voicemail Message

Remember what your purpose should be…to get in front of the decision-maker. So if you’re put through and only reach their voicemail, decide firstly if you’re going to leave a message or if you’ll call back instead. Ask the gatekeeper what would be the best way of getting hold of the decision-maker if they are not available. If you leave a voicemail, don’t try and sell your services on it. Say why it would be of value for you both to meet, leave your contact details, and tell them you will be calling them again.

Build The Relationship With The Gatekeeper

If you view them as a valuable assistant, they will try to be helpful. You’ll never be the best of friends, and that’s not your intention. But you would benefit from a friendly relationship, and being professional is the best way to achieve that.

If All Else Fails, Leave Them With A Good Impression Of You & Your Company

There will be some decision-makers with whom it will be very difficult, if not impossible, to contact over the phone. In those cases, don’t give up and allow the gatekeeper to decide what would be best for their company. Contact the decision-maker some other way to show how valuable your services would be to them. And leave the gatekeeper with a professional impression, so when you call again, they will recognise you and maybe give you some time.

It’s not always possible to get through the gatekeeper. But some of these ideas may help you achieve a greater success, as you turn them from being the enemy to being friendly.

Author Credit: Managing Director of MTD Sales Training, Sean McPheat is regarded as a thought leader on modern day selling. Head to the MTD Sales Blog for more support, help and advice from Sean and his team at MTD.

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