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How do you handle objections and rejections from gatekeepers and decision makers in cold calling?

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Cold calling is a challenging but rewarding skill that can help you generate leads, sales, and referrals for your business. However, it also involves dealing with gatekeepers and decision makers who may not be interested, qualified, or available to talk to you. How can you overcome their objections and rejections and get them to listen to your value proposition? In this article, we will share some tips and strategies to help you deal with gatekeepers and decision makers in cold calling.

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1 What are gatekeepers and decision makers?

Gatekeepers are people who control the access to the decision makers, such as receptionists, assistants, or managers. They may screen your calls, ask you qualifying questions, or redirect you to other departments. Decision makers are people who have the authority, budget, and need to buy your product or service, such as CEOs, directors, or owners. They may have specific pain points, goals, or challenges that you can solve with your offer.

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Will Aitken

Trust Me, I'm a Salesperson | Coach, Speaker, and Pisstaker | Fluent in English, Memes, & Sarcasm
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Folks who work at your intended prospect’s organization who you must speak to in order to be connected with your prospect: - switch desks - receptionists - personal/executive assistants They are trained to ensure the wrong types of people (like salespeople) don’t waste the time of the prospect.

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2 Why do they object or reject you?

Gatekeepers and decision makers may have a variety of reasons to decline a cold call, ranging from being too busy or uninterested in the product or service, to being loyal to their current provider or solution, having no budget or authority to make a purchase decision, or having had a negative experience with the company or industry. These are all common obstacles that can be encountered when attempting to make a cold call.

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Askia Underwood

Creating killer mobile-first growth strategies | Trusted Advisor | Growth Leader | Expert Digital Strategist
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Gatekeepers want to help most of the time. In my experience, if you start by speaking from an inquisitive tone, asking the gatekeeper for help directing you to the correct person vs shoving an introduction in their face, the person will almost always ask a question to determine a) if you know who the person you want to speak to is, and b) if they recognize your company as one they have been told to not allow through. This is your opportunity to say the contact name. If they ask you to leave a message, leave one. I say something to the effect of, "Yes, thank you. This is Askia, if you could ask him/her to check their email that would be wonderful." I then plan to call again in the opposite part of the day I made first contact in.

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?? Katie Penner

Sendoso- Head of Sender Relations | ?? Gifting Queen?? | Top 100 Female B2B SaaS Pipeline Pioneers | Rising Star Award Winner | Next50 Creator | Community Mentor
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Another common reason for rejections over cold calls is a self-centric pitch. Rather than focusing on your product and it’s capabilities, make it about them- their likely pain points and how your product can help alleviate those.

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3 How can you prepare for their objections and rejections?

Before making a cold call, it is important to anticipate and prepare for potential objections and rejections. To do this, it is essential to research the prospect and their company, industry, and challenges. Additionally, crafting a compelling value proposition that demonstrates how you can help them reach their desired outcomes is key. Furthermore, it is beneficial to create a list of common objections and rejections and how to respond to them with empathy, confidence, and evidence. Finally, practicing your pitch, tone, and delivery with a colleague or a friend is a great way to ensure success.

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4 How can you get past the gatekeeper?

The gatekeeper is not an adversary, but a friend. If you can create a connection, trust, and value with them, they can help you get to the decision maker. To get past the gatekeeper, try these tips: Utilize their name, be courteous and respectful, be truthful and straightforward about who you are and why you are calling, avoid sounding like a salesperson or telemarketer, ask for their assistance or opinion on how to reach the decision maker, compliment them on their role or performance, and use humor or curiosity to pique their interest.

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5 How can you engage the decision maker?

Engaging the decision maker is your ultimate goal, but it can be your biggest challenge. They may have limited time, attention, or patience to listen to you, so you need to capture their interest, curiosity, and trust in the first few seconds of your call. To do this, consider using a referral or a common connection to establish credibility and rapport. Additionally, try using a hook or a question that relates to their pain points, goals, or challenges. Furthermore, focus on the benefits and outcomes of your product or service, not the features or details. You can also use stories or testimonials to demonstrate your value and success, and ask open-ended questions to uncover their needs, wants, and objections.

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6 How can you overcome their objections and rejections?

Objections and rejections are an unavoidable part of cold calling, but they don't have to be the end of the conversation. In fact, they can be seen as an opportunity to gain more insight into your prospect, address their worries, and bring them closer to a sale. To help you overcome their objections and rejections, here are some tips: Listen attentively and try to relate to their situation, validate their objection or rejection and demonstrate that you understand their point of view, ask pertinent questions to clarify their objection or rejection and identify the underlying cause, provide pertinent information, evidence, or examples to counter their objection or rejection, and finally, confirm their agreement or understanding and move on to the next step.

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Askia Underwood

Creating killer mobile-first growth strategies | Trusted Advisor | Growth Leader | Expert Digital Strategist
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Objections are part of cold calling. Don't fight the "no". Rather embrace it. You are going to get a lot of "no's" before you get to a yes. This is the art of the hunt. You get a yes and it erases the 100 previous no's. As a salesperson, you would much rather be rejected than toyed with. Plus, getting a "no" from a cold prospect doesn't mean "no" forever. It could be a no for now and the immediate future. Focus on getting to the "YES" and the rejection of a "no" will sting a lot less.

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How do you handle objections and rejections from gatekeepers and decision makers in cold calling?

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1 What are gatekeepers and decision makers?

2 Why do they object or reject you?

3 How can you prepare for their objections and rejections?

4 How can you get past the gatekeeper?

5 How can you engage the decision maker?

6 How can you overcome their objections and rejections?

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