How do you overcome the gatekeepers in hospital sales?

1 Know your gatekeepers

The first step to overcoming the gatekeepers is to know who they are and what they do. Research the hospital structure, the roles and responsibilities of different staff members, and the communication channels they use. Identify the key gatekeepers for your target accounts and learn their names, titles, and preferences. You can use online tools, such as LinkedIn, to find out more about their backgrounds, interests, and connections. You can also ask for referrals from your existing contacts or network with other sales reps who have experience in the same hospital.

2 Respect their authority

The second step to overcoming the gatekeepers is to respect their authority and value their input. Gatekeepers are not just obstacles, but also influencers who can affect the decision-making process and the perception of your product or service. They have the power to grant or deny you access, to recommend or reject you, and to facilitate or delay your communication. Therefore, you should treat them with courtesy, professionalism, and appreciation. Acknowledge their expertise, ask for their advice, and thank them for their time and assistance.

3 Provide value and relevance

The third step to overcoming the gatekeepers is to provide value and relevance to them and their organization. Gatekeepers are busy and have multiple priorities and demands on their time. They are not interested in generic pitches or irrelevant information. They want to know how you can help them solve their problems, improve their outcomes, or save their resources. Therefore, you should tailor your message and offer to their specific needs, goals, and challenges. You should also demonstrate your credibility, knowledge, and differentiation by sharing case studies, testimonials, or data that support your value proposition.

4 Build rapport and trust

The fourth step to overcoming the gatekeepers is to build rapport and trust with them over time. Gatekeepers are human beings who have emotions, opinions, and preferences. They are more likely to help you if they like you, trust you, and feel comfortable with you. Therefore, you should establish a personal connection and a positive relationship with them. You can do this by using their names, showing interest in their lives, finding common ground, using humor, and giving compliments. You should also follow up regularly, keep your promises, and show gratitude.

5 Ask for permission and cooperation

The fifth step to overcoming the gatekeepers is to ask for permission and cooperation to reach the decision-makers. Gatekeepers are not your enemies, but your allies who can help you navigate the hospital hierarchy and culture. They can introduce you, endorse you, or schedule you to the right people at the right time. Therefore, you should not try to bypass them, deceive them, or pressure them. Instead, you should ask for their permission and cooperation to access the decision-makers. You should explain your purpose, your value, and your request clearly and politely. You should also respect their rules, their opinions, and their feedback.

6 Be persistent and flexible

The sixth step to overcoming the gatekeepers is to be persistent and flexible in your approach. Gatekeepers are not always easy to reach, to convince, or to work with. They may have different agendas, personalities, or styles than you. They may also change their minds, their roles, or their situations. Therefore, you should be persistent and flexible in your approach. You should not give up after one rejection, one obstacle, or one setback. Instead, you should try different methods, different times, or different angles to reach them. You should also adapt to their preferences, their moods, or their circumstances.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?