What are the best ways to overcome gatekeepers and reach decision makers?

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Sales prospecting is the process of identifying and reaching out to potential customers who are likely to buy your product or service. However, one of the biggest challenges of sales prospecting is getting past the gatekeepers and reaching the decision makers who have the authority and budget to make a purchase. Gatekeepers are people who screen the calls and emails of the decision makers, such as receptionists, assistants, or managers. They can either help you or hinder you, depending on how you approach them. In this article, we will share some of the best sales prospecting techniques to overcome gatekeepers and reach decision makers in the context of cold calling.

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Victor Cruz

Start your Business | Bilingual Business Consulting | Empowering the Ohio Latino Community | Business Executive @…

1 Know your target

Before you pick up the phone and start dialing, you need to do some research on your target account and the decision maker you want to reach. You can use tools like LinkedIn, Google, or the company website to find out their name, title, role, responsibilities, pain points, goals, and interests. You can also look for any mutual connections, referrals, or triggers that can help you establish rapport and credibility. Knowing your target will help you craft a personalized and relevant message that will capture their attention and interest.

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Victor Cruz

Start your Business | Bilingual Business Consulting | Empowering the Ohio Latino Community | Business Executive @ Asesores Hispanos
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In my experience, one of the most efficient ways to overcome the gatekeeper is to have a pre-approach plan of multiple sources which will give you the opportunity to have the confidence, credibility, and correct attitude toward what you are communicating. Within the plan, in addition to the usual researched information, which could be the name, email address, title, etc. Something that works for me most of the time is to know what events the company will be participating in and associate the conversation with that event when you are talking with the gatekeeper. They don't know everything and a call like that makes them think that what you are telling them is something that is very important, so they may feel compelled to transfer the call.

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2 Be respectful and polite

When you encounter a gatekeeper, you should always be respectful and polite, as they are often the first impression of the company and the decision maker. You should address them by their name, introduce yourself and your company, and state the purpose of your call. You should also avoid lying, being pushy, or using generic scripts that sound like spam. Instead, you should treat them as a valuable source of information and ask them open-ended questions that can help you learn more about the decision maker and their availability. For example, you can ask them what are the best times to call, what are the main challenges they are facing, or what are the criteria they use to evaluate solutions.

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3 Provide value and urgency

One of the most effective ways to overcome gatekeepers and reach decision makers is to provide value and urgency in your message. You should demonstrate how your product or service can solve their specific problem, address their needs, or help them achieve their goals. You should also create a sense of urgency by showing them the consequences of not taking action, the benefits of acting now, or the limited availability of your offer. You can use facts, figures, testimonials, or case studies to back up your claims and show them the value of your solution. You should also have a clear and compelling call to action that tells them what you want them to do next, such as booking a meeting, requesting a demo, or signing up for a trial.

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Ryan O'Reilly??

Product Marketing | Sales Strategy | Former Metal Vocalist
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One of the things I have found helpful is to provide value, but make sure that you are providing value to both the decision-maker and the gatekeeper. For example, if you are calling into a pediatric doctor's office, often the gatekeeper is the office manager or front desk. These people often deal with parents with sick kids. These parents are usually worried and want answers about what to do. If you can provide value by helping the gatekeeper deal with worried parents, while also proposing value to the decision-maker and their business, you have just turned a gatekeeper into a champion.

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4 Use multiple channels and follow up

Sometimes, you may not be able to reach the decision maker on the first try, or you may get a voicemail or an email response. In that case, you should not give up, but use multiple channels and follow up until you get a positive response. You can use phone, email, social media, or video to communicate with your prospects and keep them engaged. You should also follow up with them at regular intervals, but not too frequently, to avoid annoying them or appearing desperate. You should also vary your message and provide new information, value, or urgency each time you follow up. You should also track and measure your results and adjust your strategy accordingly.

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5 Leverage referrals and testimonials

Another powerful way to overcome gatekeepers and reach decision makers is to leverage referrals and testimonials from existing customers, partners, or influencers. Referrals and testimonials can help you build trust, credibility, and social proof with your prospects and make them more likely to listen to you and take action. You can ask your happy customers or partners to introduce you to their contacts, or to share their success stories or feedback with your prospects. You can also use tools like LinkedIn to find and reach out to prospects who have mutual connections, or who have endorsed or recommended your product or service. You should also showcase your referrals and testimonials on your website, social media, or email signature to increase your visibility and authority.

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What are the best ways to overcome gatekeepers and reach decision makers?

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3

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1 Know your target

2 Be respectful and polite

3 Provide value and urgency

4 Use multiple channels and follow up

5 Leverage referrals and testimonials

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