6 Tips for Getting Past the Gatekeeper When Cold Calling

Before we can talk about getting past the gatekeeper when cold calling, we must first recognize that it’s the gatekeeper’s job to be the first line of defense against the many, MANY, sales calls that could come in each day. 

So, does this mean you should give up on cold calling? Absolutely not!

It just means that, if you expect to get past the gatekeeper, you’ve really got to do your homework, and you can’t get discouraged if your attempts are thwarted right away. 

Ready to get started? 

Here are 6 tips for getting past the gatekeeper when cold calling.

#1 Follow-up on a previous attempt to add value.

Instead of spouting out your spiel, do a little premeditated setup for your cold call. A week or so before your dial-in, send your prospect content that could help them in some way: an article, a sample, a book, a white paper, an invite to an event, or even a hand-written letter detailing your desire to provide solutions. Then, when you call, just follow up on that prior touchpoint and ask if you can further assist them. 

This may open a door that other cold call tactics simply wouldn’t. Why? Because gatekeepers have heard it all before, and because they may be compelled to share this info with a decision-maker for FOMO (“Fear of Missing Out”).

#2 Build rapport.

Sometimes we can be so focused on getting past the gatekeeper that we treat them like a stepping stone and not a person. This is no way to get in the door. If you want the gatekeeper to suggest your business to the decision-maker, you’re going to have to establish a relationship with him or her. 

This goes beyond the “call them by their first name” technique. Instead, it involved genuine interest in helping the gatekeeper address his or her pain points as well as the pain points of the business at large.

#3 Be confident, but not pushy. 

You’ve got something to offer, but you don’t want to come off cocky or unapproachable. Remember, YOU are trying to get THEM to see that you will add value if their business chooses you. But if your ego gets in the way, you can just forget about getting past that gatekeeper. 

If your first call doesn’t go how you planned, take some time to reflect on your call persona and think about ways that you can offer genuine solutions instead of a pitch.

#4 Schedule your call during off-hours.

When deciding when to cold call your prospect, think about when their business is busiest and avoid calling at that time! Or, to ensure that your prospect will have adequate time to speak with you, call after hours. Of course, this doesn’t mean that you should schedule calls late at night, but once the rush dies down, the person who picks up is much more likely to hear you out than to put you on hold to deal with customers or solve day-to-day problems.

#5 Ask the gatekeeper’s advice.

Show the gatekeeper that you value their knowledge and position by simply asking what is the most respectful way for you to go about presenting your business to theirs. Then, listen and follow their instructions to show them that you’re respecting their boundaries. This will also build trust between you and the gatekeeper, an aspect of your cold call that is essential to getting an audience with the decision-maker.

#6 Try for a referral.

Do you know someone who can refer you to the gatekeeper? If so, that’s a GREAT way to establish credibility from the outset! When you make your cold call, mention the referring party by name and explain how you helped them. 

The Bottom Line: Don’t Give Up!

Cold calling can be awkward, difficult, and discouraging, but if you go into it with a positive mindset -- and if you decide that you will keep trying even if you’re shut down -- you will eventually find success. Be confident, persevere, and evaluate your current methods by comparing them to the tips above. Then, apply them and see how they help you get past that gatekeeper!