The Art of Gatekeeping

Any manager will tell you that having a good gatekeeper at the front desk is invaluable! After all, there are already too few hours in a day to get everything done.  But what if your CSR team blocks important phone calls or comes across as disingenuous when communicating with people they assume are solicitors.

I cannot count the number of meetings that were missed, or times I was told the person I needed to speak with was in surgery (or otherwise occupied), because the person I was speaking to didn’t realize I had real business (and a scheduled appointment) with the manager or doctor.  It’s critically important that your team have a script in place to handle phone calls from people other than clients so that the person on the other end of the phone doesn’t feel blown off or lied to.  Yes, I know, you probably aren’t worried about making the office supply sales guy feel ignored, but the exchange you have with sales people is still a reflection on your business, so it’s important to always put the best foot forward.  

Here are some suggestions for perfecting the art of gatekeeping:

1. If, as the manager or owner, you know that you are waiting on a call from someone specific, let everyone at the front desk know.  If there is a specific time you are expecting the call, put it on the schedule somewhere as a reminder.
2. Persons answering the phone should do so assuming that everyone calling is well intentioned.  After all, even the office supply sales guy is probably a nice fella and he’s just trying to earn a buck like everyone else.  There is no excuse to be snarky to him (that includes tone of voice).
3. Consider creating scripts for your team.  Something like…

CSR:  “ Good morning, thank you for calling ABC Animal Hospital, this is Mary, how may I help you?”

Salesperson:  “Is Miranda (the practice manager) available please?”

CSR:  “I can certainly check for you, may I ask who is calling?”

If the person identifies themselves as a salesperson (and it’s certain that the doctor or practice manager doesn’t want to speak to them), politely place them on a brief hold (10-15 seconds) and then come back to the phone and simply state that the person they requested to speak with is unavailable and offer to take a message.  

Do not make up an excuse about why the person they requested to speak with cannot come to the phone.  Eventually people figure out that they are being lied to, and that’s not a good feeling.  

If someone continues to call the practice, and there is no interest in speaking with them, often the best course of action is for the practice manager to hop on the phone and let them know that there is no interest at this time and thank them for the call.  Come up with a process for when this  happens (after the 3rd phone call for example) so you team knows how to handle it appropriately.  

As a manager or business owner it's okay to protect your time, just be sure your business is being well represented in the process.