Gatekeepers: who are they and how to get past them?
If you are a?B2B?sales rep, chances are high that you’ve been stopped by a gatekeeper on your way to reach a C-level executive to offer your product or service.
A gatekeeper is typically a receptionist, assistant, office manager or phone operator who stands between you and the decision making executive. These people do anything to put a barrier between you and the person you aim to reach.
Gatekeepers are professionals, and you have to master the ways to get past them. Let’s see how.
1.???Do the research first
As salespeople, the first thing to do is to research the company and people you’re trying to sell to. Search on the internet, explore LinkedIn profiles. Find some key information about the company, and use it during your call: like the company's current position in the market, the range of products or services... This will help you to prepare your conversation with the gatekeeper, and sound more trustful and solid during the call.
?2.???Treat the gatekeeper with respect
领英推荐
Don’t be a cold caller who’s only trying to sell a product or service. Try to build rapport through small talk and nice conversation. Always show appreciation with any help they provide. Treat the gatekeeper as a human being who can help you, and not as an obstacle on your way.
?3.???Be polite and confidant
Remember, it is critical to stay polite, if you want to succeed. Before making the call make sure to take the pressure off and gather your thoughts. Work on your voice to sound confident and calm.
?4.???Use a script specifically for the gatekeepers
All sales reps have a cold call script. Now create one specifically for the gatekeepers! Use asking for help phrases to build trust, like “I’m wondering if you could help…”, “I’m not sure who is the right person for me to talk to…”. This will also help you to break the ice in conversation.
Getting past the gatekeeper doesn’t guarantee your sale. But the more you do it, the better you’ll get at it, and increase your chances of success.