Some list gatekeepers as public enemy No. 1 when it comes to cold calling selling. Others credit gatekeepers for steering them in the right direction and helping them close a sale. It all depends on the approach.
It’s up to your salespeople whether gatekeepers become formidable obstacles or actually open doors to the decision maker.
Doing their jobs
Gatekeepers are people who are just trying to do their jobs. A gatekeeper can be a public relations person, the company receptionist or the decision maker’s assistant. Their most critical function is to screen phone calls or cold calls from people who may waste the decision maker’s time.
Underestimating is dangerous
Underestimating the unseen or untitled authority some gatekeepers possess can backfire. There are gatekeepers who have the power to influence the customer’s buying decisions. Many decision makers spend more time with their gatekeepers than they do with their families.
Form a relationship
It may be a good idea to give the gatekeeper the same respect you would give to the CEO. If you can get the gatekeeper’s trust, it’s going to be much easier to make him or her your ally.
Ask for help
One way to do this is to ask the gatekeeper for insights and ideas about how to meet with the right decision makers so you don’t waste anyone’s time. People are usually flattered when they’re asked for information and expertise, and gatekeepers are no different.
Adapted from the book The 12 Cliches of Selling by Barry Farber, President of Farber Training Systems.