Changing how you look at the gatekeeper will ultimately get you closer to the decision-maker.
By Brian Sullivan
I was recently traveling with a salesperson spending a day cold prospecting in the field. My job was to sit back, watch the rep do his thing, then give him some tips on what he could do better. Because I am a master sales strategist and expert sales coach, my innate abilities allowed me to pick on something very nuanced that was preventing him from being successful. My keen eye noticed … HE WAS TREATING THE GATEKEEPERS LIKE CRAP! (Brilliant, right?)
What is it with the generations-old relationships between gatekeepers and salespeople? Why do salespeople fear gatekeepers, and why do gatekeepers loath salespeople? While I don’t have a scientific answer backed by data, I believe that BOTH are to blame. But guess what, we don’t have control over the attitude of the gatekeepers towards us. Maybe they act that way because countless salespeople (like the guy I was traveling with) look at these humans … as gatekeepers. If that’s you, stop looking at them that way. Instead, look at them as the Innkeeper. Be nice, and they will let you IN!
At our company, PRECISE Selling, we use software to record the calls of many of our clients’ (as well as our own) outbound sales teams. This helps us better coach them as we can deliver specific tips to salespeople on what to say and how to say it. Many of the unsuccessful calls we listen to often start with the salesperson saying something like this once the phone is picked up:
“Hello, I’m trying to get in contact with Dr. Joe Smith. Is he in today?”
This sales rep might as well say, “Hello, I know you aren’t very important, so I have no reason to be nice to you. Do me a favor and get me over to somebody who actually has the power to make my commission check fatter.”
Treat the gatekeeper like dirt and you can be assured they won’t be helping you. Instead, begin your call/visit by asking the gatekeeper for help. With a subtle tweak, you will be a lot more successful. Instead say something like:
Hello, my name is ________ with ________ and I was hoping you could help me?
We have found that it is hard for gatekeepers (or any human for that matter) to be a jerk to somebody who warmly asks for help. Also, be conscientious of the tone of your voice and don’t forget to smile when asking. People will do more to help you based on your attitude and enthusiasm than anything else.
If the gatekeeper doesn’t understand who you are, who you should talk to, or why the target prospect will want to talk to you, take a step back and educate the gatekeeper by sharing either a little bit about the value you provide, the pain that your company solves or some examples of other named clients you serve. But don’t launch into a full-blown sales presentation.
Below are some examples of things you can say after your initial greeting:
Value you provide
Let me take a step back and let you know why I am calling/visiting. The reason for my call is that we help clinics like yours to:
- Value Point 1
- Value Point 2
- Value Point 3
I don’t know if you all want to improve those areas and that is why I am calling. Do you know if Dr. Joe is the right person to speak with or would you recommend somebody else here at the clinic?
Pain points
Let me take a step back and let you know why I am calling/visiting. The reason for my call is that we work with a lot of clinics, and they often have issue with:
- Pain Point 1
- Pain Point 2
- Pain Point 3
I don’t know if you all are facing some of those same issues, and that is why I am calling/visiting. Do you know if Dr. Joe is the right person to speak with or would you recommend somebody else here at the clinic?
Name drop
Let me take a step back and let you know why I am calling. The reason for my call is that we worked with (Name-Drop Client) and helped them to (Technical Improvement). This ultimately helped them to (Business Improvement).
I don’t know if we can help you in the same way, and that is why I was calling/visiting. Do you know if Dr. Joe is the right person to speak with or would you recommend somebody else here at the clinic?
Another way to effectively engage a gatekeeper and maximize your time is by asking the same types of questions you would pose when speaking with a target prospect. This could include inquiries related to their current environment, challenges they’re facing or pain points that need resolving. Doing so allows you to start building rapport right away while demonstrating your knowledge in the field.
Final point
Change how you look at the gatekeeper by changing your perspective. Look at them as an ally to get you closer to being able to serve the client … and NOT as an obstacle. Treat the gatekeeper as the Innkeeper, and as great as you would treat the ultimate decision-makers. And who knows, you just may make a friend who is happy when you call/visit.
As Founder of PRECISE Selling, Brian Sullivan, CSP helps improve sales, customer service, negotiations, leadership, and presentation skills through seminars and Internet training programs. Go to www.youtube.com/c/BrianSullivanPRECISE and subscribe to his weekly video tips that will help you become your company’s Top Sales Performer.