7 Ways To Beat The Gatekeeper - Shaun Gisbourne at Phone for Business
I know this is a telemarketing subject guaranteed to generate discussion whenever results suffer due to a lack of access to decision makers. It's also why those who've had success in dealing with gatekeepers continue to share their experiences on the subject. Here's my take.
Why is the gatekeeper there?
In short, to protect senior decision makers from people that want to speak with them without an appointment. They see no reason to trust us, therefore it's safer to deny access to their senior colleagues: They'll avoid trouble with their boss if they don't put your call through.
Once you accept this, it becomes easier to know what to do about it. Bear in mind: You have more choice about how you deal with the gatekeeper than they have about how they deal with you.
So, let's look at some options, none of which involve being rude or disrespectful:
1. The bare minimum.
Sales expert Marcus Cauchi says: "The gatekeeper isn't your mother". He's right. You're not obliged to answer their questions. Your job is to gather information not give it away freely. Remember: They are not the decision maker, so it doesn't make sense to spill lots of details about your company / products / services to them, however tempting it may be to do so. The decision maker should be the only person telling you directly whether there's a basis for conversation between you. Never send in literature, the planet's drowning in it!
2. While the cat's away.
Call before and after the gatekeeper's shift, before 09:00 and after 17:00. The gatekeeper is more likely to be absent and you've a better chance of reaching the decision maker.
3. Google is your friend.
Use the internet search engines to gain insights into the person you want to speak with. You'll often find valuable information, news, articles relating to them and even their email address in some cases. With your homework done, you've a stronger premise for your call.
4. Join the dots.
Where a "no name policy" exists, network with people you know to obtain a named contact within the company. This will pave the way to a warmer introduction to the decision maker.
Also use online directories such as www.linkedin.com to obtain names and details of people.
5. Try next door.
Ask to reach the decision maker's PA or a senior colleague that works closely with them. Often you'll get information about the priorities and movements of the person you're trying to reach which will enable you to plan and respond better.
6. Go on record
Ask to reach the decision makers' voicemail. Only use this option if you've developed more than one punchy message lasting less than 30 seconds with a call to action. Shorter is better.
7. Show tenacity
If you find you're getting nowhere with the gatekeeper, persist, with several other people if necessary. Always seek out alternative numbers from the company website and call them.
Use the steps above, and you should find your efforts better rewarded. If you still need help in getting past gatekeepers, phoneforbusiness can help.
Contact us at shaun@phoneforbusiness.com or call +44 203 348 8702
