One of the hardest things to do in the sales industry is to get past the gatekeeper and speak with the decision-maker. The gatekeeper is often an executive assistant, receptionist, or another individual tasked with filtering calls and emails to protect the time of those in power. Sales professionals know that successfully bypassing the gatekeeper can make the difference between closing a deal and being stuck in the waiting room indefinitely. We'll look at tried-and-true methods in this article to help you get through this important stage of the sales process and make sure you speak with the people who matter most.
Before diving into strategies for bypassing the gatekeeper, it's important to understand their role. Gatekeepers are just doing their job, which is to safeguard the decision-maker's time and attention; they are not enemies. They are often instructed to limit access to their boss, filtering out sales pitches, unnecessary meetings, and unsolicited calls. Recognizing this can help you approach them with the respect and professionalism needed to move forward.
One of the most effective ways of bypassing the gatekeeper is to build a genuine rapport with them. Consider them an ally as opposed to an obstacle. Start by treating them with respect and acknowledging their role. A simple greeting, remembering their name, or even complimenting them on something specific can make a big difference. The gatekeeper might be more likely to forward your call or message to the decision-maker if you have a positive relationship with them.
For example, when calling, spend a little time conversing with the gatekeeper rather than making your pitch right away. Ask them about their day, or if they've been with the company for a long time, mention something positive about the company. This small talk might seem trivial, but it humanizes the interaction and can make the gatekeeper more receptive to your request.
Getting past the gatekeeper doesn't always need a phone call in the modern digital era. Social media platforms like LinkedIn offer direct access to decision-makers. By crafting a thoughtful message that speaks to their needs and highlights your value, you can often bypass traditional gatekeepers altogether.
First, ensure your profile is polished and professional. Your message should be concise, personalized, and express the purpose of your outreach. Mentioning a mutual connection or shared interest might also boost the chance of a response. The goal is to stand out in a sea of generic messages, showing the decision-maker that you've done your research and have something of genuine value.
Timing plays a crucial role in bypassing the gatekeeper. Decision-makers are often more accessible early in the morning or late in the afternoon. You can improve your chances of making a direct connection with them by carefully scheduling the time of your email or call.
For instance, calling before the start of the workday or just after lunch can sometimes catch the decision-maker at their desk. At these times, the gatekeeper may not have arrived yet or they've already left for the day. Similarly, if you send an email late in the day it may be among the first messages they see in the morning, increasing the likelihood of a reply.
Another powerful method for bypassing the gatekeeper is to offer value upfront. Provide the gatekeeper with something that can benefit the decision-maker instead of jumping straight into a sales pitch. This could be valuable insights, a relevant industry study, or even a well-crafted piece of content that speaks directly to their business challenges.
If choosing to send an email, make it count. 87% decision makers say that email content impacts their purchase. Don’t get too fancy with your words, but do make it impactful and eye-catching. They need to see the value right away.
When the gatekeeper sees that you're offering something of value, they're more likely to pass your message along. This strategy not only helps you bypass the gatekeeper but also positions you as a trusted resource rather than just another salesperson.
The "Executive Reason" approach is a subtle yet effective technique for bypassing the gatekeeper. Saying that you're calling or emailing for an "executive reason" may catch the gatekeeper's attention when they ask about the purpose of your call or email. This phrase suggests that the matter is important and relevant to the decision-maker's role, making it more likely that your message will be passed on.
However, it's important to use this technique carefully. It should only be employed when you genuinely have a reason that aligns with the decision-maker's priorities. Misusing this approach can backfire and damage your credibility.
Another tried-and-true method for bypassing the gatekeeper is to find an internal advocate within the organization. This could be someone in a different department or even a co-worker of the decision-maker who can vouch for you. By leveraging an internal connection, you can often bypass the gatekeeper altogether, as your advocate can introduce you directly to the decision-maker.
Consider using LinkedIn to identify mutual connections or attending industry events where you can network with employees from the target company. Building relationships within the company can open doors that might otherwise remain closed.
Creating a sense of urgency can also be an effective way of bypassing the gatekeeper. When the gatekeeper senses that the matter is time-sensitive, they may be more likely to forward your message. This can be achieved by referencing a limited-time offer, a pressing issue, or an upcoming deadline that the decision-maker needs to be aware of.
However, as with the "Executive Reason" approach, it's important to use urgency sparingly and honestly. Overusing this tactic or using it inappropriately can lead to a loss of trust, making it even more difficult to connect with the decision-maker in the future.
Sometimes, the best way to bypass the gatekeeper is to project authority and confidence. If the gatekeeper senses that you are someone of importance or that your message is highly relevant, they may be more likely to pass you through. This doesn't mean being rude or intrusive, but rather speaking with conviction and clarity.
For example, when asked for the purpose of your call, confidently state that you have important information that the decision-maker will want to hear. Avoid sounding uncertain or hesitant, as this can make the gatekeeper more likely to shut you down.
In some cases, bypassing the gatekeeper may involve going straight to the top. If you're struggling to get through to a mid-level decision-maker, consider reaching out to a higher level employee. Senior executives are often more accessible and may delegate your request down to the appropriate person, bypassing the gatekeeper in the process.
Senior executives are frequently quite picky about who they interact with, so this strategy calls for thorough research and a compelling value proposal. However, if executed correctly, it can be a powerful way to bypass the gatekeeper and get your message heard.
In an age of digital communication, direct mail can be an unexpected and effective way of bypassing the gatekeeper. A well-written letter or package sent directly to the decision-maker can often bypass traditional gatekeeping measures, as it arrives in a different channel than phone calls or emails.
Ensure that your message is personalized and clearly valuable to the decision-maker in order to optimize the effect of direct mail. Including a handwritten note or a small, thoughtful gift can also help make it stand out and boost the possibility that it will be answered.
Persistence is key when it comes to bypassing the gatekeeper. Even the best techniques may not work on the first try, so it's important to follow up consistently and professionally. A heavy 60% of customers say no four times before saying yes. Through regular contact and demonstrating your determination, you can gradually wear down resistance and increase your chances of connecting with the decision-maker.
Change up your follow-up strategy to keep the gatekeeper interested. This could involve alternating between phone calls, emails, and social media messages, or even reaching out at different times of the day. The goal is to stay top-of-mind without becoming a nuisance.
Referrals can be a powerful tool for bypassing the gatekeeper. If you can mention a mutual connection who referred you, the gatekeeper is more likely to take you seriously and pass your message along. This approach leverages the power of social proof, as the gatekeeper will recognize that someone they trust has vouched for you.
To use this technique effectively, ensure that your referral is genuine and relevant to the decision-maker. A weak or unrelated referral can backfire, making it more difficult to bypass the gatekeeper later on.
Bypassing the gatekeeper is an essential skill for any sales professional. The secret is to be persistent, professional, and prepared whether you're employing the "Executive Reason" approach, leveraging social media, or building rapport. By applying these proven techniques, you can increase your chances of connecting with the people who have the power to make or break your deals.
At Strategic Connection, our agents are skilled and experienced in bypassing the gatekeeper and setting strong meetings with decision-makers. We understand the nuances of this critical part of the sales process and are dedicated to helping our clients achieve their goals with our lead generation services. Let us help you connect with the people who matter most.
Also, check out these links to our other digital marketing services.
