In the fast-paced world of sales, getting past the gatekeeper can make or break your ability to connect with decision-makers and ultimately close deals. Gatekeepers are usually the first line of defense for executives and other key decision-makers in any business. They ensure that only important and relevant calls get through, making it challenging for sales professionals to pitch their products or services.
But fear not! There are tried-and-tested strategies for successfully bypassing gatekeepers, getting in front of decision-makers, and increasing your chances of closing the deal. This blog will explore how to navigate gatekeepers in different industries, with examples of effective sales calls and tips to improve your cold-calling game.
Before diving into specific strategies, it’s crucial to understand the role gatekeepers play. They are not the enemy; they are often tasked with managing the time and workload of decision-makers. By understanding their role and respecting their position, you can work with them, not against them, to achieve your sales objectives.
Gatekeepers are often experienced at recognizing a sales pitch from a mile away. If you come off as vague or too aggressive, you’ll get shut down before you start. Being polite yet direct is key. Instead of trying to trick your way through, get to the point clearly and confidently.
You: “Hi, this is John from XYZ Solutions. I’m calling regarding a solution that can help improve your company's supply chain efficiency by 20%. Can you please direct me to Mr. Anderson, who I believe manages operations?”
Gatekeeper: “What is this regarding again?”
You: “I work with companies in your industry to streamline their operations, and I believe Mr. Anderson would be interested in hearing how we can help.”
Being clear and to the point shows confidence. You acknowledge that the gatekeeper is in control but also assert why your call is important without sounding like a hard sell.
Each industry has different approaches when it comes to dealing with gatekeepers. By understanding the nuances of each, you can tweak your strategy to improve your chances of getting through.
When dealing with gatekeepers in the tech industry, it helps to use industry jargon to demonstrate that you’re not just another salesperson. For example, mentioning pain points like “reducing downtime” or “improving system scalability” shows that you understand their world.
You: “Hi, I’m calling to discuss a cloud migration strategy that can reduce your infrastructure costs by 30% and improve security. Can you direct me to your CTO?”
Gatekeeper: “He’s unavailable right now. Can I take a message?”
You: “Of course! Please let him know I’m calling about a solution that has helped other tech companies like yours avoid data loss and ensure system uptime during migration.”
By mentioning specific industry challenges, you’re more likely to pique the gatekeeper’s interest and be forwarded to the decision-maker.
Healthcare professionals are known for their packed schedules. The best time to catch them is either early in the morning or after hours, when things are quieter. Mentioning relevant healthcare regulations, like HIPAA compliance, can also build credibility.
You: “Hi, this is Sarah from MedSolutions. I understand Dr. Taylor is incredibly busy, but I have a solution that could help the clinic comply with new HIPAA requirements while improving patient care. Could you let her know I’m calling about that?”
Gatekeeper: “Dr. Taylor doesn’t take unsolicited calls.”
You: “I completely understand. Can you pass along a quick note? This solution has reduced compliance costs by 15% for other clinics.”
Notice how this approach respects the gatekeeper’s time while positioning your solution as something that could genuinely help the decision-maker.
In finance, people respect hierarchy and relationships. If possible, mention a referral from someone within the company or a partner company. If that’s not an option, demonstrate your authority by mentioning other companies in the industry you’ve helped.
You: “Hi, this is Mike from SecureInvest. We’ve helped companies like yours save on insurance premiums by integrating new risk management software. Could I speak with your CFO?”
Gatekeeper: “Do you have an appointment?”
You: “I don’t have an appointment, but we’ve worked with ABC Investments on a similar project and saved them over $200,000 in premiums. I’d love to share how we can do the same for your team.”
By referring to a trusted name or a similar success story, you’re more likely to gain credibility with the gatekeeper and eventually get through to the decision-maker.
When it comes to cold calling, there are certain tactics that work well across industries to help you bypass gatekeepers. Let’s dive into a few of the most effective tips and tricks.
Gatekeepers are trained to detect cold callers, so you need to sound like you belong on the phone with the decision-maker. Using phrases that show authority and confidence can make a huge difference.
You: “Hi, I need to speak with Jane in marketing about a project we’re working on together.”
Gatekeeper: “Is she expecting your call?”
You: “Not specifically, but we’re in discussions about improving their digital strategy, and I wanted to provide some key updates.”
By sounding confident and familiar with the decision-maker, you’ll give the impression that your call is important and worth forwarding.
Building rapport with the gatekeeper can go a long way. If you can find out their name or remember it from a previous interaction, use it to create a more personal connection.
You: “Hi, Susan, this is Josh from BrightSolar. I spoke with you last week about connecting with David. Is he available for a quick chat today?”
By using the gatekeeper’s name and referencing a previous interaction, you create a more personal and positive tone, which increases the likelihood of getting through.
Persistence is key in sales, but there’s a fine line between being persistent and being annoying. If a gatekeeper blocks you once, don’t give up. Try calling at different times or approaching them from a different angle. However, make sure you’re spacing out your calls enough to avoid being seen as a nuisance.
You: “Hi, this is Rachel from GreenWorks. I’ve been trying to connect with Tim regarding a new sustainability project we’re working on that I think he’d be interested in.”
Gatekeeper: “He’s not available right now.”
You: “Thanks for letting me know. I’ll follow up later this week. Could you let him know I called about how we’ve helped companies like XYZ reduce their carbon footprint?”
By showing persistence while respecting their schedule, you demonstrate that you’re serious about connecting without being overly pushy.
Cold calling is effective, but sometimes a multi-channel approach can be even more powerful. If you’re having trouble getting past a gatekeeper, try reaching out via LinkedIn, email, or even direct mail. By using multiple touchpoints, you increase the chances of getting noticed.
You: “Hi, I recently sent a LinkedIn message to Mr. Brown about a proposal that could save your company 25% on logistics costs. Could you help me connect with him to discuss further?”
By mentioning another channel, you clarify that you’re serious about the conversation and have already made efforts to connect.
The work doesn't stop there once you’ve successfully bypassed the gatekeeper. Building a strong relationship with the decision-maker is crucial to closing the deal and fostering long-term success.
How can you build relationships with key decision-makers to get promoted?
Getting past the gatekeeper is just the first step. To keep the momentum going, follow up with valuable information. Whether it’s a case study, a relevant article, or an additional piece of information that supports your pitch, providing extra value shows that you’re invested in solving their problem.
Email Subject: “Further insights on reducing downtime for your IT infrastructure.”
Email Body: “Hi [Decision-Maker’s Name], it was great speaking with you earlier. As promised, I’ve attached a case study that outlines how we helped a similar company reduce their downtime by 35%. I’d love to discuss how we can do the same for you. Looking forward to your thoughts!”
By providing value after your initial conversation, you keep the dialogue open and build trust with the decision-maker.
Always have a clear next step in mind when speaking with a decision-maker. Whether it’s scheduling a follow-up call, sending over a proposal, or arranging a product demo, you should always push the conversation forward.
You: “It was great discussing your marketing challenges today. How about we schedule a demo next week to show you exactly how our platform can increase your lead conversion rates?”
By asking for the next step, you’re taking control of the sales process and keeping the momentum toward closing the deal.
Bypassing gatekeepers and getting through to decision-makers is an art that requires strategy, persistence, and a personal touch. Whether you’re selling to tech, healthcare, finance, or any other industry, tailoring your approach to the specific nuances of that field can significantly improve your chances of success. Remember to treat gatekeepers with respect, sound confident and authoritative, and always follow up with value.
With these tips and strategies, you’ll be well on your way to mastering the art of cold calling and closing more deals.
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