How to Get Past The Gatekeeper in Sales? 10 Proven Strategies

As a salesperson or a business owner who heavily relies on cold calls, you are well aware of the term ‘how to get past the gatekeeper in sales.’ 

One way or another, if you haven’t run into one, you will. 

Eventually, it’s going to happen.

Call it a necessary evil, or the people who help to filter the process in terms of inbound leads, gatekeepers are there to stay for one reason or another.

Having said that, we decided to double down on everything associated with different aspects of getting past the gatekeeper.

And yes, if you’re expecting something along the lines of how to get past gatekeepers to polish your overall cold-calling skills, regardless of the company you’re currently working for, there’s a lot of stuff for you to explore here.

So, let’s get started and see everything there is to a gatekeeper, and how to tackle those fellas once and for all.

What Is a Gatekeeper in Sales? Secrets to Unlocking Your Sales Potential

Gatekeepers are the unsung heroes of the corporate world, acting as the initial barrier between salespeople and decision-makers. 

Typically, they are receptionists, executive assistants, or office managers responsible for fielding calls and managing access to senior leaders. Their role is to filter incoming communications, ensuring only relevant and important messages reach the decision-makers.

At Trellus.Ai, we interpret gatekeepers as line managers or people who report to line managers. For SDRs, they are the first line of defense, where the salesperson eventually needs to get past a gatekeeper in hopes of connecting with a decision maker.

These gatekeepers also exist in real life – that is if you think that a gatekeeper's existence is predominant to a phone-based approach.

For instance, if you are a pharma sales rep for any company, you’d have to do walk-ins at different health centers. For doctors to recommend any new drug or an alternative medicine, pharma reps need to connect with these gentlemen directly.

However, some gatekeepers normally keep sales individuals a step away from reaching out to doctors, decision-makers, or such people in particular. These gatekeepers are in the form of nurses, front desk reps, and so forth.

So, the typical route is that you go in there to drop off a few new drug samples and the gatekeeper tells you to drop them off in a room, stacked against other products from your competitors. In this case, there’s a very slim chance for your medicinal product to be noticed because these items do not see the light of day. 

They are pushed back to further side of the counter, as new sales rep come in to drop off their items.

The cycle continues…

That was the most basic level interpretation of the term: ‘What is a gatekeeper in sales.’

Importance of Getting Past The Gatekeeper in Sales

Statistically speaking, only 46% of the total salespeople make it past the gatekeepers to land a deal or get in touch with an actual decision-maker. 

Top it off with the probability of shrinking that percentage to a “whopping” 13% because decision-makers need to be influenced and convinced too. It’s not like calling it a day when you get connected with someone responsible for buying your company’s products to actually do that. 

Managers need convincing and that comes from solid communication skills. 

Also Read: How to Make Conversations Interesting – Beginners Guide for Sales Reps

Here are some of the best tips on navigating past the gatekeeper.

Bear in mind that these tips on how to get past the gatekeeper in sales aren’t set in stone.

Depending on your business requirements, the type of product you’re responsible for making sales on, or the niche itself, feel free to improvise along the way.

10 Best Strategies on How to Get Past the Gatekeeper In Sales

These strategies are a general to specific breakdown of what needs to be done. 

Take your pick, brush up on your smooth-talking sales skills, and don’t forget the importance of humanizing your conversations. 

We have explained each and every tip on how to get past gatekeepers in more detail to help you understand what each top-level strategy means.

1. Leveraging Referrals: Warm introductions can be a game-changer in bypassing gatekeepers.
2. Employing Humor and Building Rapport: A little humor can go a long way in easing tension and building a connection.
3. Personalized Approaches: Tailoring your communication to the specific gatekeeper and company shows effort and respect.
4. Confident and Assertive Communication: Striking the right balance between confidence and politeness is crucial.
5. Timing Your Calls Strategically: Knowing when to call can increase your chances of reaching decision-makers directly.
6. Utilizing Multiple Contact Methods: Combining phone calls with emails and social media outreach.
7. Offering Value to the Gatekeeper: Show respect and provide value to win gatekeepers over.
8. Mastering the Art of Follow-Up: Persistence often pays off, but it must be done tactfully.
9. Leveraging Technology and AI: Using CRM tools and AI solutions, such as Trellus.Ai to streamline and enhance real-time A. I sales coaching.
10. Continuous Learning and Adaptation: Staying updated on trends and adapting strategies based on feedback.

Each of these strategies will be explored in detail, offering practical tips to help you sail past even the toughest gatekeepers.

Understanding the Gatekeeper's Role In Terms of Responsibilities

Gatekeepers, often receptionists or executive assistants, play a crucial role in organizations.

Their primary responsibility is to manage and prioritize communications—calls, emails, and visitors—that seek the attention of decision-makers. 

It sort of makes them a critical first line of defense to protect the time of executives. Gatekeepers schedule appointments, screen calls, and filter information, ensuring that only relevant and important matters reach higher authorities.

Motivations Behind Gatekeepers' Actions

Understanding why gatekeepers act the way they do can be very enlightening for sales professionals. Their motivations are usually rooted in:

• Protecting Decision-Makers' Time: Gatekeepers are tasked with preventing unnecessary interruptions that could distract executives from their core responsibilities.
• Maintaining Productivity: By ensuring that only pertinent issues reach decision-makers, gatekeepers strive to maintain organizational productivity.
• Following Protocols: Gatekeepers often have strict guidelines they must follow, which inform their decision on whether to pass on a communication or not.

1: Leveraging Referrals – The Importance of Warm Introductions

Leveraging referrals can be your secret weapon to breaking through the gatekeeper's defenses. 

A warm introduction immediately signals trust and authority, making it easier to get your foot in the door. When someone within the organization vouches for you, the gatekeeper is more likely to view your call or email favorably. 

This sense of validation minimizes the initial skepticism and can make the gatekeeper an ally rather than an obstacle.

Speaking of warm introductions and that “human touch”, don’t forget the fact that everyone else is riding the same horse in the sales and cold-calling game.

We have never been a big fan of pushy sales tactics, because, at the end of the day, you need to make the gatekeeper feel that it’s their decision to make. Gatekeepers and decision-makers have probably received tons of calls, emails, messages, and referrals before yours, so, they can pretty much sniff out anything from a mile.

Our advice is to treat them with a ton of respect, connect with them at a human level, and “warm” up to them – even if it takes more than one call. Get to know the gatekeeper as a person, or find a mutual contact to fill you in on their preferences and requirements.

The same logic applies to you when you’re looking to make that call to a decision-maker.

Moving on with the best tips on how to get past the gatekeeper in sales, we’ll do a quick rundown of different techniques that you can employ to obtain those referrals/ mutual contacts.

Techniques for Obtaining and Using Referrals

Getting referrals isn't just about asking for favors; it's about earning them. Here's how to do it effectively:

1. Cultivate Relationships: Build strong relationships within your network by adding value consistently. Share insightful industry information, offer help without expecting anything in return, and engage genuinely with your contacts.
2. Ask at the Right Time: Timing is key. After closing a successful deal or receiving positive feedback, politely request a referral. For example, say, "I'm glad you found our service valuable. Do you know anyone else in your network who might benefit from it?"
3. Be Specific: When asking for a referral, be clear about who you'd like to be introduced to. This specificity makes it easier for your contact to think of someone and reduces the likelihood of generic or unhelpful introductions.
4. Provide a Template: To make it easier for your contact, provide a short, customizable email template they can use. This reduces the effort required on their part and increases the likelihood of follow-through.

Referrals CAN Bypass Gatekeepers – Here’s Why!

Referrals work because they come with built-in trust. 

When a decision-maker hears your name from a known and respected source, the gatekeeper's usual filtering mechanisms are often bypassed. 

Instead of being just another cold call, your approach becomes a known quantity—someone vouched for by a credible connection. This shifts the gatekeeper's role from defensive to facilitative, aiding your introduction to key decision-makers.

In a way, this approach sets the stage for a more considerate and effective sales strategy.

2: Employing Humor and Building Rapport

Building rapport with gatekeepers can be your golden ticket to the decision-makers. Humor, when used appropriately, is a powerful tool in establishing that initial connection. Let’s explore why humor works, how to build rapport, and examples of effective, professional humor.

Benefits of Using Appropriate Humor

Humor can disarm tension and make interactions memorable. Here’s why you might want to incorporate it into your sales strategy:

• Breaks the Ice: A well-timed joke or light-hearted comment can break down barriers and set a positive tone for the call.
• Humanizes You: It shows you’re personable, not just another sales rep. This can make the gatekeeper more willing to help you.
• Creates Positive Association: Humor can create a favorable impression of you and your company, which could smooth subsequent communications.

Techniques for Building Rapport with Gatekeepers

Building rapport isn’t just about making the gatekeeper laugh. It’s about building trust and mutual respect. Here are some techniques:

1. Listen Actively: Show genuine interest in what the gatekeeper is saying. Repeat back key points to show you’re listening.
2. Use Their Name: People appreciate being acknowledged by their name. It personalizes the interaction.
3. Find Common Ground: Whether it’s a shared interest or a mutual acquaintance, finding common ground helps build a connection.
4. Show Appreciation: Thank them for their time and assistance. Small gestures of gratitude can go a long way.

Examples of Effective, Professional Humor

Understanding the balance between professional and playful is key. Here are a few examples:

• Light-hearted Comments on Common Situations: "Is it just me, or is Monday morning coffee an absolute necessity?"
• Self-deprecating Humor: "I must have called at the exact wrong time. My timing is impeccable!"
• Shared Workplace Humor: "I bet you’ve heard every sales pitch in the book. Hopefully, mine isn’t too cliché!"

These examples are light and easy—they don’t touch any sensitive topics and show humility. Always steer clear of controversial subjects and keep your humor respectful.

Building rapport is more than just cracking jokes; it’s about creating a genuine and professional connection. 

Through witty and thoughtful humor, you’re more likely to win over gatekeepers and get that critical introduction to the decision-makers.

Moving forward, another key strategy to consider is tailoring your approach to each company and gatekeeper for optimal results.

3: Personalized Approaches Are Way Better Than Going Off a Script

One-size-fits-all is a concept that falls flat when it comes to sales, especially in a landscape as competitive as today's. Personalized approaches begin with thorough research. 

Understanding a company's structure, values, recent news, and even the decision-makers' preferences can set the groundwork for a more meaningful and engaging conversation.

Start by investigating the company's:

• Recent News: Check their latest press releases and news articles to understand their current projects and priorities.
• Social Media Presence: Analyze their LinkedIns, Twitter feeds, and other social platforms for insights into their branding and culture.
• Industry Trends: Keeping up with industry-specific challenges and opportunities shows that you're proactive and knowledgeable about their context.

With these insights, you’re better positioned to speak their language and address specific pain points effectively.

Tailoring Your Approach to the Specific Gatekeeper and Company

Once you've gathered your intel, it's crucial to tailor your approach. Remember, gatekeepers aren't just barriers; they can also become valuable allies. Here’s how you can do just that:

1. Mention Their Role and Responsibilities: Recognize the value they bring to the organization. A line like, "I understand that managing such a bustling office is no small task," shows respect and empathy.
2. Highlight Shared Interests or Connections: If you notice the gatekeeper shares an alma mater or professional interest, weave it into your conversation tactfully.
3. Align With Company Values: If the company prioritizes innovation, for instance, emphasize how your product or service aligns with its commitment to forward-thinking solutions.

Examples of Personalized Opening Lines

A personalized opening line can be a game-changer. Here are some examples to get you started:

• For Recent News: "I just saw that your company launched an exciting new product. It must be amazing to be part of such an innovative team!"
• For Social Media Insights: "I noticed on Linkedln that your team just hit a major milestone. Congratulations! How do you see this development impacting your goals for the next quarter?"
• For Industry Trends: "With the new regulations coming into play, I can imagine your company must be busy adapting. I'd love to help streamline that transition."

Personalization demonstrates your genuine interest and stands out amid generic cold calls. It tells the gatekeeper and, eventually, the decision-maker that you’ve done your homework and care about their specific needs.

This nuanced approach fosters trust and aligns your objectives with the goals of both the gatekeeper and the decision-maker. Mastering this will ease your path for the subsequent strategies and ultimately help you unlock more sales opportunities.

4: Confident and Assertive Communication

When navigating sales calls, confident and assertive communication can be your best ally.

You need to sound genuinely authoritative, like a seasoned business director, while balancing confidence with a polite demeanor. Here’s how you can master this art:

Techniques for Sounding Like a Business Director

Articulating like a business director isn't just about what you say but how you say it. Here are some actionable techniques:

• Use Power Words: Sprinkle your conversation with industry-specific jargon and powerful verbs (e.g., "strategize," "maximize," "implement").
• Voice Modulation: Project your voice clearly and confidently. Vary your pitch and tone to emphasize points and keep the gatekeeper engaged.
• Pacing: Speak at a moderate pace. Rushing can signal nervousness while speaking too slowly might lose their attention.
• Specificity: Be specific about why you are calling and what value you offer. Ambiguity can erode trust.

Balancing Confidence with Politeness

While confidence is key, politeness should not be overlooked. You can strike this balance through the following:

• Respect Their Role: Acknowledge the gatekeeper’s position and responsibilities. Showing respect can open doors.
• Active Listening: Ensure you listen to their responses and show empathy. This builds a genuine connection.
• Tactful Phrasing: Use phrases like “May I kindly ask...” and “I understand you are busy, but...” to convey politeness without sounding timid.

Script Examples for Assertive Yet Respectful Communication With a Gatekeeper!

Here are some sample scripts to illustrate the techniques above:

• Initial Contact:
  • "Good morning, [Gatekeeper’s Name]. This is [Your Name] from [Your Company]. I’m reaching out to discuss a strategy that could significantly boost [Prospect Company’s] productivity."
• Handling Objections:
  • "I understand that [Decision-Maker] is busy. However, [Brief Value Proposition] could be of great benefit to [Prospect Company]. Could you help me schedule a time that works for both of us?"
• Seeking Referrals:
  • "If now isn’t a good time, could you kindly refer me to someone else in your organization who might find this information useful?"

Mastering confident and assertive communication will not only lead you to the decision-makers more effectively but also establish a strong, professional first impression. 

Techniques like these, when appropriately balanced with politeness, can elevate your interactions with gatekeepers and smooth the path ahead.

5: Timing Your Calls Strategically

Understanding when to make your sales calls can make all the difference in reaching the decision-makers directly. Let’s delve into how timing can work wonders.

Best Times to Call to Reach Decision-Makers Directly

To increase your chances of connecting with key decision-makers, aim to make your calls during times when gatekeepers are less likely to intercept them. Two prime windows are:

• Early Morning (8 AM to 9 AM): Decision-makers often start their day early, setting the agenda before the main flow of work begins. Gatekeepers may not yet be at their desks, providing a perfect opportunity to get through.
• Late Afternoon (4 PM to 5 PM): As the workday winds down, decision-makers may be wrapping up tasks. Gatekeepers, on the other hand, could be preoccupied or have already left for the day.

Avoid calling on Mondays and Fridays, as these days tend to be busy with meetings and catching up on work or winding down for the weekend.

Understanding Company Schedules and Routines

Familiarize yourself with the company’s schedule and routines. This can include:

• Knowing Business Hours: Not every company operates on a 9-to-5 schedule. Understanding their specific hours can help you time your calls better.
• Understanding Industry Customs: Some industries have common patterns like finance sectors being hectic at the month’s end or tech firms having quiet periods after product launches.

Being aware of these routines can aid in choosing the optimal time to connect.

How to Use Timing to Your Advantage

Timing isn't just about the clock. It’s also about understanding the flow of business operations. Here’s how you can use timing strategically:

• Plan Ahead: If you know a major industry event is happening, plan your outreach accordingly. Decision-makers may be more open to discussions right after attending major conferences or exhibitions.
• Follow the Seasons: Certain times of the year may be busier for different industries. For instance, retail sectors ramp up during the holidays and slow down afterward. Aligning your timing with these cycles can be advantageous.
• Leverage Downtimes: Use quieter periods to your advantage. These are times when decision-makers might be more relaxed and open to considering new opportunities.

With these insights, you can boost your chances of successful connections, paving the way for more productive conversations.

6: Utilizing Multiple Contact Methods

Combining phone calls, emails, and social media outreach provides a comprehensive strategy. Here's why:

• Phone Calls: Direct and personal, phone calls can establish immediate rapport. However, they're often screened by gatekeepers.
• Emails: Ideal for detailed information and follow-up. They allow you to reach the decision-maker's inbox directly.
• Social Media: Platforms like LinkedIn can introduce you to decision-makers in a less formal setting, often bypassing gatekeepers.

Benefits of a Multi-Channel Approach

A multi-channel approach increases your chances of successful contact. It ensures you're not putting all your eggs in one basket. Here are the key benefits:

1. Broader Reach: Different channels can access different facets of a prospect's daily routine.
2. Reinforced Messaging: Seeing your message in multiple formats encourages recognition and consideration.
3. Flexibility: Some decision-makers prefer emails, others social media messages, and some phone calls. Offering multiple options meets them where they're most comfortable.

How to Create a Cohesive Outreach Strategy

Balancing multiple contact methods requires a unified approach. Here's how to keep it organized:

• Planning: Develop a schedule that outlines when and how you’ll contact the prospect using each channel. For instance, start with a LinkedIn introduction, followed by an email, and then a phone call.
• Consistency: Present a consistent message across all platforms. Ensure your branding, tone, and value proposition align.
• Personalization: Tailor each message to the platform and the individual. Reference recent activities on LinkedIn, customize the email subject lines, and mention previous conversations in phone calls.
• Tracking: Use CRM tools to track interactions and set reminders for follow-ups. This ensures no step is missed and your outreach remains systematic.

7: Offering Value to the Gatekeeper

Gatekeepers hold a vital position within their organizations. 

We mentioned it a couple of times already. Since they are a key to landing you that deal, one way or another, be uber-respectful towards them. 

Even if a gatekeeper sounds not interested, or might rub off you in an apparently rude manner, try to find a silver lining that’d help you to establish a human connection. 

We know that sales calls are always on a time-crunch, with sales people given a specific target against the number of calls they need to make. However, if you can squeeze in a few more additional calls, or appointments to speak with a gatekeeper that you think is potentially important, go ahead and do that.

Ways to Provide Value to Gatekeepers

Offering value to gatekeepers can significantly enhance your chances of getting through to decision-makers. Here are some effective ways to achieve this:

1. Share Relevant Information:
   • Provide resources or industry insights that can help them in their role. Articles, reports, or updates relevant to their sector demonstrate your expertise and willingness to assist.
2. Personal Assistance:
   • Offer help with their immediate tasks. This could range from easy-to-use tools that can enhance productivity to sharing tips on managing workflow more effectively.
3. Acknowledge Their Expertise:
   • Show genuine respect for their role by asking for their advice or opinion on certain matters. This not only builds rapport but also underscores their importance.
4. Positive Communication:
   • Maintain a friendly and professional tone in all interactions. A warm thank you email acknowledging their help can go a long way in establishing a positive relationship.

How Helping Gatekeepers Can Lead to Access to Decision-Makers

When gatekeepers perceive you as helpful and respectful, they're more likely to facilitate a connection with decision-makers. Here’s how building trust and offering value can benefit your sales process:

• Trust and Rapport:
  • As mentioned earlier a couple of times, if you were to treat gatekeepers as valuable contacts, you nurture trust and build rapport. This can form a solid foundation for cooperation and support. It’s one of the best tips on how to get past gatekeepers, and circumventing your way across ‘what is a gatekeeper in sales’ term.
• Advocacy:
  • A gatekeeper who trusts you may advocate on your behalf, making it easier for you to gain favorable attention from decision-makers. Their endorsement can sometimes be the key to securing a meeting.
• Information Sharing:
  • Gatekeepers who view you positively might share useful insights about decision-makers' preferences or schedules, enabling you to tailor your approach more effectively.

8: Mastering the Art of Follow-Ups

Moving on, persistence is key in sales, but it must be balanced with respect. 

Ensure that you’re keeping your foot on the pedal when it comes to effective follow-ups. Doing so can make the difference between a missed opportunity and a closed deal.

Known Techniques for Follow-Up Communications

1. Be Brief and Specific: Keep your messages concise and to the point. Highlight the value you bring and why you're reaching out again.
2. Use Multiple Channels: Utilize a mix of phone calls, emails, and sometimes social media to follow up. Different platforms increase your chances of being seen.
3. Personalize Each Follow-Up: Mention specifics from past conversations or tailor the message to the gatekeeper's or decision-maker's recent activities.

Here's an example:
"Hi [Gatekeeper's Name], just a quick follow-up on my previous email regarding how our solution can help [Company's Name] improve [specific aspect]. 

I believe it could significantly benefit [specific department]. Looking forward to your response. Best, [Your Name]"

How to Track and Time Your Follow-Ups

To avoid overwhelming the gatekeeper or decision-maker, it's essential to space your follow-ups thoughtfully. One useful approach is the 3x3 Rule:

• Follow up three times over three weeks.
• Start with an introductory message, followed by two additional messages spaced equally over the following days.

Tools like CRM systems are invaluable for tracking communications and scheduling follow-ups. Setting reminders ensures no lead slips through the cracks, keeping your pipeline healthy.

And you know what? It doesn’t end at that.

Continuously refine your follow-up techniques to adapt to new experiences and feedback, setting the stage for further successful engagements.

9: Leveraging Technology and AI

Customer Relationship Management (CRM) systems are a goldmine for organizing customer data, tracking interactions, and managing your sales pipeline. 

Tools like Salesforce, HubSpot, and Zoho CRM help you gather vital information about leads and clients. 

But here’s the best part.

Trellus.Ai comes as a fully flexible Ai coaching system that works through a simple, but super-effective Google Chrome extension. 

It’s more like a plug-and-play system with out-of-the-box solutions for sales reps who are looking to enhance their communication skills while being hinged on roadblocks.

The program suggests real-time tips, and coaches you to perform better in sales calls, such as highlighting weak areas where you can navigate the conversation instead of hitting that awkward silence moment.

On top of that, Trellus is a power dialer, with plans on releasing a fully-fledged parallel dialing system that’s soon to be released as per the upcoming product development roadmap.

Top it all off with a super-affordable pricing plan, and you’re looking at a tool that can be incorporated into your existing CRM from the get-go.

What more could you ask for?

10: Continuous Learning and Adaptation

No strategy is infallible, and your sales journey will inevitably include both wins and losses. Analyzing what went right and wrong is crucial for improvement. 

Use data from your CRM to track performance metrics, identify patterns, and pinpoint areas that need adjustment. Create a habit of conducting regular reviews with your team to share insights and foster a culture of continuous improvement. 

Learning from failures is often more valuable than celebrating successes; it sharpens your approach and prepares you for future challenges.

Adapting Strategies Based on Feedback and Results

Adaptability is your best ally in a dynamic business environment. 

Regularly soliciting feedback from clients, colleagues, and even gatekeepers can provide fresh perspectives on your sales tactics. Use this feedback to refine your pitch, communication style, or overall strategy.

Over To You!

Bringing together the strategies discussed can significantly enhance your ability to navigate through gatekeepers and reach decision-makers.

We recommend embracing these strategies holistically but do so at your own pace.

Wait and learn from different KPIs, and watch your ability to get past gatekeepers exponentially.

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