Seven Tips for Getting Past Today’s Gatekeepers

Do gatekeepers still exist?

In traditional sales everyone was taught how to deal with the gatekeeper. I still frequently receive requests on training on how to deal with the gatekeeper. However, in today’s world there aren’t that many traditional gatekeepers.

The old image of the gatekeeper is the secretary or personal assistant of the head of buying or the owner of the company. Their role was to carry out all the admin work. But, most importantly, they made sure that their boss only got to have worthwhile calls.

These days most companies have a much leaner structure. They do not have the overhead to justify secretaries and PAs. In any case, technology has made much of their role redundant. However, gatekeeping is certainly alive and well in modern business.

How does gatekeeping work these days?

One of the functions of gatekeeping is keeping sales people away from the decision maker. Often someone will collect all the relevant buying information (or all the information that they think is relevant) to present to a more senior person who will make a buying decision. This may be a junior buyer, an office manager or an administration person.

Traditional gatekeeping involved selecting who got to have a lengthy discussion with the right person. In the modern business environment, you often don’t get the chance to present at that level. It is all about selling lower down the line. You may get to speak to the decision maker if you are on the final shortlist. Or the decision maker may decide without actually speaking to supplier.

If you are in this situation it requires a slightly different sales approach. So here are seven tips to improve your chances.

1. Treat the gatekeeper as a friend

It is very tempting to see a gatekeeper as an enemy. After all, they are keeping you from the decision maker. But it can be better to see it in a different light: they can be the one who puts your case to the decision maker and excludes your competitor. It is better to view them as a potential ally.

2. Accept the rules

Some sales people are tempted to believe that they should receive special preference because their solution is better or different. The gatekeeper is unlikely to see it this way. They are also likely to see people who want to break the rules as a nuisance. Therefore they are less likely to want to deal with these people.

3. Ask for help

There is a lot to be gained from working with the gatekeeper. Ask them how they like to work. And ask them what you can do to make their life easier. They will appreciate this. Most gatekeepers will be open with you if you take this approach.

4. Be memorable

The gatekeeper probably receives a lot of approaches. So how will you stand out from the crowd. Consider if you can create a memorable introduction about yourself. What can you do that the competition won’t? Can you deliver cake? Or a handwritten card?

5. Help the gatekeeper to make your case

If the gatekeeper is going to present to the decision maker on your behalf, ask them what they are going to say. If the gatekeeper is happy to accept your assistance you can even help them create a presentation. It is also worth asking the gatekeeper how they will deal with specific questions from the decision maker.

6. Accept that what you want is not always possible

Sometimes you are not going to be able to win over the gatekeeper. It is best to accept defeat gracefully. I have seen sales people try and work round the gatekeeper and go to the decision maker directly. The gatekeeper will always make life difficult for the sales person if this is done.

7. Thank the gatekeeper

No matter how the process goes for you, always thank the gatekeeper for their time and consideration at the end. You never know when you may encounter them again!

Much of this is similar to normal sales

Often the difference is in the sales person’s head. The gatekeeper is sometimes seen as a second-class prospect. But is this approach is taken then you may end up in deep trouble. The modern day gatekeeper can make or break your chance of a sale.

This is an extract from a bonus article from “Done For You Sales Scripts”

“Done For You Sales Scripts” features all sorts of ways to approach and manage prospects, including what to do when prospects go quiet on you. The book comes with a cast-iron 30-day money back guarantee.

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