10 methods for effectively getting past the gatekeeper

Who is a gatekeeper?

In the sales landscape, "gatekeeper" is a term for someone who holds the keys to decision-makers within an organization. They are typically receptionists, administrative assistants, or coordinators. 

These gatekeepers have the crucial task of screening calls and visitors, ensuring only those with pertinent reasons reach the right person, like executives or managers. They stand as the first line of defense, protecting these busy professionals from unnecessary or irrelevant intrusions.

Understanding the gatekeeper's role is vital for sales teams. They are the ones who prioritize the needs of high-level executives, handling an array of tasks from coordinating meetings to managing extensive communications. Their days are filled with critical decisions, maintaining the intricate balance of an executive's schedule.

As a salesperson aiming to get past gatekeepers, you're entering their world of rigorous schedules and high stakes. Each interaction, including your call, interrupts their meticulously planned day. Gatekeepers are adept at identifying and filtering distractions, so your approach must be respectful, considerate, and value-driven. Success in this area hinges on your ability to build rapport, demonstrating respect for their position and how your offering could be advantageous to the organization.

This guide aims to hone your skills in engaging with gatekeepers. By appreciating their role and learning to navigate these interactions tactfully, you can turn what seems like a barrier into an opportunity to connect with the right person and advance your sales goals.

10 actionable ways to get past the gatekeeper

Mastering the art of engaging with gatekeepers is crucial in sales. Here are ten effective strategies, each with two script examples, to help you gain access to key decision-makers.

Mastering the art of engaging with gatekeepers is crucial in sales. Here are ten effective strategies, each with two script examples, to help you gain access to key decision-makers.

1. Leverage referrals

Concept: Establishing trust through referrals greatly enhances your chances of getting past the gatekeeper.

Script examples:

"Good morning, Jane. I'm calling on a referral from John Sampleton at Sampleton Solutions. He suggested that our services could significantly benefit your company. Could I discuss this with Mr. Smith?"

"Hi, Jane. I was referred to Mr. Smith by James Sampleton, who thought our product might interest him. May I have a brief chat with him?"

2. Offer to leave a voicemail

Concept: If direct contact is denied, ask to leave a voicemail for the decision-maker.

Script examples:"I understand Mr. Smith is busy. Could I leave a voicemail? I believe what I have to share will be of interest to him."

"May I leave a message for Mr. Smith? It's regarding a solution that could streamline your company's processes."

3. Warm up your approach

Concept: Set context with the prospect via email or social media before making your call.

Script examples:

"Hi, Jane. I've been in touch with Mr. Smith over email regarding our product line. Could you connect me to him to discuss this further?"

"Hello, Jane. Mr. Smith and I have exchanged emails recently. I'm following up on our conversation. Could I speak with him?"

4. View gatekeepers as allies

Concept: Treat the gatekeeper as an integral part of your prospect's decision-making process.

Script examples:

"I understand you play a key role in managing Mr. Smith's schedule. I'd love to discuss how our product can help your team."

"I'm aware of the challenges you face in your role. Our product can ease some of these. Could we discuss this further?"

5. Extract value from each interaction

Concept: Even if denied access, use the opportunity to gather useful information.

Script examples:

"I see. While I have you, could you tell me who the best person to speak with about [product/service] would be?"

"I understand. May I ask for the best time to reach Mr. Smith, or is there someone else I should contact?"

6. Call during off-peak hours

Concept: Try reaching the decision-maker outside the gatekeeper’s typical work hours.

Script examples:

"Hello, Mr. Smith. I've been trying to reach you to discuss how our service could benefit your team. Is this a good time to talk?"

"Good morning, Mr. Smith. I called to share some insights that might interest you. Do you have a moment?"

7. Employ a top-down and bottom-up approach

Concept: Connect with various company levels to find the right decision-maker.

Script examples:

"I've been speaking with several of your team members about our services. Could you guide me to the right decision-maker?"

"Our product has received positive feedback from your team. Who should I talk to for a more strategic discussion?"

8. Show respect and recognition

Concept: Respectful treatment of the gatekeeper can open doors.

Script examples:

"Good morning, Jane. I appreciate your assistance. Could you advise me on the best way to discuss our services with Mr. Smith?"

"Hello, Jane. Thank you for your time. I understand the importance of your role. May I speak with Mr. Smith regarding a potential collaboration?"

9. Utilize digital platforms for engagement

Concept: Engage with prospects and gatekeepers through professional networks like LinkedIn.

Script examples:

"Hello, Jane. I noticed on LinkedIn you’re involved in [relevant field]. Our product aligns well with this. Can I discuss it with Mr. Smith?"

"Jane, I came across your profile on LinkedIn and saw your interest in [industry topic]. Our product offers solutions in this area. Could I speak with Mr. Smith about it?"

10. Highlight mutual connections

Concept: Use shared connections to build trust and open communication channels.

Script examples:

"Hi Jane, I see we both know [Mutual Connection]. They suggested I speak with Mr. Smith about our solution. Could you connect us?"

"Good morning, Jane. [Mutual Connection] mentioned Mr. Smith might be interested in our services. May I have a word with him?"

Gatekeeper communication best practices

Mastering gatekeeper communication is crucial for sales reps looking to boost their success rate. Effective outreach to these vital contacts requires more than a standard sales pitch—it demands a strategic and respectful approach. This section will explore the best practices that resonate with gatekeepers, paving the way for successful interactions.

Building a relationship

The foundation of successful gatekeeper engagement for sales reps is building a relationship rooted in respect and understanding. 

Start by acknowledging their crucial role and the pressures they manage daily. Demonstrate genuine interest in their challenges and express a willingness to offer solutions that simplify their tasks. This approach establishes trust and creates the basis for a lasting professional relationship, which is essential for a high success rate in your outreach efforts.

Effective communication

When it comes to effective communication with gatekeepers, clarity, brevity, and relevance are key. 

Sales reps should be clear about who they are, the purpose of their phone call, and how their solution can benefit the company. Avoid using industry jargon or overly complicated explanations. Instead, opt for a concise message highlighting your value, always respecting the gatekeeper's time. This communication method helps navigate potential sales objections smoothly and sets the stage for a more fruitful dialogue.

Persistence and patience

Achieving success in gatekeeper interactions often requires a balance of persistence and patience. Don't be discouraged if your initial phone call doesn't lead to a breakthrough. 

Sales reps should politely inquire about a more suitable time for a callback or if there’s a preferred method to reach the decision-maker. While persistence demonstrates your commitment and desire to know how to best engage, balancing this with respect for the gatekeeper’s time and responsibilities is essential. This approach shows professionalism and increases the likelihood of successful future interactions.

Industry-specific nuances & tips 

Every industry has its unique landscape, and understanding these differences can significantly improve your interactions with gatekeepers. 

Adapting your approach to match industry-specific characteristics for sales professionals, particularly those in small businesses or large enterprises, can significantly enhance your interactions with gatekeepers. 

Here's a closer look at how to tailor your approach based on industry-specific characteristics.

Healthcare

• Tip: Focus on how your solutions can enhance patient care or improve operational efficiency.

• Nuance: Keep in mind the highly sensitive nature of healthcare, including patient privacy laws, which are pivotal in this sector.

SaaS

• Tip: Highlight innovation and how your product aligns with the latest technological trends.

• Nuance: SaaS gatekeepers usually have a good grasp of industry jargon, so be precise and clear in your communication.

Education

• Tip: Showcase how your services or products can enrich educational experiences or streamline administrative processes.

• Nuance: Be prepared for potential bureaucratic hurdles and demonstrate patience when dealing with gatekeepers in education.

Finance

• Tip: Emphasize the return on investment (ROI) and robust data security your product offers.

• Nuance: Financial gatekeepers tend to be risk-averse, so back up your propositions with solid data and reliable sales reports.

Retail

• Tip: Discuss ways your service can boost sales or enhance customer satisfaction.

• Nuance: Retail gatekeepers are often busy, especially during peak seasons. Ensure your pitches are concise and to the point.

Manufacturing

• Tip: Concentrate on how your solutions can optimize processes and reduce costs.

• Nuance: In manufacturing, gatekeepers value practicality. Be straightforward and focus on how your product can integrate into their workflow efficiently.

In addition to understanding industry nuances, let’s not forget that incorporating essential sales tools significantly impacts success. As they simultaneously navigate through gatekeepers, high-performing sales development teams actively utilize:

• Lead generation strategies
• Contact scoring
• AI-driven insights
• Multi-language support
• Sales sequences
• Workflow automation

Mistakes to avoid when communicating with gatekeepers

In B2B sales, knowing how to interact with gatekeepers is a crucial skill for SDRs to know and practice in ongoing sales training. To make your sales calls more effective and get the phone number you need, it's important to navigate these interactions with finesse and strategy. 

Avoiding common communication errors is key to improving your approach and successfully reaching decision-makers.

• Recognize the significant role gatekeepers play. They're pivotal in the decision-making process. Understanding this can transform your approach from viewing them as hurdles to treating them as vital stakeholders. This shift in perspective can make your interactions more respectful and productive, increasing the likelihood of your sales calls leading to meaningful conversations.

• Aggression in sales can backfire. While assertiveness is important, excessive force or disrespect can shut down opportunities—particularly with cold calling. Remember, a 'no' today could become a 'yes' tomorrow with the right approach. Balancing assertiveness with respect is crucial for maintaining positive relationships.

• Preparation is critical, especially when cold emailing or calling. Approaching gatekeepers without a clear understanding of the prospect's business and pain points is often unproductive. Research the company thoroughly and tailor your pitch to address specific needs. This shows respect for the gatekeeper's time and positions you as a knowledgeable professional.

• Listening is as important as speaking. Ignoring a gatekeeper's feedback or questions can lead to missed opportunities and insights. Integrating their feedback into your approach not only refines your strategy but also demonstrates your respect for their role.

• Clarity and honesty in your communication build trust. Avoid being vague or misleading about your intentions. Transparently articulating the value you bring establishes your credibility and fosters trust.

• The art of follow-up is crucial. Too aggressive a follow-up can be a turn-off, while no follow-up can be perceived as disinterest. Find a balance that is polite, persistent, and respectful of their time and responses.

By avoiding these mistakes and aligning your sales team's strategies with an informed and respectful approach, you're paving the way for more positive and productive interactions with gatekeepers across various industries.

Elevating your sales game with Freshsales

In the sales arena, unlocking the potential of gatekeeper engagement is essential. This guide equips you with practical, actionable strategies to handle these crucial interactions confidently. 

By leveraging referrals and understanding the gatekeeper’s pivotal role, you're set to elevate your sales approach.

Turn to Freshsales for a seamless boost to your sales process. Our user-friendly CRM platform offers the tools you need for success—from efficient contact management and automated follow-ups to insightful analytics. With Freshsales, streamline your journey from prospect to closed deal with ease.