Gatekeeper refers to individuals who control access to decision-makers, typically administrative assistants or office managers who screen calls and manage executive calendars. Gatekeepers protect decision-makers' time from unwanted solicitations, making them challenging but important relationships for sales professionals. Effective strategies for working with gatekeepers include being respectful and professional, clearly articulating value, asking for help rather than trying to bypass them, and building genuine relationships that position you as a valuable resource rather than an interruption.
What are the best strategies for getting past a gatekeeper in B2B sales?
To bypass gatekeepers effectively, build rapport by using their name and treating them as valuable allies rather than obstacles. Research the company thoroughly beforehand so you can speak confidently about specific business challenges your solution addresses. Schedule calls during early morning or late afternoon when gatekeepers may be less vigilant or decision-makers might answer directly. Use multiple communication channels like email, LinkedIn, and referrals to reach decision-makers through different paths. Consider asking directly for advice with a question like "What's the best way to get 15 minutes on [decision-maker's] calendar to discuss [specific value proposition]?"
What common mistakes do salespeople make when dealing with gatekeepers?
Common mistakes when dealing with gatekeepers include being dishonest about intentions or using manipulative tactics that damage trust. Sales professionals often make the error of treating gatekeepers as obstacles rather than valuable allies who can provide insights and facilitate introductions. Many salespeople fail to adequately research the organization beforehand, leaving them unprepared for gatekeeper questions about their purpose. Another critical mistake is becoming frustrated or disrespectful when faced with resistance, which virtually guarantees failure. Finally, salespeople frequently give up too quickly after one rejection instead of developing a multi-touch strategy that builds familiarity over time.
How should I respond when a gatekeeper asks about the purpose of my call?
When a gatekeeper asks about your call purpose, respond with a concise, truthful statement that highlights the specific business value you offer without sounding like a sales pitch. Mention a relevant challenge your solution addresses for their company or industry, and if possible, reference a mutual connection or research insight that establishes credibility. Ask for guidance rather than demanding access, using language like "I'd like to share some ideas about improving your team's productivity" instead of "I need to speak with the VP about our software." Remember to treat the gatekeeper as a valuable ally rather than an obstacle, as their impression often influences whether your message reaches the decision-maker.
