Telemarketing Software Featured Article

A gatekeeper is the individual whose job it is to prevent people getting access to the decision maker. These days, marketing and selling is already tough enough, but it can be even tougher when you hit upon the gatekeeper keeping you at arm’s length from the decision maker. Whether you are an experienced marketer, or new to the business, the gatekeeper could be the bane of your existence.

If you don’t explain yourself in the right way, your message will never be delivered. This brings us to the first and possibly most important thing to consider when placing your call. You have to differentiate yourself from the junk salesman who the key person does not want to talk to. The gatekeeper should believe that you deserve to talk to the key individual.

The gatekeeper should not be looked upon as the enemy; they are simply doing their job. Seeing the gatekeeper as the enemy creates a self-imposed psychological barrier that it will be difficult, if not impossible to remove. Keep in mind that they are fielding calls from marketers and salespeople all day long.

If, instead, you are nice to the gatekeeper and sound confident and sure of yourself, you will often be perceived as being important. After a little small talk, ask by name, with confidence, to speak to the decision maker and you will stand a much greater chance of unlocking that gate.

Just as the gatekeeper is not the enemy, they are also not the decision maker. You would be smart to have a conversation with them to express your confidence, however when asked “Can I tell them what this is in reference to?” do not try to pitch your product or service to them.

As is the case with so many things, timing is everything. If you call just before lunch or closing time, you will almost have zero chance of getting through. In most cases, the decision maker works much longer hours than their gatekeeper. This means that if you call very early in the morning, or stay at your desk past 5 p.m. you are more likely to have your call go directly through to the decision maker.

This brings up another point to consider: direct numbers. Although it is not always the case, some decision makers have a direct number that by-pass the gatekeeper. If you are lucky enough to not only find out a name but also the number there is no gate to pass.

While there are conventional ways to achieve this, Andy Singer who posted a blog on Collier Citizen, described how a wrong number was the right answer. He wrote, “I was calling into a large company once and ended up at the wrong extension. The person who answered seemed friendly so I asked him if he would be so kind as to tell me who was in charge of "widgets" and what his extension was. In a matter of seconds I had the correct name, title and direct line to the decision maker.” This ties in to being nice to the gatekeeper. You never know where your information will come from.