In Greek mythology, there existed a perfectly horrid creature named Cerberus, whose job it was to guard the gates of Hades – realm of the dead -- to make sure that no living person could enter and no dead person could leave. He is depicted as a huge, ferocious multi-headed (any where between 3 and 50 heads) dog, with the tail of a dragon and with snakes erupting from his back. Cerberus was indeed a ghastly and formidable creature, yet many a sales rep would rather take their chances getting past him before they would take on the screener/gatekeeper on a typical sales call. It doesn’t have to be this way. As I a matter of fact, the gatekeeper could even become your friend and ally, if you exercise a little patience, wisdom and respect. Here’s how to do it.
The first and most important step you can take in learning to get through the gatekeeper is to stop trying to “get through” the gatekeeper. Looking at this as a contest or an adversarial process will only make things harder. After all, when was the last time you were able to “get through” something without fighting and pushing, and without creating or overcoming conflict? This is not a great way to approach the gatekeeper, and I can tell you why.
First of all, the gatekeeper is only doing his or her job. The boss is a busy person whose day is already lined out with important duties, so she has instructed her assistant to limit access below a certain priority level. You are not on that level; ergo, the gate stays closed. Resist the temptation to resent this person for doing a good job. Most likely this person doesn’t know a thing about you or your products and services; they just know you are not on “the list.” Also, I can almost promise you that this person doesn’t like saying NO to you, doesn’t like being placed in situations that feel like conflict, and doesn’t enjoy being evasive or deceptive. When you take on the role of the pushy, manipulative, irritating sales person, you are making this person’s life uncomfortable and they will simply shut you out. Literally. Never forget, the gatekeeper has the power to prevent you from reaching your goal if you offend them. Tread lightly.
There is another, even better, reason to rethink your approach to the gatekeeper. He or she can be a wonderful resource of insight and information regarding the decision maker you are trying to reach and the company they work for. Of course, you ultimately must contact the decision maker in order to accomplish your goal. But, if you are thwarted on your initial attempts, either by the fact that you are not on the “list” or by the fact that the decision maker is truly not accessible at the moment, all is not lost. If you are polite, considerate, patient, and professional, you might still come away from the call with valuable information. After all, is there an office or a company where anyone knows more about the decision maker and his role than his or her gatekeeper? Is there anyone else that you could speak to who could provide you with more helpful information than this person could? Probably not.
Look at it this way; you called initially to develop a sales relationship with the decision maker. If that person is not available at the moment (for whatever reason), you still have a chance to make a sale, just a different kind. Now your job is to sell the gatekeeper on the idea that you are a genuine, trustworthy, responsible person instead of a threat to disrupt their or their boss’s schedule. You are just a regular person who is also trying to do a job in the most ethical, professional way you can. If you will take a moment to build rapport, and gain permission to ask a few questions, you still have the opportunity to learn about company policies, programs, and performance. You might be able to gain insights into their relationship with your competitors. Finally, and most important, you might find out when would be the best time to call back when Ms. Smith is available. At the very least, the next time you do call back, the gatekeeper will probably recognize you and feel more comfortable with you, which will eventually pay off if you are careful and patient.
Here is a scene wherein the sales person has already been turned down, but that doesn’t mean the call is through.
Salesperson: Will tomorrow be a better day to contact him?
Gatekeeper: I really don’t know. I can tell him you called.
Salesperson: Well, okay. My cell number is 555-3322. Oh, but before I hang up, do you have time to answer a couple of quick questions for me?
Gatekeeper: I guess so.
Salesperson: First of all, I apologize, but I didn’t catch your name. (Always ask for the screener’s name and use it as often as possible.)
Gatekeeper: Oh, pardon me. I’m Joan.
Salesperson: Hi, Joan. Pleased to meet you. I know you are busy, so I will make this quick. Could you just tell me if your company orders all of its adhesives and seal coatings from a single source?
Joan: Well, we used to order everything from Danarq, but lately we have started supplementing our adhesive stock with several products from Keller as well.
Salesperson: I see. Well then, how often do you need to reorder now?
Joan: Gosh, lately we have been receiving deliveries on the average of about twice a week.
Salesperson: Wow, I bet that keeps the guys in the back pretty busy!
Joan: Oh yes, it really does!
Salesperson: Well, I think that is all I need for the moment. Joan, thank you so much for taking time for me. Oh, just one more thing: When would be the best time for me to call back when Frank might be available for about five minutes?
Joan: You know, he generally always hangs around between 5pm and 6 pm, just working on paper work. That might be the best time to catch him.
Salesperson: Great. Thanks, Joan, I really appreciate your help.
Re-Print Permission
This article may be reprinted in it's entirety if the following
conditions are met:
March Sales Quick Tip of the Month – Practice Makes Sales Possible
Sales is a funny business. Most of our preparation is focused on learning the value items and benefits of the product or service we are selling. If we are proudly representing a great company, we might assume that as long as we are enthusiastic advocates of this great product, people will see the opportunity and jump at the chance to buy it. In reality, customers buy for a zillion reasons, and initially refuse to buy for a zillion other reasons. You never know at the beginning of the call where you will end up, so you have to be prepared for anything. The best way to prepare for the unknown is to script and practice responses to as many eventualities as you can think of. The more you can practice responding to these situations, usually with a partner to play the customer side, the more confidence you will have when you face these situations in real life.
