Unlocking the Door

When you hear the term gatekeeper, what does the term imply to you? Some people visualize David Spade’s famous Saturday Night Live character that was tasked with controlling access to Dick Clark’s office. In the skits, one notable person after another would come in to visit Dick Clark. Spade was famous for his “and you are??” line. You’d be surprised how often sales professionals hear those words used in a condescending manner. Just recently, one rep described how one gatekeeper went through three of those “hanging questions”?

“And you are??”

“And you’re with??”

“And you’re calling about??”

What makes those questions frustrating is that the next sound one usually hears your call being routed to voice mail. The gatekeeper has successfully blocked you from the decision maker. Ugh!

Yes, dealing with gatekeepers can be frustrating at times. However, gatekeepers can also be very helpful, once the get to know you. Generally, administrative assistants know far more about their managers’ habits than the managers themselves. Once you get to know them and gain their trust, they can help you better understand not only their boss but the important policies and processes of the entire organization. If you can bridge the gap between yourself and the gatekeeper, you have actually gained a strong foothold that will help you build a very successful business relationship. Some sales professionals can point to gatekeepers that they have known for years and who have made their jobs easier.

To build and strengthen your connection to the gatekeeper, remember the following tips:

• Treat them with Courtesy and Respect – Let’s face it - they’re just doing their job. If they weren’t good at shielding their boss from every pen salesman this side of the Mississippi, they wouldn’t have a job. Even when seem rude and dismissive toward you, treat them nicely. Outside of their role as a gatekeeper, they may be the nicest person in the world. If you don’t carefully watch the way you treat them, they can make your sales job miserable and block every single call.
• Get to Know Them – As you sell to your client, you ought to seek to “sell” to the gatekeeper. The product you’re selling is you. Don’t hesitate to make small talk or ask friendly appropriate questions that make it clear that you are interested in them and notice them. Just don’t overdo it and waste their time.
• Pick Their Brains – As stated earlier, gatekeepers know a great deal about their manager’s habits, values and schedules. When you get on the right side of a gatekeeper, they can make your sales job easier. You will be in a position to ask questions regarding such things as the best time of the day to catch their boss, what their boss’s decision-making process is, and what the boss likes or doesn’t like about your products, your competitors or the sales process in general.
• A Note or Gift Doesn’t Hurt – Gatekeepers often see their boss or colleagues receiving little perks for doing their job. Take the time to send them a thank you note or a little gift, just as a way to say thanks. They’ll appreciate that you remembered them and will return the favor in kind.
• Be Real – Yes, you should be nice? but you should genuinely be nice. Don’t put on an act and pretend to be that person’s best friend. Most people can see right through airs and will be offended.
• Be Patient – Building a relationship can take time. Of course you want to make a sale, but first you may need to make a friend.

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December Sales Quick Tip of the Month –Become an Expert on Your Competition

One of the first things we are likely to hear when we call on a prospect for the first time is, “Oh, we always buy from Whizzytech and we are very satisfied with the results.” Yes, we all have competitors, and your customers are likely to know your competitors pretty well. So, how well do you know them? In order to explain all the reasons why YOUR product or service is best for your customer you are going to need to become an expert on the products and services provided by your competitors. Some of your competitor’s features may sound just dandy, unless you are able to point out to the customer that the other product has a battery life that is only half as long as yours, or that the warranty on your product is twice as long for half the price. Don’t be afraid to talk about the competition. It may be the best way to prove the value of what you are offering.