When you ask new sales representatives about the main challenges they face, most will tell you that dealing with gatekeepers can be a real headache. Gatekeepers often stand as formidable barriers, preventing sales professionals from reaching the decision-makers they need to connect with. As sales reps gain experience, they may become more adept at handling gatekeepers, but for beginners or those without guidance, it can be an intimidating hurdle.
In the world of B2B sales, companies equip their new sales representatives with essential skills for navigating gatekeepers effectively. Understanding and addressing gatekeepers is a crucial part of the B2B sales process. Here are some insights to help you conquer the gatekeeper challenge:
Understanding the Gatekeeper:
- Gatekeepers field dozens, if not hundreds, of cold calls daily and grant access to only a select few.
- They are trained to keep sales reps away from decision-makers.
- Part of their job involves engaging with sales reps to determine who may proceed.
Humanizing the Interaction:
Recognize that gatekeepers, despite their role, are human beings just doing their jobs. This understanding is vital when approaching them.
Strategies for Navigating the Gatekeeper:
- Conduct thorough research about the company before making your call.
- Try to discover the names of decision-makers, preferably two or three. This provides options when one is unavailable.
- Assert yourself with confidence during the call, allowing the gatekeeper to sense your control.
- Avoid selling to the gatekeeper. Instead, deflect their questions about your purpose and focus on the following phrases:
- “I met Mr. John at an event last month but lost his contact information. We had a discussion I’d like to follow up on.”
- “There are a few potential projects I need to discuss with John.”
- “Just tell John that Derrick is calling, he’ll know me.”
- “My clients are seeking service partners in your area. Let John know ‘XYZ’ company’s partners are reaching out.”
- If the gatekeeper requests an email, do not send it to them, as it’s unlikely to be forwarded to the decision-maker. This could result in your contact details being blacklisted.
- Approach the gatekeeper with friendliness rather than demands. Use phrases like:
- “Good day, how are you today? Can you tell me your name? Ahh, Mary, it’s a pleasure to speak with you. I had a brief conversation with John, but now I can’t find his contact. Can you guide me to him?”
- “Hello Mary, this is Derrick calling. How was your day today? As usual, your voice sounds pleasant. Maybe John is back in the office? No? I understand, but could you provide me with some guidance on how I can reach him? It would be very helpful.”
Every situation may be unique, and creativity is a valuable trait for salespeople. As you make more calls, you’ll refine your skills in handling gatekeepers because experience makes all the difference. Learning to navigate gatekeepers effectively is a significant step in your sales journey, as it paves the way to sell yourself to gatekeepers.
I recommend finding your own strategies and adapting to each situation. The key to avoiding failure is to have a plan B and act swiftly—never give up. Mastering the art of passing gatekeepers is your ticket to the next level in B2B sales. It equips you to not only navigate gatekeepers but also to establish connections that open doors to valuable opportunities.