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Gatekeepers are a fact of life. Someone's job is to see the boss isn't disturbed. You see your call as one instance or event. They get dozens of calls every day. They have a routine. Let's look at some strategies for working with them.
1. Treat them as a peer. Some sales calls could almost be replaced by a robo caller. You say the same things as everyone else. "Is she in? When will she be back? Can I leave a message?"
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Try: Learn their name. Make small talk about the weather or the weekend. Connect person to person.
2. Get them laughing. People like people who make them laugh. It's been a successful dating strategy for decades. You've likely gotten the phone solicitations at home. "You picked up! It's raining so much I passed a man building an ark on my way to work." Laughter puts people at ease.
Try: Find something engaging that will both get their attention and not have your Compliance officer pulling you away by your heels.
3. Use a referral's name. You were asked to call this person by someone you both know. They might feel an obligation to take your call, since the friend might ask about it later. The gatekeeper will likely tell them you are on hold.
Try: Find the friend of a friend. Ask if it's OK for you to use their name. Hopefully they know each other from conventions or the chamber. Be honest. It must be a legitimate connection.
4. The common connection. You are a fellow Chamber of Commerce member. You are 1st level connections on LinkedIn. You mention this to the gatekeeper.
Try: Lead off with "We know each other from the chamber…"
5. Ask for advice. Gatekeepers are people too. You've developed a rapport leaving messages that don't get returned. They know the best way to reach your prospect. Why not ask?
Try: "I appreciate you letting him know I've called. I would really like to speak with him. Any ideas?"
6. Am I calling the right person? Do you know the answer? Perhaps the best way to get the conversation on a business footing is to confirm this is the person you want to reach. They will likely feel they are helping you.
Try: Just that: "Am I calling the right person?"
7. Do you have a friend in common? It's a small world. They might be on LinkedIn. See who you know in common. Ask that person if it's OK to use their name. Now, when you call the gatekeeper, you are a friend of a friend.
Try: See if you can find a person who knows the gatekeeper. This is especially good in smaller towns.
8. Get someone to put in a good word for you. I came across a great idea posted to a LinkedIn group. As a salesperson, make friends with people in their sales department. They feel your pain. They aren't competitors. Ask who's the right person. Do they know the gatekeeper? Will they put in a good word for you?
Try: Finding that contact in their sales department who can help.
9. Avoid the gatekeeper. It's the obvious strategy. They eat lunch. Go home after work. Have weekends off. Try to call when they are likely away from their desk.
Try: Call early AM. On Saturday. In the evening. People who run the business often work longer hours. They respect others who work hard too.
Gatekeepers are there to do a specific job. They are people too.
Bryce Sanders is president of Perceptive Business Solutions Inc. He provides HNW client acquisition training for the financial services industry. His book, "Captivating the Wealthy Investor" can be found on Amazon.
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Bryce Sanders
Bryce Sanders, president of Perceptive Business Solutions Inc., has provided training for the financial services industry on high-net-worth client acquisition since 2001. He trains financial professionals on how to identify prospects within the wealthiest 2%-5% of their market, where to meet and socialize with them, how to talk with wealthy people and develop personal relationships, and how to transform wealthy friends into clients. Bryce spent 14 years with a major financial services firm as a successful financial advisor, two years as a district sales manager and four years as a home office manager. He developed personal relationships within the HNW community through his past involvement as a Trustee of the James A. Michener Art Museum, Board of Associates for the Bucks County Chapter of the Fox Chase Cancer Center, Board of Trustees for Stevens Institute of Technology and as a church lector. Bryce has been published in American City Business Journals, Barrons, InsuranceNewsNet, BenefitsPro, The Register, MDRT Round the Table, MDRT Blog, accountingweb.com, Advisorpedia and Horsesmouth.com. In Canada, his articles have appeared in Wealth Professional. He is the author of the book “Captivating the Wealthy Investor.”
