One question we hear continually in the course of sales training sessions is “How do I get past the gatekeepers?” The good news is that it is possible, but the less good news is there isn’t a “one size fits all” solution.
Who are these gatekeepers? They are anyone who stands between a salesperson and the decision maker. The primary gatekeepers seem to be executive assistants and receptionists.
Executive Assistants - This person generally is well informed and in the loop—often he or she is an extension of the decision maker. As a general rule the higher the level of the executive the greater the authority of the executive assistant. If your goal is to “get past” this person you’re missing the mark completely.
An executive/administrative assistant should be treated in exactly the same manner you would treat the executive. He or she might not have the power to say “yes,” but don’t be surprised if this person has the authority to say “no.” The executive assistant is not a gatekeeper as much as a filter and generally is an important player in the decision process.
When talking to the executive assistant, give your sales pitch, albeit maybe an abbreviated version. Don’t be condescending—in fact acknowledge the person’s place in the decision process. As with any sales relationship, it may take several calls or visits to build your case and a level of trust so you can get to the next level.
Receptionists - When confronted with receptionists it’s important to understand their priorities. Priority #1 is to make sure people who should get through are connected promptly and courteously. Priority #2 is to not get in trouble for failing to screen out sales people and others who are seen as distractions to the people within the company!
Therefore your priority is to trigger the Priority #1 response. If you sound like someone who should be put right through, you generally will be. Here are five simple tips to project that status:
1) Use first names—both yours and the person you would like to speak to.
2) Use the right first name or nickname. You may know that the purchasing manager’s name is Charles. But do a little research on LinkedIn and other sources to see if, in fact, he’s a Chuck…maybe even a Chaz!
3) Project a slight tone of frustration or annoyance if pressed about who you are and why you’re calling. There’s no room for rudeness, but the tone should signify…”Really? You’re asking me what my business is with Chuck?”
4) Be vague when necessary. Are you trying to get the coffee concession with Chuck’s company? Tell the receptionist you represent “JDCS” not “Joe’s Daily Coffee Service.” If the receptionist asks what that JDCS stands for, turn up the level of exasperation just one more notch.
5) Use discomfort to your advantage. Don’t press—after the first bit of back and forth, your silence can signify “You and I are done here, let’s put this call through.” Also the longer the discussion, the higher the likelihood that Priority #1 will kick in and the receptionist will blink first!
Sandler Training in Denver provides sales training, management and leadership training, and professional development for individuals and organizations. Let us know how we can help your team.
