Gatekeepers are often the most important people as well as the most crucial hurdle one has to cross in order to achieve any success in B2B sales. Without convincing the gatekeeper that you have something valuable to add, you will never be able to make a sale.
Receptionists, phone operators and assistants are referred to as gatekeepers by sales reps. Their main job is to screen calls and ultimately decide whose call gets forwarded to their boss.
There is a general conception that it is very difficult to convince a gatekeeper to let you in. And although it is true to an extent, there are some ways which can make getting past the B2B gatekeepers easier.
The first thing you have to keep in mind is that these B2B gatekeepers are doing their job. So instead of treating them like something that is standing in your way, remember that they are playing a valuable role in the organization.
When you show them respect, you make it obvious that you are acknowledging their contribution and are dedicated to working with them; not above or around them. Small gestures like learning their name and designation before kicking off the conversation and valuing their views can build a good rapport.
You should already be sure about the purpose of making the call before you dial the number. Once you start talking to the gatekeeper, make sure you keep your purpose in mind and construct the conversation around it.
It is also important to not be dishonest during the call. Be direct and firm while setting a tone that your call is significant and shouldn’t be brushed off. If the gatekeeper gets the impression that you know what you want and aren’t wasting any time, they are more likely to forward your call.
This may be slightly contradictory to the previous point, but you also have to keep the gatekeeper’s thoughts and perspectives in mind. Try to stay as firm on your point as you can, but still ask for their opinions and actually take what they are contributing into account.
Matt Eventoff, owner of Princeton Public Speaking, explains this, “Asking someone a question and truly listening to the response, rather than beginning to formulate a response while the other person is speaking, is so important. The smaller the size of your business, the more encounters you’ll have and the more opportunities you’ll have to listen to your customer.”
With everything being digitized, there is a vast amount of information that is easily available through a few clicks. Make use of this information. When you understand the specific pain points of the prospect, your chances of getting past the gatekeeper will improve drastically.
Collect all the information you can from the specific company’s data and information, as well as all the personal data available on social networks. This will make your call more targeted and less random.
These small actions can help you get an edge over all the other calls that are received by B2B gatekeepers on a daily basis.
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