Bypassing gatekeepers is a must for salespeople, as they need direct access to decision-makers with whom they can set sales appointments. Yet, it’s a notably challenging task.
The Objective Management Group reports that only 46% of salespeople get past gatekeepers to reach decision-makers, dropping to 13% for experienced salespeople when excluding procurement professionals. The scenario is even more challenging for new salespeople, with a scant 1% managing to connect with decision-makers.
How to Get Past Gatekeepers When Cold Calling
Gatekeepers hold a unique position of power that can significantly impact the success of your outreach efforts.
Here are the best strategies to engage them successfully:
Understand their role
To navigate their influence, it’s essential to understand the nuances of their role and the pressures they encounter. Samuel Fletcher, Co-founder of SupplyGems, emphasizes that showing sincere interest in their responsibilities and recognizing their challenges can transform gatekeepers from barriers into allies.
While they bear the responsibility of regulating access to decision-makers, they must also be vigilant not to overlook quality propositions that could benefit the organization; they aim to weed out non-viable prospects and potential time-wasters.
If you can sincerely communicate your intent, you stand a better chance of earning their cooperation without raising red flags. Your goal is to convince them of your value to the executive they’re guarding.
Avoid being salesy
Resist the temptation to pitch your product to the gatekeeper. Detailed explanations of product features, benefits, or company fit don’t resonate with them.
As such, misleading a gatekeeper can jeopardize your relationship and taint both your reputation and that of your company.
Natalia Brzezinska, Marketing and Outreach Manager at ePassportPhoto, emphasizes the importance of transparency while navigating gatekeepers:
“Instead of trying to trick or manipulate gatekeepers into letting me through, I would simply explain who I am and who I want to speak with. By being honest, I built trust with gatekeepers, and they were more likely to help me navigate the organization to get to the right person.”
Leverage referrals
Familiarity can significantly influence the gatekeeper’s decision to grant you access. A recommendation from a trusted source often convinces them that your proposal merits the decision-maker’s attention. To employ this tactic effectively, though, you need genuine referrals.
Ask existing customers, business partners, or industry acquaintances to vouch for you; this will smooth your way past the gatekeeper.
The President of SalesRoads, David Kreiger, speaks about leveraging referrals to build credibility in this video:
Utilize top-down and bottom-up approaches
These strategies are effective when gatekeepers persistently block your access to the decision-maker.
The top-down approach entails reaching out to someone within the organization who outranks the decision-maker. If successful, this person will likely refer you to your desired contact. While it doesn’t guarantee you’ll reach them, it does provide an initial entry point.
The bottom-up approach, on the other hand, involves reaching out to someone lower in the hierarchy who can refer you upwards. While not as persuasive as the top-down approach, it can still yield valuable connections.
Build rapport with them
Talk about shared interests or industry knowledge to foster a connection with the gatekeeper and highlight your expertise.
Luciano Colos, CEO of PitchGrade, shared his experience with this strategy after receiving an initial rejection:
“I mentioned our shared interests in our next conversation, which helped me create a better relationship with her. This approach opened up some doors that were previously closed and led to a successful business relationship.”
Leveraging social media platforms like LinkedIn for engagement opportunities increases the chances of building rapport successfully. You can discuss a post they shared or ask for their opinion on a comment they liked.
Irina Poddubnaia, CEO and Founder of TrackMage offers advice on adopting this approach:
“By following them and engaging in meaningful conversations, you can establish familiarity and build a positive online presence. Commenting on their posts, sharing valuable insights, or even sending a personalized message can help create a connection to bypass traditional gatekeeping barriers and reach decision-makers more directly.”
Call outside business hours
Calling outside business hours increases the chance of direct contact with your target contact, as gatekeepers may not be on duty. Avoid calling too early or late, though, as this could be intrusive and damage your relationship with the prospect.
Employ urgent messaging
Gatekeepers prioritize messages based on urgency. If your message implies time-sensitive benefits or imminent market changes that require immediate attention, it may expedite your access to the decision-maker. However, it’s imperative not to exaggerate the urgency, which could cause the gatekeeper to perceive you as a potential time-waster and block your passage instead.
Bottom Line
Successful sales outreach involves researching to identify decision-makers and understand gatekeepers, building rapport with gatekeepers through respectful and insightful interactions, and utilizing alternative channels to win engagement opportunities.
When making cold calls, let the strategies mentioned above guide you through the unique position these individuals occupy to secure stronger results. Understanding and respecting the gatekeeper’s role while strategically navigating their influence will enhance your efforts.
