The pace of change has never been faster in the sales profession, but some challenges never disappear. Getting past gatekeepers was tough 50 years ago and it’s even tougher today. Nick Kane, managing partner at sales consultant and training provider Janek Performance Group (janek.com), offers these tips for getting in front of the right decision maker when working the phones:
Don’t try to sneak past. Manipulation or questionable tactics can put salespeople in an awkward situation or even cut off their chances of getting through to the person in charge. Your salespeople should actively engage with gatekeepers so they have a positive attitude toward your
reps when they call again.
Make it sound like a personal call. Assistants or receptionists don’t get a lot of recognition. If your reps show them the appreciation they deserve, the payoff will be huge. For most people it is not easy to decline the request for help. It can pave the way to the decision-maker’s office.
Speak with authority. Salespeople must come across as VIPs who don’t have a lot of time. If they sound important, speak with authority, and project a great deal of self-confidence and assurance, a gatekeeper may be more likely to put you through. Any trace of uncertainty in your reps’ attitude will damage their credibility and diminish their chances of sales success.
Never sell to the gatekeeper. There is no need to divulge more than necessary or go into a presentation. Why? Because that may involuntarily turn the gatekeeper into a decision-maker and end up losing the game.
Learn from the gatekeeper. Assistants can be crucial to the information gathering mission. With every call, salespeople can learn more about the department, recent trends or some of the major issues the company is facing. They may even gain some insights into the psychological makeup of the person they are trying to reach.
Seeing assistants as your biggest adversaries will invariably create a psychological barrier that will be difficult, if not impossible, to remove. It is better to engage gatekeepers as peers who are doing a great job.
