Sales Strategies: Navigating Gatekeepers

Podcast

Play an AI-generated podcast conversation about this lesson

Questions and Answers

What is the average success rate of cold calling, according to the provided statistics?

10%

2% (correct)

Approximately what percentage of salespeople do not make even one follow-up call?

48% (correct)

72%

80%

92%

What is the most effective time frame for contacting prospects?

8 AM - 10 AM

2 PM - 4 PM

4 PM - 6 PM

10 AM - 2 PM (correct)

Which of these options is NOT recommended as a way to avoid gatekeepers?

Calling during normal business hours Signup and view all the answers

According to the best practices, which of the following is MOST important when interacting with a gatekeeper?

Treating them with respect and as a resource Signup and view all the answers

What percentage of sales are typically made by 20% of salespeople?

80% Signup and view all the answers

Which of these should you NOT do when approaching a gatekeeper?

Assume they are a 'nobody' Signup and view all the answers

Besides time of day, which day of the week cited is considered the best to contact someone?

Wednesday Signup and view all the answers

When interacting with a Gatekeeper (GK), what is the recommended action regarding honesty about the nature of your call?

Be mostly honest and acknowledge it's a sales call if asked directly. Signup and view all the answers

When attempting to get past a GK, what is the most recommended approach?

Ask the GK for insight and information, e.g. 'If you were me...'. Signup and view all the answers

What is the suggested approach regarding sales pitches when interacting with a Gatekeeper?

Explain how you can help, but don't give a sales pitch. Signup and view all the answers

What is the recommended action after a Gatekeeper has been helpful?

Send a brief handwritten note of thanks to the Gatekeeper. Signup and view all the answers

How should your questioning approach change when speaking with a Gatekeeper?

Adjust your questions based on what you're hearing from the GK. Signup and view all the answers

What does the content suggest about the frequency of sales call attempts?

A large proportion of sales calls require at least 5 attempts. Signup and view all the answers

What is advised regarding the format of your 'ask' to a Gatekeeper?

Keep your 'ask' short, direct, and to the point. Signup and view all the answers

When following up, what's the most useful strategy to employ if the target contact isn't available?

Inquire about the contact's potential availability and specific times. Signup and view all the answers

Study Notes

Gatekeepers

Cold calling has a 2% success rate, averaging only 1 success out of every 50 attempts
Reaching a prospect typically requires 8 attempts
80% of sales require multiple follow-up calls, but 48% of salespeople don't make even one follow-up call
92% of salespeople stop attempting contact after the 4th attempt
82% of B2B buyers agree to meetings with salespeople
80% of sales are made by 20% of salespeople
Up to half of a salesperson's time is spent interacting with gatekeepers (GKS)
72% of cold calls do not reach a human being

Avoiding Gatekeepers

Bypass the gatekeeper via a warm introduction (earned)
Try contacting another department
Contacting someone during the day (10 AM – 2 PM) on Wednesdays is often a good time
Visiting during lunch hours might create a friendlier interaction
Contact important officials outside of typical business hours
Writing a letter is another strategy
Attending networking events offers in-person interactions
Use a cell phone number if available to directly contact the decision-maker
Collaboration with other marketers, especially DMEs, can be beneficial

Approaching Gatekeepers

Treat the gatekeeper as a resource, not an obstacle
Collect names if possible, and call ahead if necessary
Treat the gatekeeper with respect, as they are the most important person in that office
Employ humor and calmness in interactions
Use positive body language and tone of voice
Acknowledge the difficulty of their job, and apologize for any disruptions
Convey confidence and the value of your work
Maintain politeness during direct communication
Understand that the gatekeeper might be an influential figure
Be mindful of kindness as this can increase the likelihood of assistance
Change your approach if previous attempts fail

Techniques for Interacting with Gatekeepers

Be honest; if asked, confirm this is a sales call
Do not mimic salespersons; do not be sales-related
Avoid direct answers to screening questions. Instead, ask the gatekeeper what they would do if they were in your situation
Avoid trying to sell the gatekeeper
A handwritten note is a good sign of appreciation
Tailor your questions based on the gatekeeper's feedback
Practice in front of a mirror to enhance confidence
Persistence is critical; 80% of successful calls involve more than 5 attempts
More than 92% of salespeople quit after 4 attempts

Continued Techniques for Interacting with Gatekeepers

Demonstrate active listening by adapting questions based on the gatekeeper's responses
If needed, ask the gatekeeper to perform a task
For someone unavailable, ask about their availability
Use clear, concise requests and direct contact requests
Prioritize the first name; do not use the last name if possible
Give a brief explanation of your intentions without the full sales pitch
Leverage LinkedIn contacts and highlight connections
Send pre-meeting information (e.g., letter to VITO)

What to Do When Shut Down

Thank the gatekeeper for their time and assistance
Try again; multiple attempts are often required
Be polite to the gatekeeper and inquire about further assistance
Research and inquire with others who might have direct contact
Explore alternative routes, including snail mail or handwritten notes
Connect with people who know the decision-maker
Locate the decision-maker's activities and events
Use the contact's website chatbot to schedule meetings
Follow up by email, with varying messages each time
Follow up with calls, during different times of the day and week

Studying That Suits You

Use AI to generate personalized quizzes and flashcards to suit your learning preferences.

Description

This quiz explores effective strategies for dealing with gatekeepers in the sales process. Learn the statistics on cold calling success, the importance of follow-up calls, and various techniques to bypass gatekeepers and enhance sales effectiveness. Test your knowledge on how to improve your sales interactions and achieve better outcomes.