Sales Strategies: Navigating Gatekeepers

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