Sales Techniques: Bypassing Gatekeepers

Gatekeepers

• Cold calling has a 2% success rate, meaning only 1 in 50 attempts is immediately successful.
• Reaching a prospect takes an average of 8 attempts.
• 80% of sales require five follow-up calls.
• 48% of salespeople don't make a single follow-up call.
• 92% of salespeople stop trying after a single failed contact attempt.
• 82% of B2B buyers accept meetings with a salesperson.
• 80% of sales are made by 20% of salespeople.
• Up to half of a salesperson's time is spent interacting with gatekeepers.
• 72% of cold calls don't reach a human being.

Best Practices - Avoiding the Gatekeeper

• Bypass the gatekeeper using a warm introduction.
• Try contacting another department or individual.
• Try contacting during off-peak hours (10 AM - 2 PM, Wednesdays).
• Call during lunch hours.
• Make calls outside of normal business hours if possible. (VITO - very important top officials).
• Write a letter.
• Attend networking events,
• Use the "Chat the Bot" functionality.
• Utilize personal cell phones to bypass.
• Network with other marketers (DME reps).

Best Practices - Approaching the Gatekeeper

• Treat the gatekeeper as a resource, not an obstacle.
• If you don't have a name, call ahead to get one.
• Be respectful, mindful of their time.
• Maintain calm and steady demeanor.
• Be polite and confident.

Best Practices - Techniques

• Be honest, but avoid sounding like a standard salesperson.
• Avoid direct responses to initial screening questions.
• Ask the gatekeeper questions from their perspective.
• Don't start selling at this stage.
• Acknowledge and appreciate any help they give.
• Hand written notes are recommended.
• Adjust questioning based on gatekeeper's guidance.
• Practice in front of a mirror to build confidence.
• Persistence is key. 80% of successful calls require 5+ calls, but 92% of salespeople give up after 4 attempts.

Best Practices - Techniques (Continued)

• Show that you're listening by adjusting your questions appropriately;
• Task the GK to actively assist the process;
• Ask about the contact's availability;
• Use the contact's first name;
• Provide a brief explanation of your purpose without going into an elaborate sales pitch.
• Utilize LinkedIn and other networking tools to build connections.
• Give the contact information prior to your arrival (letter to VITO).

What to Do When You Are Shut Down

• Be gracious to the gatekeeper and request their assistance (if you were me, what would you do?).
• Conduct thorough research on the contact.
• Try alternative contact methods (snail mail, hand-written notes).
• Identify individuals who know your target and ask for their assistance.
• Attend or participate in any activities or organizations your target may belong to or be active in.
• Utilize the business' website's chatbot for meeting scheduling.
• Directly email the contact.
• Contact the target through LinkedIn or other social networks.
• Modify your contact methods depending on which strategy feels most appropriate.