Sales Techniques: Bypassing Gatekeepers

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Questions and Answers

What is the average success rate of cold calling (defined as acquiring new business upon new contact)?

10%

2% (correct)

20%

50%

How many times does it take, on average, to reach a prospect?

8 (correct)

What percentage of B2B buyers accept meetings with a salesperson?

95%

60%

80% (correct)

90%

What percentage of salespeople make no follow-up calls?

48% (D) Signup and view all the answers

What is a potential advantage of calling outside of normal business hours?

You are more likely to reach the decision maker. (A) Signup and view all the answers

What approach is recommended when interacting with a gatekeeper?

Treat them as a resource and build a rapport. (A) Signup and view all the answers

Why is it important to be respectful to the gatekeeper?

Because they can control your access to the decision maker. (B) Signup and view all the answers

What is one of the key messages about gatekeepers in the text?

Gatekeepers can be valuable resources if approached correctly. (B) Signup and view all the answers

What is advised regarding honesty when speaking to a gatekeeper?

Be deliberately vague, and pique their curiosity. For example, "I'm here to help your clients have a better pharmacy experience". (D) Signup and view all the answers

Which of these actions are recommended when you’ve been shut down by a gatekeeper?

Research the contact further and try other routes, like snail mail or a hand-written note. (A) Signup and view all the answers

How can you show that you’re listening to a gatekeeper?

Adapting your questioning based on their responses. (C) Signup and view all the answers

What is the main advice regarding giving a sales pitch to a gatekeeper?

Avoid giving a sales pitch and instead briefly explain how you’re going to help the contact. (A) Signup and view all the answers

Which of these is NOT a recommended tactic for gaining access to a contact?

Phoning the contact’s personal phone number without prior permission. (D) Signup and view all the answers

According to the content, what percentage of salespeople give up after 4 sales calls?

92% (C) Signup and view all the answers

Why is it significant to task a gatekeeper to do something for you?

It makes them feel important and more likely to help. (D) Signup and view all the answers

Study Notes

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.

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Description

This quiz focuses on effective sales strategies for bypassing gatekeepers, key figures who can hinder direct contact with decision-makers. Explore various best practices based on statistics and insights from the sales industry. Understand when to make calls and how to effectively approach prospects to increase your success rate.