Pass the Gatekeeper on a Cold Call

Pass The Gatekeeper on a Cold Call – PART I

Written on June 20, 2010 by Sascha Kronberg in Cold Calling Series, Sales, Telephone Sales1 Comment - Leave a comment!The key element and certainly necessary to get ahead in the sales process, is to reach the decision maker. A decision maker is a person who can say yes, even though everyone else said no. A decision maker can overrule anybody. That‘s the person you should be aiming for.

Depending on the size and structure of the company, these decision makers are very senior executives. It does not need to be the CEO, as it clearly depends on the value and size of the proposal.

In 99% of all senior executives, true decision maker has an assistant or secretary. If they don‘t, it is safe to suggest to re-evaluate that you are really speaking to the decision maker. While assistants are a clear indicator that we are about to speak to someone who is in a higher command of the prospects‘s company, it is also a pain and a barrier. There is a reason that the secretary is also called „The Gatekeeper“.

There are ways to go around the secretary and there is the way through „hell“ via the secretary. We will look into strategies for both ways.

Definition of the ultimate Decision Maker

Can allocate additional budget for any department of the companyHas ultimate decision making authorityCan overrule any decision of anybody in the companyMostly also known as the CEO, Chairman or Managing Director

Common for all ultimate Decision Makers

Hard to reachVery short on time on the phone to unannounced callersSharp minded and hard to convinceSometimes appreciates a good sales pitch if real value is perceivedSeldom keeps call appointments (if it all)Has at least one personal assistant known as the GatekeeperThere are probably a few extra points we could list, but the one mentioned above are the most common ones.

The Personal Assistant

The role of the assistant is to keep the back of the Decision Maker free of unnecessary tasks and time wasters. The role is to screen the important from the unimportant. They are also trained to spot a sales person. An assistant most often stays with the Decision Maker for a long time. They not also know a lot about the business, they also know how to „handle“ the boss. One of the biggest horrors of all professional sales people is that she can sniff a sales guy a 100 miles against the wind. Unless it is a matter of life and death, the assistant will block the path to the master. In addition, she will guard his email inbox and his daily agenda. She is not just the

ears and the voice of the Decision Maker, she is also his eyes and controls all communication access points; except one: The personal or business mobile phone. Like in a fairy tail, the assistant is the dragon who guards the gate so no fearless knight or sales cowboy can pass.

Do not underestimate the assistant. That person can smell any scum and almost any approach. On top of that, the assistant has rules he or she has to obey. If the rule is no one who unknown can go through. You can be as charming as Romeo, or as brave as Prince Lionheart, chances to pass are very low.

Studies and experience shows that the best way to deal with a Gate Keeper is not to deal with them at all. The chances of losing in the game are just far too high. It is worth getting the direct number of the person you really like to reach, or to call when the assistant is not at his or her desk. We will look into how this can be done separately.

The Qualifying Process of the Gate Keeper

The decision making process of an assistant is to verify the importance. In essence, any approach will lead in one of the three possible outcomes:

You get rejectedYou get throughFurther investigation of your credentials and subject matter (which often leads to rejection)Typical questions any assistant will ask for the decision making process:

where are you calling fromwhat is it regarding

why do you need to speak to the Decision Maker, maybe someone else can help you?Typical standard responses which indicate that you are rejected are:

He is in a meetingHe is out of the officeHe does not accept unknown callsCan you please send an emailImportant to realize: If in doubt, the assistant will inquire more information. If you are uncertain with your answers, you will be rejected. But in many scenarios you will be asked to send everything by email, and someone will contact you (if what you send is interesting to them).

If you don‘t make it through to the decision maker while being on the call, your chances of getting through after further „investigations“ shrink to 10% or lower.

The White List

The Decision Maker, one of the most guarded person in a company, does interact with the outside world, but is very selective with whom. Some Decision Makers are even hard to reach for colleges who report directly to him. In order to either make it onto the white list, you need to have the approval of the decision maker himself. The crux is, that you have to make it through in the first place, to get the necessary blessing.

In order to be reach the Decision Maker you have to make it on to the „White List“. Assistants have a list of people who can go through to the Decision Maker. These people include family members, personal

doctors or lawyers, people with higher authority (board members, Chairman etc) or governmental representatives. In case that the Serious Fraud Office or the White House are on the phone, chances are much better than ACME Inc. Also people widely known in the corporate world or „celebrities“ have better chances. Bill Gates will certainly be transferred through. You get the picture.

Breaking the White List

The key for breaking the list is to be important, really important. Every system and all rules have loopholes. Certain incidents may be so severe, which override any rules. Depending on the size of the company, this may result in being transferred to someone else down to further evaluate, to a subject matter expert who will spot any fake approach. Or it takes you to the requested Decision Maker, which is the key objective.

Creditability and Importance

To make it through, besides not being listed as someone who is allowed to talk to the Decision Maker, you need to be a special case. As stated above, you need to be very important, almost like a Warren Buffet, or someone known in the industry no one would reject. In case you are not Warren Buffet (and the chances are pretty solid that you are not), you need to build creditability in the call.

Creditability does not have to be around you as a person, it can be build on references, on the subject matter or on someone else who is referring you to the Decision Maker. The beauty of this game is, that you might not be a celebrity yet, but someone

important enough has asked you to speak to the Decision Maker. That person can be the best and biggest client of the company you are calling, it can be someone very high ranked within the company (like a CFO), or anyone important to the company.

This reference works especially well in the English language, when being referred from an outside party (like the big client, or a governmental agency). I found that the principle of fear works best in this case. Fear provokes a certain panic, which more often than not result in pushing the panic button. And here is an example how it works:

„Good Morning Linda, my name is Sascha Kronberg, and I am working with the Serious Fraud Office in London. I need to speak to Mr. John Smith, please. Please connect me. Thank you“.I have done this several times, and I was not lying. Our company was partnering with the Serious Fraud Office at one of our Compliance Business Events, and I was truthful about that I need to speak to Mr. Big. I did not say that I was working for the government agency, but the English language allows the double meaning. After I finished my request, I added a „thank you“ in the end, which also signals no further conversation necessary, just obey as told. In order to provoke the right reaction, you must sound serious, not cheerful or outrages happy.

Of course it is up to you, and when questioned you should be truthful. But as long as no one asks, let them believe whatever they want. Also, you can be certain that your call will be announced while you wait to be connected. So you should use similar lines when speaking to the Decision Maker. Although you should use a complete opposite tone. Not happy but

really friendly, repeating the line, but tweaking it slightly.

„Good Morning John, my name is Sascha Kronberg, and my company is working together with the Serious Fraud Office in London. I won‘t take a lot of your time.“

In this example I corrected my statement; by replacing a few words in my introduction, probably the weight of a ton is lifted from the Decision Maker‘s shoulder and he is happy that he probably does not ends up in jail after the phone call. You can also add some little humor in the end by adding „don‘t worry, the police has not surrounded you building just yet“.

Note: If the Decision Makers replies in a relieved humorous way, you know that he is open to talk. If his reply is more serious, you also know where you stand. His reaction will define the pace of the conversation.

Tactical Statements

If you feel it is inappropriate to use fear in your approach to get past the gate keeper, or in case she is actually daring to question you (because you sound like a 17 year old teenager with pimples) you need to prepare further. Remember the nature of the assistant is to assist and guard. The role is to organize and to decide on the importance of incoming inquiries, who demand time with the Decision Maker.The problem of the assistant is that he or she is not a subject matter expert, and may only have limited details on strategic discussions. You may use this to your advantage by preparing a tactical statement.

Key objective of tactical statements

These statements are the answers to the usual questions of an assistant. It‘s the return of the „what is it regarding?“. The key is to put the assistant at unease. You have to break the routine, you have throw him or her off the usual path, the way he or she is dealing with incoming phone calls, guarding the gate with her white list.

What are the elements of a tactical statement

Depending of what you sell, you can use very strategic and technical terms out of your offering, angle or solution. Use letters and symbols which refer to very strategic management tools like return of investment (ROI), profit or earnings before interest and taxes (EBIT), Year over Year (YoY) performance, or whatever fits your solution, features or associates benefits in principle. Don‘t be too specific; the key is that the statement is overwhelming and confusing the assistant. You have to position yourself on the same level as her boss; to talk his talk, to share the same set of values.

If you are selling advertisement it can look like this:

„It is regarding last quarter‘s KPIs on EBIT, and the ROI on YoY key investment areas, to supplement pre-sales activities.“

As said, also prepare a more lengthily and slightly more detailed version, which could even be more confusing.

How to present a tactical statement

Be friendly but firm. If you are asked to be more specific, fire off your longer detailed version, which should be just as confusing to the assistant. Add the following sentence to your statement when asked to explain: „Look – I could explain it to you fully if you and I had the spare time and of couple of hours. It is important; can you put me through, please? Thank you!“ Again, the words „thank you“ implies that this conversation has ended, and there is no need for any further talk, just action.

PART II: Alternative Strategy: The Charismatic Approach

The tactics above are ways to get to the Decision Maker. Certainly the best way is to avoid the assistant at all times, by obtaining direct numbers. We will look into the best ways to get those in a different article.

The article above is a short preview of a book dedicated of sales by phone. I appreciate all comments and thoughts, as well as how this might help you. If you are interested in more, please let me know.Getting Past Gatekeepers21 Strategies for Reaching Decision Makers

By Craig Harrison

Does it sometime seem as though hiring managers and customers are residing in a gated community? As a job seeker or salesperson, you don't have to grope for the access code. Learn how to reach decision makers so you too can enter the gates of success.

Let's face it, half the difficulty in getting a job is getting to the decision maker to make your case. Traditionally there was a secretary or administrative assistant to circumnavigate. Now there are electronic nemeses as well: challenges like voice mailboxes and blind e-mail addresses. The constant: it's still tough to get past the gatekeepers — those professionals who "guard" the decision makers and often run interference for them — to get in front of decision makers.

Gatekeepers (GKs), those entrusted with guarding the Decision Makers (DMs) you wish to reach, can be your adversaries or allies, depending on your approach. They serve as a filter or screen for their bosses. Your challenge: to be regarded as important enough to be allowed into their inner sanctum. Gatekeepers may be administrative assistants, secretaries, voice mail systems or main switchboard operators. They may also be temporary workers or human resource representatives.

Here are my rules of thumb for "Passing Gate" and receiving consideration by decision makers:

DO's

1. Turn GateKeepers into allies: treat them with respect, humor and compassion. Their job can be tough too. They get it from both ends. Regard them as people with their own personality, not as faceless obstacles to be overcome at all costs.

2. Help decision makers look good in their boss's eyes. Can you solve his/her problem? Let the GK know and they will "carry your torch" for you. Let the

GK present you as his/her solution to the DM's problem.

3. Recognize GKs as vital to your information gathering mission. Learn more about the DM, his/her department, recent trends, internal machinations within company, from the GK.

4. Call at different times if your initial attempts are rebuffed. Learn your DM's schedule & moods!

5. Calling before/after GK's shift will get you through directly. Many Decision Makers work long hours and feel less pressured before/after hours.

6. Use humor, creativity and topicality to distinguish yourself from others.

7. Take the time to establish rapport with each person you come in contact with. Whether or not they're the actual person you were wishing to speak to, they are actual people — deserving of your courtesy, respect and attention.

8. Gather information with every call you make, whether or not you accomplish your primary purpose in calling. Ask appropriate questions and gather pertinent information on the Decision Maker, his or her schedule, what else is happening in the department of company at the time you are calling. You're also interested in insights into the psychological make-up of the person you are calling. For instance, when is the best (and worst) time to call? How do you pronounce your decision maker's name? Does he or she prefer an informal name: "T" for Hortence or Condy for Condelezza.

9. Utilize multiple forms of communication to make contact. Calls alone may or may not result in success. Consider using calls, postcards, faxes and e-mails to make contact. Some consultants/vendors/candidates ask decision makers (and their gatekeepers) what the best way is to communicate. Some managers prefer e-mail, others formal letters or faxes. Once you know, play it their way.

10. The phrase "returning his/her call" upgrades your call's importance in GK's eyes. When accurate, use it to indicate past history.

11. When leaving repeated voice mail messages, list a different benefit you provide or skill you possess during each message, as a way to both qualify and distinguish yourself.

12. Don't use up entire voice mail tape. Make your messages succinct: short and sweet.

13. Stay upbeat — even if it's the 10th unreturned message you're leaving.

14. Be creative/funny/distinguishable so as to get consideration. One professional could never get her calls taken when she left her full name. One time, when asked by the Gatekeeper for her name, she used a literary name from the television series I Claudius. She replied "Clydemonestra." She nearly fainted when the gatekeeper then asked her to spell her name. The Decision Maker, intrigued, took her call and turned out to also be a fan of the same PBS series.

15. Humor works. Self-effacing humor and humor in solidarity with the gatekeeper help open doors.

16. When all else fails, have your Gatekeeper call theirs!

DON'Ts

1. Call and claim you're family, or claim to be calling from the police, IRS or FBI. One candidate though he'd get through to an HR rep who was from India. He told the receptionist he was a relative calling from India. The rep's father had been sick and she, fearing the worst, dropped everything to take this call, certain the news concerned her ailing father. Needless to say this candidate never worked for her company as a result of his misguided stunt.

2. Become surly, rude or sarcastic. It's a turn-off and suggests immaturity and a lack of flexibility.

3. Avoiding filling up your recipient's voice mailbox with long and detailed messages. Whether or not they are retrieved locally, it's inconsiderate and shows bad judgment on your part. Instead show off your communication skills with a short and pertinent "elevator" speech. If leaving multiple messages vary your message, listing a different qualification or benefit you provide each time you call.

4. Don't make the Decision Maker wrong for not being there to answer you in person, or for not having responded yet. To you it may seem like a simple thing to do (returning your call) yet consider the many priorities busy professionals already have on their to-do lists. Believe it or not, you're not the center of their universe!

5. Strive to make an impression. Using clichés and following scripts leaves you indistinguishable from the competition. Show some personality and spunk such that you'll stand apart from the crowd when you call and be memorable when they decide who to call back.

While cold calling can be a numbers game, the essence of calling is a people game: treat others like the valued individuals they are and remain confident you're someone whose call decision makers will be glad they took. The only Gates you may not master on your first call…

Raw truth about “Getting Past The Gatekeeper”in ON MARKETING TO SMALL BUSINESSES

A reader asks: “Michael, how can I get past the gatekeeper when I cold call? It seems like I always get stuck with the assistant. I feel like I’m banging my head up against a wall, day-in and day-out, trying to get through to the people who can buy my [widget]?”Dear Reader,

Imagine the look on my face after eating the most sour food on the Planet Earth … I mean face scrunched-and-puckered sour … and you have my reaction to your question. Don’t get me wrong, I understand why you asked it. Even empathize with your situation. But if you want to grow your organization, you have to recognize that…

The ‘get past the gatekeeper’ question — yes, just the question itself!!! — is damaging to your profits and long-term success.Why is it damaging?

Questions focus attention … and the gatekeeper question is triple-negative.

1. It focuses your attention on staff, not the decision maker you need to see.

2. Embedded in the question is the nagging idea that you should beg to see the big-shot, not the other way around. That your time is not to be valued as highly as the big-shot. And that you are an unwelcome pest, not a sought-out and in-demand guest.

3. The answers offered by “the experts” are even more damaging than the question. Have you ever read or listened to “get past the gatekeeper” advice? It’s centered on deceit and trickery as the solution. Call before the gatekeeper is in. Act like you already know the big-shot. Sound incredulous when challenged to intimidate your way in. BS, all of it. If you have a good offer you do NOT need to trick the prospect into learning about it. You just need to learn how to market effectively!

Let me offer a far better question, one that few businesses ask and even fewer answer:

How can I make what I offer so irresistable, motivated decision makers seek me out?Successfully answer this question and … before your very eyes … the gatekeeper will miraculously transform into a friendly faciliator whose job it is to get you to agree to meet with the big-shot. If you are good at what you do, have real value to offer said big-shot … that’s exactly the way it should be.If there is interest in this topic, I’ll post some client case studies where we “turned the table” on traditional cold-calling, beg-for-business bull. Let me know in the comments. (Update: It’s on … keep an eye on the blog over the next couple of weeks as I dig out stimulating case studies.)

Get Past the Gatekeeper - Better Cold Calling Results Part III

By T.J. Tedesco | Posted on March 30, 2012

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For the past two weeks, FEI sales leader Zoot has given young salesman Ganymede valuable tips for more effective cold calling. This week: a few more cold calling tips from the master. Remember, fire = print.

It was such a nice sunny day that Zoot decided to work outside. While entering new customer data into FEI’s CRM system, he was approached by a despondent Ganymede.

“Cold calling not going so...hot?” Zoot asked, laughing at his terrible joke.

“I’m having trouble getting past the gatekeeper,” Ganymede moaned. “Eris, the receptionist at Pappy’s Pottery, keeps stopping my cold calls in their tracks. Sometimes she’ll say, ‘I’m sorry, but he’s

not available at the moment.’ Sometimes she’ll say, ‘I’ll transfer you right to him.’ Then three seconds later I’m in voice mail!”

“Getting thwarted by the gatekeeper is one of the most frustrating parts of cold calling,” Zoot commiserated. “Let me make a couple of suggestions that will help ease your misery.

“One of a gatekeeper’s most powerful defenses against cold callers is five little words,” Zoot continued. “‘Is he expecting your call?’”

Ganymede shuddered. “It’d be much easier to get through to Pappy Pappadopoulos—Pappy’s Pottery founder and President—if I could honestly answer, ‘Yes!’ to that question.”

“You can,” Zoot said. “Next time Eris puts you in Pappy’s voice mail, end your message by saying ‘If I don’t hear back from you, I’ll try you again this Wednesday at 10 a.m.’ Then, call at that exact time. When Eris utters those five painful words, you can honestly say that, yes, he should be.”

“Great!” Ganymede exclaimed. “I’ve been calling Pappy’s mid-afternoon. Would I have better luck at another time?”

“Let’s think this through,” Zoot said. “Your goal is to get past Eris to Pappy himself. When do you think would be the best time to call?”

Ganymede rubs his hairy chin. “When Eris is out of the office?”

“Bingo. Try calling before 7 a.m., on holidays or weekends and even Fridays during the summer. Administrative assistants are often not working at these times; executives often are. Calling at these times, you’re more likely to catch Pappy with his guard down, and possibly with more time to talk.”

“Brilliant!” Ganymede cried.

“I have one more tip for you,” Zoot continued. “What do you say to Eris when she answers the phone?”

“I say, ‘May I please speak with Mr. Pappadopoulos?’”

Zoot shook his head. “No good. Think about it. Who does Eris let through to Pappy?”

“His clients, business partners, good friends and family,” Ganymede answered, starting to understand. “In other words, people who are close to him.”

“Right. So your job, when speaking with Eris, is to sound like one of those people. Do some research and figure out what Pappy likes to be called. Sixty percent of people prefer to be called by something other than their given name. Those who know Pappy might call him ‘Pappy,’ ‘Pap,’ or something else entirely. If Eris has any brains, she’ll understand that most callers asking for ‘Mr. Pappadopoulos’ are telemarketers, and exile them to voice-mail land.”

“I’m learning, I’m learning,” Ganymede said.

Latter that day, Ganymede called Pappy and left the negative check-off voice mail Zoot had suggested. Two days later, he called back and got through to Pappy directly. A half-hour phone conversation and a couple of in-person meetings later, Pappy’s Pottery was FEI’s latest customer.

“Congrats on vaulting past Eris,” Zoot said, handing Ganymede a cigar. “I have one more tip that will help in case you ever stumble over the gatekeeper again.

“Can’t wait,” Ganymede replied, chewing on his cigar gleefully.

“Uh, Ganymede?” Zoot said. “You’re supposed to suck on the other end.”

FIRE! Point

Getting thwarted by the gatekeeper is one of the most frustrating parts of cold calling. Three simple tips—leaving a negative checkoff voice mail, calling when the gatekeeper’s more likely to be out of the office, and using the prospect’s first name—could be all it takes to vault over the gatekeeper and get your prospect’s attention.

How to Get Past the Gatekeeper When Cold Calling

Posted on October 26, 2012 by keith

Part of being a freelancer is persistence: cold calling, checking up on a pitch, or setting up an interview with an important source all take a bit of determination to pull off successfully. But often, an obstacle lies in your way: someone whose job it is to protect the person you need from such calls.

Previously, just a voice on the phone, today’s gatekeepers have a much wider reach: they filter phone calls and email, shield the recipient from tweets and other social media, and sift through their snail mail. But the result is still the same, they make it difficult for you to get through.

It can certainly be frustrating, but getting angry won’t further your career, nor will giving up completely. If you really need to get through to someone, try these ways to soften the gatekeeper:

? Stay polite: No matter how terse the gatekeeper may act, remain polite and unruffled. Eventually, he or she will feel guilty

behaving nastily to someone with such good manners, and they’re bound to soften a bit.

? Get on their level: Verbally recognize that you know they’re just doing their job. Suggest that if they just pass along your message, or set up an appointment, you’d be happy to get out of their hair.

? Work with them: Ask how you can better accommodate them – when would they like you to call back? What is Mr. X’s preferred method to set up a meeting?

? Butter them up: A gift can warm the heart of anyone. Take advantage of a nearby holiday or seasonal specialty to break down barriers.

? Get personal: If you have a way with wit, try a lighthearted approach to warm your chilly reception. Or try to tap into a mutual interest or connection.

It’s frustrating to make repeated efforts to get through to someone, only to be shut down. Remember that showing your annoyance, either verbally or written, is seldom going to help your cause. If you feel like you’re about to burn a bridge, step away from the situation and give yourself time to cool off.

If the gatekeeper won’t budge, seek an alternate route: try to connect through someone else at that company, or hook up with your source through a professional organization. Or, wait a couple months, then try again. Perhaps a change in staffing or vacation will mix up the people you deal with.

Finally, if nothing works, it may be time to put your energy elsewhere. Perhaps you’ll cross paths with this person informally some other time.

What successful tactics have you used to get past the gatekeeper and through to the person you want to connect with?

Getting Past Gate KeepersCopyright 2006 Tom Hopkins International, Inc.

In business situations, when you are trying to reach the person who has the authority to make decisions regarding your product you are very likely to have to go through one or more people before reaching that person. For the sake of efficiency, there will likely be a receptionist and/or assistant who takes the initial calls for the decision-maker.

It's important that you realize most assistants are taught to protect decision-makers. Or, shall we say, screen calls so the decision-makers only speak with the people they want to speak with. It's very likely the assistant has been given instructions with regard to who to put through and who to keep at bay. Understanding this element is critical—the assistant is used to taking instruction from others. Therefore, you must come across with authority.

If you know the name of the decision-maker, you would simply say, "Good morning, please put me through to Mary Smith." You will be pleasantly surprised at how well and how often this works.

If Mary has her calls screened, you may be asked for your name and/or what the call is regarding. Here's what you say:

"My name is Jacob Martin and I'm calling regarding…" and you would give a benefit of your product or service—not a feature, not a name, but a benefit.

"…saving the company money on health care benefits.""…increasing profits through technology."