Selling: Getting Past Gatekeepers

Gatekeepers seem to be the biggest frustration for many sales people. Their sole purpose seems to be to keep you from getting to the prospect--and sometimes that's correct.
But there are ways to deal with the situation and here are a few suggestions:

Rudeness Doesn't Work

Perhaps the biggest mistake many sales people make is letting their frustration show to the gatekeeper. Yes, she has thwarted your efforts but allowing her to hear your frustration merely increases her resolve to keep you from the boss. Use the manners your mom taught you and say "Please" and "Thank you" and be patient and friendly. 

Show The Gatekeeper Respect
While it is tempting to see the gatekeeper as just a clerical person, keep in mind that they wield a great deal of power--including the power to keep you from seeing your prospect. Generally these folks are cooperative if you show them the respect they deserve. Insincere flattery is not the answer, but speaking to them as an equal can help your case tremendously. 

To Leave A Message Or Not?
Everyone has a different idea on this subject. My preference is to ask for voicemail when the prospect is not available, then have a creative message handy. If you prefer to speak only to the prospect, then ask the gatekeeper when you might expect a call to be returned, but of course that is no guarantee. When you say to the gatekeeper, "I'll just call back later" you are setting yourself up to be rejected again.

Get The Gatekeeper On Your Side
A little finesse can help you turn this frustrating person into an ally. Don't be too friendly, but ask some leading questions about how the prospect deals with vendors, or how much of a product is kept on hand etc. and see what sort of response you get. If you get some cooperation, you might ask more leading questions but if you get resistance, back off and try a different approach. 

Make An End Run
If it looks as though you're not going to get to speak to the prospect, ask the gatekeeper if you can send some information to him or her by e-mail or fax. (I'm assuming this person will not give you the e-mail address of the prospect, however if you get the gatekeeper's e-mail address you will have the format for the prospect's e-mail as well.) By the way, if the gatekeeper advises you that someone else should be handling your call, take her advice on that and try to get to that person. She may be doing you a favor by rerouting your inquiry. 

Be Genuine
Whenever you're dealing with gatekeepers, tell the truth, don't be condescending, and don't try to push harder when you meet resistance. Bullying techniques will not work with these people and you will only hurt your cause later. It can be embarrassing, for example, to have to meet this person face-to-face if you have offended them with your approach.

By the way, don't assume you are anonymous because you haven't given your name yet--chances are, your company and phone number is on the caller ID display!