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| How do you manage gatekeepers | Views: 1542 |
| Mar 27, 2005 1:23 am | | How do you manage gatekeepers | # |
Dean H. | |
I was reading the newly released networking book, "Never Eat Alone" by Keith
Ferrazzi. It's very new to the shelves but I believe it will be a great networking book classic.
He devotes part of the book to learning how to manage as well as get past gatekeepers (secretaries, admin
assistants, etc...). I found he use of tact to be very effective in getting past the
gatekeepers, but he only devoted a few pages to it. And I was dying for more
information.
I run a financial services practice that targets small businesses and their
owners in the DC area. Obviously, getting to the decision maker is key to me and my business. I'd like to know what sort of techniques and strategies do professionals on this forum use to get past gatekeepers? Any good web resources out there that can teach us to
be better at this art?
-Dean
The Networker's Network http://networkers-network.ryze.com
Private Reply to Dean H. |
| Mar 27, 2005 7:37 pm | | re: How do you manage gatekeepers | # |
Mary-Frances Main | | I did advertising sales for years, and one of the BEST ways I found is to get to know the gatekeeper. Know the company, and then get to know the person who controls the communication. If they believe you they are much more likely to let you past.
Mary-Frances
Private Reply to Mary-Frances Main |
| Mar 27, 2005 11:32 pm | | re: How do you manage gatekeepers | # |
Douglas Karr | | We've been successful in participating in regional chamber groups and associations. Gatekeepers rarely attend, though the decision-makers due. It's sort of a 'reverse psychology' in that the decision-makers either make contact with us or have their gatekeepers make contact.
The other means has been utilizing data resources such as DNB or InfoUSA to gain contact information by title or office. Some of this data is pretty rough - but we've done some telephone and mail campaigns that have produced some great results.
DougPrivate Reply to Douglas Karr |
| Mar 27, 2005 11:33 pm | | re: How do you manage gatekeepers | # |
Thomas Holford | | Getting past gatekeepers is problem for which there is no easy, off-the-shelf solution. Gatekeepers are an organization's response to unwanted DIRECT solicitations.
Ergo, the key to getting past gatekeepers is to use INDIRECT means.
At the top of the list of INDIRECT means is referrals. Depending on what line of business you are in, there are probably established and tried-and-true methods of getting referrals. Talk to people in the same line of business and ask them how they get referrals, or put on your thinking cap and visualize how your target customer might receive a referral. If you CAN'T think of how your customer might receive a referral, you either have the wrong customer, or you do not have a necessary and sufficient understanding of the your customer's purchase decision making process.
Regards,
Tom Holford Private Reply to Thomas Holford |
| Mar 28, 2005 12:10 am | | re: How do you manage gatekeepers | # |
Mark Dembo | | A couple of strategies to get past gatekeepers.
1. Stop thinking of them as something to get past, and instead look to make them your ally and coach. Approach a call to the gatekeeper as follows: "Hi, this is..., and I'm hoping you can help me. I'm trying to locate the best person to speak with regarding... Would that be Mr./Ms X?"
2. Another approach is to leave a very short message with the gatekeeper that would provide enough information to leave the impression that your call is worth having returned. Leave a message that says: "Please tell Mr. X that this is Joe Smith, with XYZ Company. My number is 555-1212, and I'm caling in regards to ABC Company." ABC Company would be a reference to current clinet of yours that the prospect would recognize.
3. Another approach is to place your call when the gatekeeper is less likely to be there, but your contact person is; either very early - before 8am, or after 5pm.
Mark Dembo
President
Lexien Management Consultants
www.lexien.com
Private Reply to Mark Dembo |
| Mar 31, 2005 7:39 am | | re: How do you manage gatekeepers | # |
Kaustav Chakravarthy | | Hi,
We train on sales, and naturally much of our work has to do with selling our services as well.
I've found that the gatekeeper is invariably an ally, provided one shows them the respect they want to see.
1) We start the sales approach by simply dialing the target company and asking to speak with the target. This approach works many times, and the issue of dealing with the gatekeeper does not arrise.
2) If the gatekeeper wants to know what the call is about, we state where we are calling from, and a brief explanation of why we are calling, such as "we would like to make an appointment with Mr. So and So over a business issue". This is invariably enough to get through to the target.
3) One may also come across multiple gatekeepers (such as when the target is a senior official). In this case it is better to use the gatekeeper who is immediately connected to the target, as one's own weapon - I usually get them onto my side by being polite and cheerful, stating my request clearly, taking time to get their name right and empathising with them. Typically my request is to get the target on the line, or to get an appointment with the target. I usually achieve my goal on the second or third call at most.
I've seen very few cases where I've been unable to talk directly to (or atleast pass on an exact message to) the target through the gatekeeper.
Hope this helps.
Ryze and Shine !
KaustavPrivate Reply to Kaustav Chakravarthy |
| Apr 01, 2005 3:23 pm | | re: re: How do you manage gatekeepers | # |
rajeshyadav30 | | Hi,
I am working for DHL Danzas in India and by job is to develop business for my organisation, which involves me getting in touch with the decision makers.
I believe key to manage gatekeepers is to be confident,straight and aggresive(but polite) and then you'll find yourself closing business with top decision makers.
rgds
Rajesh YadavPrivate Reply to rajeshyadav30 |
| Apr 22, 2005 2:18 pm | | re: How do you manage gatekeepers | # |
Ira Stoller | | Yes, we should always respect gatekeepers as professionals. They have a job to do, same as the rest of us. If we help them do their job, they can help us do ours. For instance, we call on suspects to determine if they are prospects. The gatekeeper knows her employer's business and her bosses role in that business. If we briefly and politely explain our reasons for calling and what we hope to accomplish for the company, the gatekeeper can usually help us to properly direct our efforts. Often the gatekeeper will tell us why his or her company is not a good prospect for our goods and services. Don't ignore this and don't try to get into a verbal fencing match. Listen real hard and you might save yourself an awful lot of pointless work. A sincere "no" can be a very valuable answer. Private Reply to Ira Stoller |
| Apr 22, 2005 6:25 pm | | re: re: How do you manage gatekeepers | # |
Travis Hughes Interactive | | >
>A sincere "no" can be a very valuable answer.
>
It's also my belief that we aren't selling until we hear "no".
- TravisPrivate Reply to Travis Hughes Interactive |
| Apr 23, 2005 7:50 am | | re: re: re: How do you manage gatekeepers | # |
Lamar Morgan 954-603-7901 | | Travis,
While I believe "no" is a very valuable answer, I try to reduce the negative response by targeting my market from the outset. In order words, I attempt to do my homework BEFORE the cold calling is required. Just as there is email (push technology) and RSS feed (pull technology), I believe some similar exists in the world of sales. You have the option to use certain marketing tools - such as "cold calling" to push your services on an unsuspecting public. Or, you may choose to use something like a viral marketing pogram to pull(entice) customers in your direction.
Lamar MorganPrivate Reply to Lamar Morgan 954-603-7901 |
| Apr 23, 2005 2:07 pm | | re: re: re: How do you manage gatekeepers | # |
Steve Macke | | there has to be an upside for the gatekeeper to let you thru - after all the boss is rewarding the gatekeeper for not letting in those of no value - if your value prop is weak than you will only get past the weak Private Reply to Steve Macke |
| Apr 23, 2005 3:14 pm | | re: How do you manage gatekeepers | # |
Chris Young | | Has the gate keeper ever passed you on to a person who is interested in your product, wants to see more information and drags out the sales cycle?
The Gate Keeper is only one hurdle when approaching a new client and one that quite often steers you in a direction that is often unproductive.
I would highly recommend you read the book "Selling to VITO" (Very Important Top Officer).
It is focused on getting through all the hurdles you will face when approaching an organization and get you to the person who's decision is the only one that counts.
Remember, getting an Yes or no from the top officer saves you time in the sales cycle, enabling you to be more profitable.
Cheers,
Chris
Plan Your Day Here with a free calendarPrivate Reply to Chris Young |
| Apr 23, 2005 7:08 pm | | re: re: re: re: How do you manage gatekeepers | # |
Travis Hughes Interactive | | Hi Lamar,
I'm in total agreement with what you wrote. My was more of
a view on the sales approach in general. I've met too many sales people who just believe if they go to enough lunches
or hang around enough with the prospect sales will occur - and they are right, they "might". But that will always pale in comparison to asking for the sale. And it's only normally when you ask for the sale that you will hear "no" (or it's equivalent) and that's when the real selling takes place.
- TravisPrivate Reply to Travis Hughes Interactive |
| Apr 24, 2005 5:01 am | | re: re: re: re: re: How do you manage gatekeepers | # |
dilip singh laishram | | Dear friends,
i do agree with the points as gatekeepers what we called are the owner of the castle as long as they are in the front. They can make your mission in to water or at the top of mountain, its all in his court. You make partner with him, you got all the information right from competitors, decision makers,comming up projects which we all look forward in a business firm to become a partner with the client or to get into a contract. Make them your partner thats the begining of marketing.
Dilip singh Private Reply to dilip singh laishram |
| Apr 25, 2005 6:23 pm | | re: How do you manage gatekeepers | # |
Jo Ann Kirby | |
Actually the biggest gatekeepers out are voice mail systems. In my work, I find that at least 50% of all calls result in voice mail.
Focusing on human gatekeepers is great, but the "machine" ones also need to be strategized for.
Jo Ann Kirby
KRG Communications Group
http://www.krgcommunications.comPrivate Reply to Jo Ann Kirby |
| Apr 27, 2005 2:11 pm | | re: re: How do you manage gatekeepers | # |
Lamar Morgan 954-603-7901 | | Jo Ann,
Good point. So, how does one address the problem(s) presented by the voicemail gatekeeper?
Lamar MorganPrivate Reply to Lamar Morgan 954-603-7901 |
| May 09, 2005 10:54 pm | | re: How do you manage gatekeepers | # |
Dan B | | I have found (having made 100,000+ cold calls) that every company has rules, and every personality (gate keeper) has different levels of desire to follow the rules. Same thing that works in a bar works on the phone -- be upbeat, confident and funny, and you'll get what you want more of the time. Private Reply to Dan B |
| May 10, 2005 4:12 am | | re: re: How do you manage gatekeepers | # |
Lamar Morgan 954-603-7901 | | Dan,
What about the voicemail gatekeeper? Having made so many "cold calls" in your life, have you found it advantageous to be upbeat, confident and funny when you are talking to a machine?
Lamar MorganPrivate Reply to Lamar Morgan 954-603-7901 |
| May 16, 2005 9:54 pm | | re: re: re: How do you manage gatekeepers | # |
Dan B | | Absolutely, yes. A voicemail, if done right (upbeat, funny, and relevant) is an opportunity to present a 30-second captive commercial. Think of what makes the best commercials you hear good, and do that on voicemails. The LEAST you will accomplish is better name-recognition the next time you call. Private Reply to Dan B |
| Jun 01, 2005 2:22 pm | | re: How do you manage gatekeepers | # |
Warren Hayford | | I have run across some good ideas on this in Anthony Parinello's book "Selling to VITO (the Very Important Top Officer). Parinello defines the Executive Secretary as "second most powerful person in the organization... This is a person you want - and must treat - as a poweful ally".
Parinello goes even further in "Getting to VITO", saying "Gatekeepers are God". He explains as follows:
"Do right by the Gatekeeper and you'll get right into sales heaven, that lovely place where really big sales happen really fast.
Do wrong by the Gatekeeper and you'll wind up in sales hell, that crappy place where really tiny sales happen really slowly."
This is consistent with my experience in large organizations. The Executive Assistants I have worked with and through in over 25 years have all been bright, capable, and dedicated people who have the full trust and faith of their executive. They need the same high level, high trust approach and communication you will give their boss. When you speak with them you are auditioning for an opportunity to connect with their boss. Private Reply to Warren Hayford |
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