Article
How to Get Past the Gatekeeper, According to Sales Reps
HubSpot Sales Blog
Quoted on this wiki
Every place a page here uses this source, in the order the words come in it.
“Gatekeepers — who are typically executive assistants, receptionists, or office managers — are the people who stand between you and the decision-maker with whom you're hoping to make a sale.” As a result, he's refined two strategies that work well when getting past a gatekeeper. First, he suggests, "Name-drop someone they're likely to know (e.g. someone in their sphere/market, or someone who works for a bigger brand name). When met with gatekeepers and using this approach, I'd say something like 'Oh, I've been working with John Doe in your market, who [decision-maker] knows. He wanted me to connect — can you put me through to help make that happen?'" Alternatively, if you don't have a strong connection to the decision-maker, consider how you might name-drop a publication related to their work. As Dickelman advises, you might say something like, "'I've been reading/listening/watching some of [decision-maker's] recent work, and as a speaker in multiple industry publications myself, I'd like to connect to discuss these topics further. Can I speak to them about that now, please?'" It doesn't hurt to do your research. The more you know about the decision-maker, the easier it is to connect on a personal level with the gatekeeper and demonstrate you're not just another cold caller. 3. Be polite and exude confidence. QuotaPath Senior Account Executive Alex Brennen told me it's critical sales reps remain polite and exude confidence when speaking with a gatekeeper. She says, "Something small but impactful is to always say your first and last name. This establishes trust and shows you have nothing to hide." It might sound simple, but in practice, it's a little more challenging. Perhaps it's the end of the month and you haven't hit quota yet. As a result, you might come across as exasperated or frustrated when speaking with a gatekeeper. But that's not what you want. Instead, ensure you sound respectful and courteous. It's not fair to convey your stress to the gatekeeper — they're just doing their jobs, too. 4. Don't use the decision-maker's last name.
“If it's a receptionist or an assistant, they hold so much power in what the decision-maker's day-to-day looks like — so lean into that. If they aren't in a rush to get off the phone, take some time to ask how their day is going and get to know them.” As a result, he's refined two strategies that work well when getting past a gatekeeper. First, he suggests, "Name-drop someone they're likely to know (e.g. someone in their sphere/market, or someone who works for a bigger brand name). When met with gatekeepers and using this approach, I'd say something like 'Oh, I've been working with John Doe in your market, who [decision-maker] knows. He wanted me to connect — can you put me through to help make that happen?'" Alternatively, if you don't have a strong connection to the decision-maker, consider how you might name-drop a publication related to their work. As Dickelman advises, you might say something like, "'I've been reading/listening/watching some of [decision-maker's] recent work, and as a speaker in multiple industry publications myself, I'd like to connect to discuss these topics further. Can I speak to them about that now, please?'" It doesn't hurt to do your research. The more you know about the decision-maker, the easier it is to connect on a personal level with the gatekeeper and demonstrate you're not just another cold caller. 3. Be polite and exude confidence. QuotaPath Senior Account Executive Alex Brennen told me it's critical sales reps remain polite and exude confidence when speaking with a gatekeeper. She says, "Something small but impactful is to always say your first and last name. This establishes trust and shows you have nothing to hide." It might sound simple, but in practice, it's a little more challenging. Perhaps it's the end of the month and you haven't hit quota yet. As a result, you might come across as exasperated or frustrated when speaking with a gatekeeper. But that's not what you want. Instead, ensure you sound respectful and courteous. It's not fair to convey your stress to the gatekeeper — they're just doing their jobs, too. 4. Don't use the decision-maker's last name.
“I find when you do this, gatekeepers will usually open up a bit more, and are more willing to give information as to when you should call back or the best way to reach the decision-maker.” As a result, he's refined two strategies that work well when getting past a gatekeeper. First, he suggests, "Name-drop someone they're likely to know (e.g. someone in their sphere/market, or someone who works for a bigger brand name). When met with gatekeepers and using this approach, I'd say something like 'Oh, I've been working with John Doe in your market, who [decision-maker] knows. He wanted me to connect — can you put me through to help make that happen?'" Alternatively, if you don't have a strong connection to the decision-maker, consider how you might name-drop a publication related to their work. As Dickelman advises, you might say something like, "'I've been reading/listening/watching some of [decision-maker's] recent work, and as a speaker in multiple industry publications myself, I'd like to connect to discuss these topics further. Can I speak to them about that now, please?'" It doesn't hurt to do your research. The more you know about the decision-maker, the easier it is to connect on a personal level with the gatekeeper and demonstrate you're not just another cold caller. 3. Be polite and exude confidence. QuotaPath Senior Account Executive Alex Brennen told me it's critical sales reps remain polite and exude confidence when speaking with a gatekeeper. She says, "Something small but impactful is to always say your first and last name. This establishes trust and shows you have nothing to hide." It might sound simple, but in practice, it's a little more challenging. Perhaps it's the end of the month and you haven't hit quota yet. As a result, you might come across as exasperated or frustrated when speaking with a gatekeeper. But that's not what you want. Instead, ensure you sound respectful and courteous. It's not fair to convey your stress to the gatekeeper — they're just doing their jobs, too. 4. Don't use the decision-maker's last name.
Tarzan and Clayton. Simba and Uncle Scar. Sales development representatives and gatekeepers. All tales as old as time. If you're in sales, chances are you've encountered plenty of situations in which you're trying to reach a CEO or C-level executive to pitch your product or service ... only to get stopped by a gatekeeper. Gatekeepers — who are typically executive assistants, receptionists, or office managers — are the people who stand between you and the decision-maker with whom you're hoping to make a sale. But experienced sales reps know that gatekeepers don't have to be a roadblock in your sales process. Instead, a gatekeeper can (and should) be used as an opportunity to win the prospect's trust. Here, I spoke with 13 sales reps to collect a list of tips you can use next time you find yourself up against a gatekeeper. Let's dive in. How to Get Past the Gatekeeper When Cold Calling 1. Treat the gatekeeper as a resource, not an obstacle. HubSpot Account Executive Chrissy Callen told me she considers gatekeepers less an obstacle, and more a resource when trying to reach a decision-maker. As Callen says, "If it's a receptionist or an assistant, they hold so much power in what the decision-maker's day-to-day looks like — so lean into that. If they aren't in a rush to get off the phone, take some time to ask how their day is going and get to know them." It might seem simple, but treating the gatekeeper as a human is an important tactic when trying to reach executives. And it's the right thing to do, too. Callen adds, "I find when you do this, gatekeepers will usually open up a bit more, and are more willing to give information as to when you should call back or the best way to reach the decision-maker." 2. Name-drop a connection. Andrew Dickelman, Co-Founder and Head of Enterprise Sales at Structurely, has been responsible for millions in revenue through cold outreach. “Name-drop someone they're likely to know (e.g. someone in their sphere/market, or someone who works for a bigger brand name). When met with gatekeepers and using this approach, I'd say something like 'Oh, I've been working with John Doe in your market, who [decision-maker] knows. He wanted me to connect — can you put me through to help make that happen?'” Mark Smith, a BDR at Proposify, believes the key to getting past the gatekeeper is sounding confident over the phone. Additionally, he told me he's found success by asking for the decision-maker by first name only. As Smith puts it, "My usual phrasing is 'Is [decision-maker] in the office today?' or 'Is [decision-maker] around?' When doing this, never use the person's full name. I repeat ... never use the person's full name! If you're talking to a friend, would you address your friend by first and last name? No." Smith adds, "If they ask for the last name, of course you should give it, but never lead by addressing your prospect by their full name." 5. Don't lie. One thing that could break the gatekeeper's trust — and ruin the success of a deal? Dishonesty. Whatever you do, you don't want to lie to get past the gatekeeper. AsDamian Schlereth, Business Development Manager at Qwilr, told me, "When interacting with a gatekeeper, there is one rule I enforce with our BDR's: don’t lie. Align the call with your email cadence content — lead with the truth and be firm but humble in your approach." "For instance," Schlereth adds, "You might say, 'Sarah, I'm hoping you can help me. I am supposed to be connecting with John Smith today but can't find his extension/we haven't been able to connect yet. Could you patch me through, please?' Be very polite, and acknowledge their help." Ultimately, even if a lie might work in the short-term, it's likely it could backfire in the long-run. If your decision-maker finds out you've lied to her employees to reach her, she won't want to do business with you. If you lied about that, what else might you be lying about? 6. Have some background knowledge about the gatekeeper. Cam Karosis, a HubSpot Growth Specialist, advises sales reps to do their research on the gatekeeper. He says,"If you know who your gatekeeper is ahead of time, check out their LinkedIn.
Tarzan and Clayton. Simba and Uncle Scar. Sales development representatives and gatekeepers. All tales as old as time. If you're in sales, chances are you've encountered plenty of situations in which you're trying to reach a CEO or C-level executive to pitch your product or service ... only to get stopped by a gatekeeper. Gatekeepers — who are typically executive assistants, receptionists, or office managers — are the people who stand between you and the decision-maker with whom you're hoping to make a sale. But experienced sales reps know that gatekeepers don't have to be a roadblock in your sales process. Instead, a gatekeeper can (and should) be used as an opportunity to win the prospect's trust. Here, I spoke with 13 sales reps to collect a list of tips you can use next time you find yourself up against a gatekeeper. Let's dive in. How to Get Past the Gatekeeper When Cold Calling 1. Treat the gatekeeper as a resource, not an obstacle. HubSpot Account Executive Chrissy Callen told me she considers gatekeepers less an obstacle, and more a resource when trying to reach a decision-maker. As Callen says, "If it's a receptionist or an assistant, they hold so much power in what the decision-maker's day-to-day looks like — so lean into that. If they aren't in a rush to get off the phone, take some time to ask how their day is going and get to know them." It might seem simple, but treating the gatekeeper as a human is an important tactic when trying to reach executives. And it's the right thing to do, too. Callen adds, "I find when you do this, gatekeepers will usually open up a bit more, and are more willing to give information as to when you should call back or the best way to reach the decision-maker." 2. Name-drop a connection. Andrew Dickelman, Co-Founder and Head of Enterprise Sales at Structurely, has been responsible for millions in revenue through cold outreach. “'I've been reading/listening/watching some of [decision-maker's] recent work, and as a speaker in multiple industry publications myself, I'd like to connect to discuss these topics further. Can I speak to them about that now, please?'” Mark Smith, a BDR at Proposify, believes the key to getting past the gatekeeper is sounding confident over the phone. Additionally, he told me he's found success by asking for the decision-maker by first name only. As Smith puts it, "My usual phrasing is 'Is [decision-maker] in the office today?' or 'Is [decision-maker] around?' When doing this, never use the person's full name. I repeat ... never use the person's full name! If you're talking to a friend, would you address your friend by first and last name? No." Smith adds, "If they ask for the last name, of course you should give it, but never lead by addressing your prospect by their full name." 5. Don't lie. One thing that could break the gatekeeper's trust — and ruin the success of a deal? Dishonesty. Whatever you do, you don't want to lie to get past the gatekeeper. AsDamian Schlereth, Business Development Manager at Qwilr, told me, "When interacting with a gatekeeper, there is one rule I enforce with our BDR's: don’t lie. Align the call with your email cadence content — lead with the truth and be firm but humble in your approach." "For instance," Schlereth adds, "You might say, 'Sarah, I'm hoping you can help me. I am supposed to be connecting with John Smith today but can't find his extension/we haven't been able to connect yet. Could you patch me through, please?' Be very polite, and acknowledge their help." Ultimately, even if a lie might work in the short-term, it's likely it could backfire in the long-run. If your decision-maker finds out you've lied to her employees to reach her, she won't want to do business with you. If you lied about that, what else might you be lying about? 6. Have some background knowledge about the gatekeeper. Cam Karosis, a HubSpot Growth Specialist, advises sales reps to do their research on the gatekeeper. He says,"If you know who your gatekeeper is ahead of time, check out their LinkedIn.
Tarzan and Clayton. Simba and Uncle Scar. Sales development representatives and gatekeepers. All tales as old as time. If you're in sales, chances are you've encountered plenty of situations in which you're trying to reach a CEO or C-level executive to pitch your product or service ... only to get stopped by a gatekeeper. Gatekeepers — who are typically executive assistants, receptionists, or office managers — are the people who stand between you and the decision-maker with whom you're hoping to make a sale. But experienced sales reps know that gatekeepers don't have to be a roadblock in your sales process. Instead, a gatekeeper can (and should) be used as an opportunity to win the prospect's trust. Here, I spoke with 13 sales reps to collect a list of tips you can use next time you find yourself up against a gatekeeper. Let's dive in. How to Get Past the Gatekeeper When Cold Calling 1. Treat the gatekeeper as a resource, not an obstacle. HubSpot Account Executive Chrissy Callen told me she considers gatekeepers less an obstacle, and more a resource when trying to reach a decision-maker. As Callen says, "If it's a receptionist or an assistant, they hold so much power in what the decision-maker's day-to-day looks like — so lean into that. If they aren't in a rush to get off the phone, take some time to ask how their day is going and get to know them." It might seem simple, but treating the gatekeeper as a human is an important tactic when trying to reach executives. And it's the right thing to do, too. Callen adds, "I find when you do this, gatekeepers will usually open up a bit more, and are more willing to give information as to when you should call back or the best way to reach the decision-maker." 2. Name-drop a connection. Andrew Dickelman, Co-Founder and Head of Enterprise Sales at Structurely, has been responsible for millions in revenue through cold outreach. “It doesn't hurt to do your research. The more you know about the decision-maker, the easier it is to connect on a personal level with the gatekeeper and demonstrate you're not just another cold caller.” Mark Smith, a BDR at Proposify, believes the key to getting past the gatekeeper is sounding confident over the phone. Additionally, he told me he's found success by asking for the decision-maker by first name only. As Smith puts it, "My usual phrasing is 'Is [decision-maker] in the office today?' or 'Is [decision-maker] around?' When doing this, never use the person's full name. I repeat ... never use the person's full name! If you're talking to a friend, would you address your friend by first and last name? No." Smith adds, "If they ask for the last name, of course you should give it, but never lead by addressing your prospect by their full name." 5. Don't lie. One thing that could break the gatekeeper's trust — and ruin the success of a deal? Dishonesty. Whatever you do, you don't want to lie to get past the gatekeeper. AsDamian Schlereth, Business Development Manager at Qwilr, told me, "When interacting with a gatekeeper, there is one rule I enforce with our BDR's: don’t lie. Align the call with your email cadence content — lead with the truth and be firm but humble in your approach." "For instance," Schlereth adds, "You might say, 'Sarah, I'm hoping you can help me. I am supposed to be connecting with John Smith today but can't find his extension/we haven't been able to connect yet. Could you patch me through, please?' Be very polite, and acknowledge their help." Ultimately, even if a lie might work in the short-term, it's likely it could backfire in the long-run. If your decision-maker finds out you've lied to her employees to reach her, she won't want to do business with you. If you lied about that, what else might you be lying about? 6. Have some background knowledge about the gatekeeper. Cam Karosis, a HubSpot Growth Specialist, advises sales reps to do their research on the gatekeeper. He says,"If you know who your gatekeeper is ahead of time, check out their LinkedIn.
“But experienced sales reps know that gatekeepers don't have to be a roadblock in your sales process. Instead, a gatekeeper can (and should) be used as an opportunity to win the prospect's trust.” As a result, he's refined two strategies that work well when getting past a gatekeeper. First, he suggests, "Name-drop someone they're likely to know (e.g. someone in their sphere/market, or someone who works for a bigger brand name). When met with gatekeepers and using this approach, I'd say something like 'Oh, I've been working with John Doe in your market, who [decision-maker] knows. He wanted me to connect — can you put me through to help make that happen?'" Alternatively, if you don't have a strong connection to the decision-maker, consider how you might name-drop a publication related to their work. As Dickelman advises, you might say something like, "'I've been reading/listening/watching some of [decision-maker's] recent work, and as a speaker in multiple industry publications myself, I'd like to connect to discuss these topics further. Can I speak to them about that now, please?'" It doesn't hurt to do your research. The more you know about the decision-maker, the easier it is to connect on a personal level with the gatekeeper and demonstrate you're not just another cold caller. 3. Be polite and exude confidence. QuotaPath Senior Account Executive Alex Brennen told me it's critical sales reps remain polite and exude confidence when speaking with a gatekeeper. She says, "Something small but impactful is to always say your first and last name. This establishes trust and shows you have nothing to hide." It might sound simple, but in practice, it's a little more challenging. Perhaps it's the end of the month and you haven't hit quota yet. As a result, you might come across as exasperated or frustrated when speaking with a gatekeeper. But that's not what you want. Instead, ensure you sound respectful and courteous. It's not fair to convey your stress to the gatekeeper — they're just doing their jobs, too. 4. Don't use the decision-maker's last name.
Tarzan and Clayton. Simba and Uncle Scar. Sales development representatives and gatekeepers. All tales as old as time. If you're in sales, chances are you've encountered plenty of situations in which you're trying to reach a CEO or C-level executive to pitch your product or service ... only to get stopped by a gatekeeper. Gatekeepers — who are typically executive assistants, receptionists, or office managers — are the people who stand between you and the decision-maker with whom you're hoping to make a sale. But experienced sales reps know that gatekeepers don't have to be a roadblock in your sales process. Instead, a gatekeeper can (and should) be used as an opportunity to win the prospect's trust. Here, I spoke with 13 sales reps to collect a list of tips you can use next time you find yourself up against a gatekeeper. Let's dive in. How to Get Past the Gatekeeper When Cold Calling 1. Treat the gatekeeper as a resource, not an obstacle. HubSpot Account Executive Chrissy Callen told me she considers gatekeepers less an obstacle, and more a resource when trying to reach a decision-maker. As Callen says, "If it's a receptionist or an assistant, they hold so much power in what the decision-maker's day-to-day looks like — so lean into that. If they aren't in a rush to get off the phone, take some time to ask how their day is going and get to know them." It might seem simple, but treating the gatekeeper as a human is an important tactic when trying to reach executives. And it's the right thing to do, too. Callen adds, "I find when you do this, gatekeepers will usually open up a bit more, and are more willing to give information as to when you should call back or the best way to reach the decision-maker." 2. Name-drop a connection. Andrew Dickelman, Co-Founder and Head of Enterprise Sales at Structurely, has been responsible for millions in revenue through cold outreach. “Name-drop someone they're likely to know (e.g. someone in their sphere/market, or someone who works for a bigger brand name). When met with gatekeepers and using this approach, I'd say something like 'Oh, I've been working with John Doe in your market, who [decision-maker] knows. He wanted me to connect — can you put me through to help make that happen?'” Mark Smith, a BDR at Proposify, believes the key to getting past the gatekeeper is sounding confident over the phone. Additionally, he told me he's found success by asking for the decision-maker by first name only. As Smith puts it, "My usual phrasing is 'Is [decision-maker] in the office today?' or 'Is [decision-maker] around?' When doing this, never use the person's full name. I repeat ... never use the person's full name! If you're talking to a friend, would you address your friend by first and last name? No." Smith adds, "If they ask for the last name, of course you should give it, but never lead by addressing your prospect by their full name." 5. Don't lie. One thing that could break the gatekeeper's trust — and ruin the success of a deal? Dishonesty. Whatever you do, you don't want to lie to get past the gatekeeper. AsDamian Schlereth, Business Development Manager at Qwilr, told me, "When interacting with a gatekeeper, there is one rule I enforce with our BDR's: don’t lie. Align the call with your email cadence content — lead with the truth and be firm but humble in your approach." "For instance," Schlereth adds, "You might say, 'Sarah, I'm hoping you can help me. I am supposed to be connecting with John Smith today but can't find his extension/we haven't been able to connect yet. Could you patch me through, please?' Be very polite, and acknowledge their help." Ultimately, even if a lie might work in the short-term, it's likely it could backfire in the long-run. If your decision-maker finds out you've lied to her employees to reach her, she won't want to do business with you. If you lied about that, what else might you be lying about? 6. Have some background knowledge about the gatekeeper. Cam Karosis, a HubSpot Growth Specialist, advises sales reps to do their research on the gatekeeper. He says,"If you know who your gatekeeper is ahead of time, check out their LinkedIn.
Ifthey downloaded a form, the answer is yes ... If they didn't download a form or have a trigger event, the answer is maybe," He told me. "That may be a bit weird, but it is true and it is distinctive, polite, and accurate." 4. Employ humor to build rapport with the gatekeeper. Sarra Herlich, a sales development representative at PandaDoc, and Joe Huizenga, a sales development team lead at PandaDoc, told me they use a 3-step approach when working with gatekeepers. Step one: Open with humor. To use humor in your opening, Sarra and Joe suggest something like — "Hey, I'm trying to find [insert first name] but I guess I don't know how to properly use my dang phone." Step two: Give them a question with which they want to help. Next, Sarra and Joe told me they'll use the following question to encourage collaboration between the sales rep and the gatekeeper: "I'm trying to find out who is in charge of X, Y, Z. Would that be [insert name] or someone else?" Step three: Get the extension before hanging up. To close out your conversation, Sarra and Joe say it's important to get an extension. Try saying something like, "Before you transfer me, can you give me the extension so I don't have to bother you again?" Overall," Sarra and Joe advise, "we try our best to acknowledge the gatekeeper as a hardworking person who deserves respect, and a good laugh." 5. Ask the gatekeeper for information. Gabby Furlotte, a team lead and BDR at Proposify, told me that gatekeepers typically hold a lot of information. Furlotte says, "If they give you the typical 'they're busy, they aren't interested' response, use this: 'Thank you, I appreciate you taking my call. I'm looking to get in touch with the person who oversees the XYZ process here. Is this something you have insight into?'" "They might actually end up directing you to another person," Furlotte adds, "or if they know a little bit about what you're calling about, they might be willing to give you some information." 6. “Additionally, Findley told me it's critical sales reps take the time to understand the agenda of each individual stakeholder who might be involved in a deal. This information can help you get past the gatekeeper, and will also serve you well when making your pitch.” But before he calls back, he always does some research on the gatekeeper. "This way, on the second connect call, you can say, 'Wait, are you a History major at McGill?' This helps build rapport and trust." "Then," Tyre adds, "you can ask — "'Do you know if Sharon got my message/email?' 'Can I leave another voicemail?'Or'Is there a better time for me to connect with her when she might be available?'" Finally, Tyre tells me he ends the conversation by asking the gatekeeper if there's anything he can do for them. Ultimately, building trust and creating a relationship with the gatekeeper is your biggest key to getting past them. Getting Past the Gatekeeper Examples Let's dive into a few examples of sales reps getting past gatekeepers, so you can see how this looks in-action. These are fictitious examples, but they're based on sales reps true experiences. 1. Account Executive Sarah and Gatekeeper Dave Account Executive Sarah has done her research — she has background information about the decision-maker, Jennifer, including her unique challenges as CEO of her company, Blue Goat. She also knows Blue Goat just launched a new product, and she suspects they're struggling to keep up with demand. Fortunately, the sales enablement product Sarah sells can help. Sarah has also done her research and found a mutual connection with the decision-maker: Mark, who is CFO. Mark is a fellow alum of Sarah's college, so Sarah emails Mark and explains that she truly believes her product could help Mark's company as they scale (only after mentioning the college connection). Mark thanks her for the information but tells her he's not the right person to reach out to — Jennifer is. Now, Sarah calls Jennifer's office. Dave, her receptionist, answers the phone. "Can I ask who's calling, please?" "Hi there," Sarah's voice is confident and respectful. "I'm Sarah Hastings, an Account Executive at Rev. I'm hoping to speak with Jennifer ..."
Ifthey downloaded a form, the answer is yes ... If they didn't download a form or have a trigger event, the answer is maybe," He told me. "That may be a bit weird, but it is true and it is distinctive, polite, and accurate." 4. Employ humor to build rapport with the gatekeeper. Sarra Herlich, a sales development representative at PandaDoc, and Joe Huizenga, a sales development team lead at PandaDoc, told me they use a 3-step approach when working with gatekeepers. Step one: Open with humor. To use humor in your opening, Sarra and Joe suggest something like — "Hey, I'm trying to find [insert first name] but I guess I don't know how to properly use my dang phone." Step two: Give them a question with which they want to help. Next, Sarra and Joe told me they'll use the following question to encourage collaboration between the sales rep and the gatekeeper: "I'm trying to find out who is in charge of X, Y, Z. Would that be [insert name] or someone else?" Step three: Get the extension before hanging up. To close out your conversation, Sarra and Joe say it's important to get an extension. Try saying something like, "Before you transfer me, can you give me the extension so I don't have to bother you again?" Overall," Sarra and Joe advise, "we try our best to acknowledge the gatekeeper as a hardworking person who deserves respect, and a good laugh." 5. Ask the gatekeeper for information. Gabby Furlotte, a team lead and BDR at Proposify, told me that gatekeepers typically hold a lot of information. Furlotte says, "If they give you the typical 'they're busy, they aren't interested' response, use this: 'Thank you, I appreciate you taking my call. I'm looking to get in touch with the person who oversees the XYZ process here. Is this something you have insight into?'" "They might actually end up directing you to another person," Furlotte adds, "or if they know a little bit about what you're calling about, they might be willing to give you some information." 6. “Map out the company hierarchy as you understand it, and tailor your pitch according to the objectives of each stakeholder.” But before he calls back, he always does some research on the gatekeeper. "This way, on the second connect call, you can say, 'Wait, are you a History major at McGill?' This helps build rapport and trust." "Then," Tyre adds, "you can ask — "'Do you know if Sharon got my message/email?' 'Can I leave another voicemail?'Or'Is there a better time for me to connect with her when she might be available?'" Finally, Tyre tells me he ends the conversation by asking the gatekeeper if there's anything he can do for them. Ultimately, building trust and creating a relationship with the gatekeeper is your biggest key to getting past them. Getting Past the Gatekeeper Examples Let's dive into a few examples of sales reps getting past gatekeepers, so you can see how this looks in-action. These are fictitious examples, but they're based on sales reps true experiences. 1. Account Executive Sarah and Gatekeeper Dave Account Executive Sarah has done her research — she has background information about the decision-maker, Jennifer, including her unique challenges as CEO of her company, Blue Goat. She also knows Blue Goat just launched a new product, and she suspects they're struggling to keep up with demand. Fortunately, the sales enablement product Sarah sells can help. Sarah has also done her research and found a mutual connection with the decision-maker: Mark, who is CFO. Mark is a fellow alum of Sarah's college, so Sarah emails Mark and explains that she truly believes her product could help Mark's company as they scale (only after mentioning the college connection). Mark thanks her for the information but tells her he's not the right person to reach out to — Jennifer is. Now, Sarah calls Jennifer's office. Dave, her receptionist, answers the phone. "Can I ask who's calling, please?" "Hi there," Sarah's voice is confident and respectful. "I'm Sarah Hastings, an Account Executive at Rev. I'm hoping to speak with Jennifer ..."
But before he calls back, he always does some research on the gatekeeper. "This way, on the second connect call, you can say, 'Wait, are you a History major at McGill?' This helps build rapport and trust." "Then," Tyre adds, "you can ask — "'Do you know if Sharon got my message/email?' 'Can I leave another voicemail?'Or'Is there a better time for me to connect with her when she might be available?'" Finally, Tyre tells me he ends the conversation by asking the gatekeeper if there's anything he can do for them. Ultimately, building trust and creating a relationship with the gatekeeper is your biggest key to getting past them. Getting Past the Gatekeeper Examples Let's dive into a few examples of sales reps getting past gatekeepers, so you can see how this looks in-action. These are fictitious examples, but they're based on sales reps true experiences. 1. Account Executive Sarah and Gatekeeper Dave Account Executive Sarah has done her research — she has background information about the decision-maker, Jennifer, including her unique challenges as CEO of her company, Blue Goat. She also knows Blue Goat just launched a new product, and she suspects they're struggling to keep up with demand. Fortunately, the sales enablement product Sarah sells can help. Sarah has also done her research and found a mutual connection with the decision-maker: Mark, who is CFO. Mark is a fellow alum of Sarah's college, so Sarah emails Mark and explains that she truly believes her product could help Mark's company as they scale (only after mentioning the college connection). Mark thanks her for the information but tells her he's not the right person to reach out to — Jennifer is. Now, Sarah calls Jennifer's office. Dave, her receptionist, answers the phone. "Can I ask who's calling, please?" "Hi there," Sarah's voice is confident and respectful. "I'm Sarah Hastings, an Account Executive at Rev. I'm hoping to speak with Jennifer ..." “Once Dave understands that someone internally referred Sarah, he can feel more comfortable allowing Sarah to share her pitch with Jennifer.” Martina tells him Pam is in a meeting, so instead, she sets up a time for Elijah to call back. Why This Works Elijah is friendly and respectful. He treats Martina like a human, and he also shows Martina that he's done his research and is not pitching a product or service that won't apply to their company. Try Alternative Methods When all else fails, you might consider shifting your methods for getting past the gatekeeper at all. Rather than cold calling decision-makers, consider how you might demonstrate value upfront — for instance, Karosis told me that he's found video messaging to be an effective way to appeal directly to the decision-maker. As he puts it, "I've found that personal messaging, namely video messaging, almost always opens up that gate." If you're interested in testing out video messaging for yourself, take a look at How the HubSpot Sales Team Used Video to Engage More Prospects. Ed Calnan, CRO and Co-founder of Seismic, agrees that creating high-quality content is a good alternative to cold-calling your gatekeeper. “To reach decision-makers," Calnan told me, "companies must make sure that email content is great. 87% of business buyers say online content impacts vendor selection. We're moving from 'Content is King' to 'Experience is King', with today's customers expecting engaging, interactive experiences over static content." He adds, "To get past the gatekeepers and to the decision-makers in an organization, sales content must be personal, engaging, and consistent with the ability to reach multiple channels." Ultimately, sales is all about relationship-building, so consider a conversation with a gatekeeper as another opportunity to engage with someone. As long as you're polite, honest, confident, and knowledgable about the company, you should find yourself getting past gatekeepers the majority of the time (and having less of a Simba and Scar-like relationship) ...
Quotes are verbatim and belong to their publishers. Where a quote has been translated, the original wording is kept below it.