The Gatekeeper
by Brent Bartenfeld
Simon says, "Don't stop at the gatekeeper."In feedback sessions, I always hear, "How do I get past the gatekeepers?" Having amiable tendencies, I always respond, "Why are you looking to go around them?" Make allies with them, and they will take you to the economic buyer and beyond. I feel this is the best approach to take, but many times the opportunity does not present itself. If you are experiencing frustration with getting past the gatekeeper and on to the economic buyer, here are some methods to try.
If you are sending a brochure, put the name of the receiver on it. Use a colored ink. This is a standard within Sales Concepts. It works. Personalizing your materials helps you stand out from the competition. Others are not doing this which is why you should.
Who works late hours and on the weekends? People who generally have a high stake in the company. Decision makers like to be in the office to get work done when the phones are not ringing. So call them. They are impressed with people who work these hours. They will be surprised you called.
A gatekeeper may put faxes in File 13, but if it appears to have value to your customer, the gatekeeper may deliver it. Take time to use an approach that is unique. Many times faxes get passed around the office after they reach the intended person. If this happens, someone has placed value on your message. You will also get more names within your account.
Although form letters save time, take a few minutes and handwrite letters to personalize your approach. This goes a long way, especially when dealing with amiables. Form letters carry the message that you didn't care enough to send your best. How many form letters do you read? Neither do I, so take a different approach.
Sales veterans say this is a unique and powerful approach. This is especially good for people whose time is valuable to them. Offer your tape as something they can do while driving to and from work. If they do listen to your tape, make sure you have included a message that compels them to take your call next time, or even call you when they return the next day. It will help to have a relationship with their gatekeepers so that your tape will actually be forwarded.
When you get many mail pieces, which one do you open first? I always open the overnight or special delivery packages. I would imagine that most everyone does. So, why not take this approach? This is an expensive method, so make sure these prospects have been qualified, and you are targeting the right person.
Increase your effective rate by using People Styles. On a piece of paper, write the attributes of each style before practicing any of the above methods. Present to your customers in the way and manner they prefer. Tailor your approach specifically for them. Nothing you ever learn will prove to be a more powerful tool. It works!
These are just a few methods. Try them for effectiveness. Use these methods on yourself. Ask, "Would I be compelled to read this fax, take this call, listen to this voice message, read this letter, or pass it to the appropriate person?" Hopefully the answer is yes, but if it is no, go back and brainstorm to come up with an endless vault of new ideas. Good luck!