We’ve all been on the recipient side of gatekeepers as they size up our worthiness to get through to decision makers. Essentially, the gatekeeper is a closed door between you and the person with whom you need to speak. On the plus side, we understand their role: to keep the wrong people away from busy executives and allow the right people the chance to speak with them. On the negative side, gatekeepers may not have the information, knowledge or business acumen necessary to make an informed decision about which callers to put through. Frustrating as this is, we need to figure out how to work with them so we can move beyond them.
What Are Gatekeepers?
There are two types of gatekeepers: live and automated. Live gatekeepers might be a company receptionist whose job is to route calls to the most appropriate person. Or they can be executive or administrative assistants who, in some cases, are involved in the decision-making process. Automated gatekeepers refer to those annoying recordings that might get you to the right place through a menu of voicemail options. Yet, you still don’t connect because recipients can screen their own calls.
By the Numbers
Only 13% of experienced sales people are able to reach decision makers. When it comes to new salespeople, only 1% make it past the gatekeeper. For companies that use a dial-by-name directory. 80% of calls go to voicemail, and 90% of first time calls are never returned. Automated gatekeepers encourage executives to screen for themselves, and therefore they seldom answer their phones. While that process keeps from wasting executives’ time, it also makes them less available to viable prospects, customers and potential business opportunities and partners. As a result, the process itself can hamper a company’s growth.
The Good, the Bad and the Ugly
Sometimes live gatekeepers misuse their power. They don’t always have the training they need to determine how and when to route calls effectively. They might be the most recently hired individuals who do not have an understanding of the company’s organizational structure. These gatekeepers also may not know the company’s vision, mission, values and brand. Yet, the receptionist (live or otherwise) is the first point of contact with the public. As such, they are the ones who create a favorable or negative impression and the resulting customer experience. On the other hand, when companies recognize the importance of the gatekeeper’s role, screening can become a much more growth-driven task and a positive asset to the organization.
Try a New Approach
Consider the role of the gatekeepers with whom you interact and the best ways to work with them, rather than get past them. To do this, find a way to stand out from the pack. Differentiate yourself from the “junk” salespeople who call day in and day out. Be creative, personable and ready to deliver a concise and memorable “elevator speech” that clearly explains how you can provide value to the organization. Treat the gatekeeper as an extension of the decision maker. Engage the gatekeeper, be polite and view them as a potential ally rather than a roadblock.
In addition, avoid using trickery or outright deception to get past a gatekeeper. It is a surefire way to end a business relationship before it starts. Do your research and make every effort to identify the right contact within the company before you call. In today’s digital world, a print presentation, article, white paper or brochure mailed to your prospect or customer creates an opportunity to follow up to make sure it was received.
If a gatekeeper will not transfer you directly, try to find out a better time to call. Alternatively, try to get an email address or seek out another point of contact. Additionally, ask for help. Sometimes if you are courteous, sincere and professional, a gatekeeper will be more likely to help you accomplish your mission. You can also use humor, if you do it with finesse. Engaging with your targets on social media may be another way to move past gatekeepers. Follow them on Twitter and connect with them on LinkedIn. That way, you’ll have specific and timely information to discuss in conversations with the gatekeeper and target individual. In the end, remember when you give gatekeepers the tools and information they need to do their jobs, working with them can easily become the beginning of a business partnership.
