Selling Skills | Marketing
Selling: The Gatekeeper can Help or Hurt You
Why you should make the gatekeeper your ally
Sales professionals know that a gatekeeper is anyone they must go through to get to the decision-maker — and it can be a challenge to get past the gatekeeper.
Gatekeepers are typically receptionists, secretaries, and assistants, but they could also be first-line managers, other decision-influencers, outside consultants, or even your competitors.
Many sales reps view gatekeepers as either unimportant or just another obstacle to overcome on the way to the sale. A better strategy is to make the gatekeeper your ally.
Here’s a real-life example of why — from a gatekeeper’s perspective:
Several years ago I was working on a series of ghostwriting projects (primarily books and blogs) and creating material for a content marketing campaign for a client when I received an email from a casual acquaintance (the 20-something son of some friends) requesting an introduction to that client.
George (not his real name) didn’t include a reason for his request; he just asked me to make the connection for him. That was his first mistake.
The services George’s company offers include much of the same services my company offers, and I was already either providing them or managing them through other resources. His request for an introduction didn’t include any additional benefits for either me or my client.
After taking the time to look at his website and review his LinkedIn profile, I acted as the gatekeeper my client expected and trusted me to be.
It’s not a role I often play as a ghostwriter, but it was appropriate in this situation. I emailed George and politely explained that the client’s needs were already being met but that I’d keep him in mind should things change in the future.
I considered asking him why on earth I’d want to introduce a competitor to one of my clients and if he really thought I was that dumb, but decided to stay professional and leave the door open for some possible future competitive collaboration.
George didn’t bother to acknowledge my response — and his rudeness made an impression, but not a positive one. That was his second mistake.
Instead, he tried to reach my client directly using an email link on the client’s website. What he didn’t know was that emails sent to that account were routed to me for screening.
Any guesses on what I did with his message?
Third mistake. Three strikes and you’re out.
The two primary lessons here are:
1. Respect gatekeepers.
2. Respect competitors.
Gatekeepers are in place for a reason. When you show a lack of respect for a gatekeeper, you are showing a lack of respect for the decision-maker who trusts the gatekeeper — and the decision-maker is going to find out about it.
In this case, I shared this story with my client. If George ever managed to get around me using some other tactic, my client knew who he was and what my opinion of him was.
You have no way of knowing how far a gatekeeper’s influence can go.
In addition to blocking access to their own decision-makers, gatekeepers are likely to share their opinions outside their organizations — much like I’m doing here, but with real names.
Prior to this incident, when I’d gotten inquiries from prospective clients that weren’t a fit for me (because of scheduling, subject matter, budget, etc.), I referred some of them to George, but I won’t do it again. From my perspective, he’s unprofessional and untrustworthy.
Instead of trying to go around a gatekeeper, use your sales skills to get them on your side.
And when the gatekeeper is a competitor, try a little coopetition — it’s a strategy that could open some very interesting and lucrative doors for you.
Only after your best efforts to get the gatekeeper on your side don’t work is it time to go around them.
Thanks for reading. A version of this article was originally published on my site at CreateTeachInspire.com. You can reach me there or email me at [email protected].
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