How to Pick The Lock of the Corporate Gatekeeper
By Dave Wells

When you’re trying to get into a company – especially at the executive level – you sometimes encounter a person who screens access to the decision maker. This gatekeeper is a highly trusted advisor to the person that you want to meet and should be used for their knowledge about the company.

Gatekeepers are intimately aware of the company’s goals and objectives as well as key business initiatives and priorities. Their objective is to limit unnecessary interruptions. They dread the thought of their boss saying, “what were you thinking when you transferred that salesperson through to me?”

As a result they become highly skilled at sorting out lightweight sales people from those who demonstrate the knowledge and expertise to make a difference for their organization. Your challenge is to convince the gatekeeper to let you through, without talking about your products, services, or solution.

There are only two ways around a gatekeeper: call early in the morning or call after business hours. That’s it. Otherwise it’s in your best interest to work with them and get them to help you.

Here are a few things you should never do to a gatekeeper if you plan on doing business with an executive:

• Never lie.
• Never intimidate.
• Never insult.
• Never be evasive.

Gatekeepers are intelligent and take pride in what they do. They know they have the power to keep you from your goal, but are more than helpful if you approach them in the right way.

If you believe that your offering truly makes a difference to an organization, then you are already aligned with the gatekeeper's objective. It never helps to slip into a sales role. When they screen calls, they want to know who you are, why you are calling, and if the decision maker is expecting to hear from you. Get ready to answer them.

Remember it’s not about your product, service, or solution. Keep your focus on helping the organization and remain confident that you are there to help the decision maker.

Never be surprised by questions from the gatekeeper. They are qualifying you to determine if you are worthy of future contact with the decision maker.

Here are some hints that will help you but the gatekeeper at ease about allowing you access:

• Establish your credibility by referencing the person who referred you or the research that you have done about the company.
• Demonstrate your intentions by sharing your value proposition, highlighting key issues that they are facing, results your customers have attained, or the valuable information you have that would be of interest to the decision maker.
• Suggest that the difference that you can make in the company would be of interest to the decision maker.

When gatekeepers recognize that your focus is on their primary business concerns, they become more willing to grant you access.

If you have done your homework and have a valid business reason for meeting with the executive, the odds of the gatekeeper helping you make the connection improve dramatically.

David Wellsk Founder of http://www.emdco.com, a provider of business-to-business lead creation, data confirmation and integrated marketing solutions. Subscribe to "The Business-to-Business Sales Strategist's Tips of the Week" ezine at http://www.emdco.com/registernow.html.

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