strategies that work e-Zine: February 2004

What's the best way to get past a gatekeeper? Go through a different gate or change the timing of your entry.

 Easy for you to say, you might say. But think about it. If I can make contact with an executive in a venue outside their protected habitat, I won't have to deal with a gatekeeper at all. Or if I can get access to that executive before the gate is being protected, I can expect the same result.

The answer to the tactical question of how to get past a gatekeeper is a strategic one.  Let's start with this: There are two species of gatekeepers. First there are the permanent ones--administrative assistants. Their job descriptions specify that they will block communication between you and the real buyer.  You usually run into them when you are prospecting.  (You must be sure you are working within the new laws that prohibit telemarketing in certain geographies.)

The second category contains situational gatekeepers, such as evaluation committee leaders or members whose mission it is to ultimately make a recommendation to the real buyer. Their power can be much more damaging to you than an administrative assistant.  An admin may not let you through to the real buyer or may even, worst case, hang up on you.  If the situational gatekeeper gets angry at something you do, such as attempting to go over their head, you can wind up eliminated from consideration. Fired.

Before we dig into how to circumvent gatekeepers, let's look at the symptoms of being blocked by both kinds of gatekeepers. 

Symptoms of being blocked by the administrative assistant:

• You don't have access to the real buyer

• You find yourself directed to a low level person who has no influence over the buying process

Read on to get tactics for getting beyond executive administrative assistants, for avoiding being blocked by the situational gatekeeper, and for the best way to avoid gatekeepers…

©2004 -- The Stein Advantage, Inc.  All Rights Reserved

[ home ] [ about Dave ] [ sales coach ] [ speaker ]