How to get past the gatekeeper and reach the decision maker

Why do gatekeepers block sales calls?

A receptionist or executive assistant is doing their job when they screen your call. They protect a busy person's time, and they have heard every trick. Jenny's coaching clients often name the gatekeeper as their biggest problem, and in her experience the cause usually comes down to one of four things:

1. You sound timid, hesitant, apologetic or unsure of yourself.
2. You start selling your product or service to the gatekeeper.
3. You ask for the decision maker's name in a way that shows it is a sales call.
4. You have not planned your answers to the questions reception is likely to ask.

Each of these can be fixed before your next call. Treat the gatekeeper as an ally rather than an obstacle, and they often become your best source of information about the business.

How do you sound like your call is expected?

Stand up when you make the call. Your voice carries more energy and you sound more certain. Then ask for the person by name, as a statement rather than a question, and finish with thank you:

The “thank you” at the end quietly assumes the call will be put through. In a smaller business, using just the first name (“May I speak to Jo please, thank you”) can sound familiar and relaxed. Do it only where you would genuinely address the person that way, and never imply you know someone you have not met.

How do you find the decision maker's name?

Asking “Who is your marketing manager?” or “Can I speak to the owner?” marks you as a sales caller straight away. Jenny's approach is to make the first call an information-gathering call, because most people like to help when they are asked nicely.

If she offers to put you through, take it: “Thank you, may I speak to him please?” If not, ask for his email address and call back another day. Check LinkedIn and the company website as well, because many names are a two minute search away. Jenny's guide on how to find prospects to call has more research shortcuts.

When you do reach David, open with what you learned: “Good morning David, I understand you have ten salespeople and no full time trainer at the moment, would that be correct?” That single line builds more rapport than any pitch.

What should you tell the gatekeeper about your call?

The gatekeeper does not need to hear what you sell. They need a reason to believe their boss will want the call. Give them a benefit in one line:

• “I have an idea I'd like to share with him that will [benefit].”
• “I have some information he'll find useful about [topic relevant to his role].”
• “It's about his attendance at [event].” Use this one only if he has registered or enquired.

Make your benefit line relevant, customised and as measurable as you can honestly make it. For example: “We specialise in helping sales managers spend less time on paperwork, so that they have more time out of the office making sales.” Jenny's article on cold call openings that grab interest shows how to build one from scratch.

How do you answer the questions gatekeepers ask?

Most gatekeepers ask the same five questions. Plan honest answers in advance and you will never be caught out. Australian telemarketing rules require you to identify yourself and your business, so never pretend a sales call is something else. The guide to telemarketing rules in Australia explains what applies to your calls.

The answer “Yes, he is expecting it” only works when it is true. That is why Jenny recommends a short letter or email that says exactly when you will ring, followed by a call on that very day. The same habit works for proposals: tell the prospect you will phone in three days, and reception's question already has its answer.

What if there is no receptionist at all?

Many businesses no longer have a front desk. Calls go to an automated menu, a shared mobile or straight to voicemail, and staff work from home several days a week. The principles stay the same, but the gatekeeper changes shape.

• A phone menu. Choose sales or new customers. Whoever answers usually knows who makes the decision and will often tell you.
• A shared mobile. Give your name, company and benefit just as you would to a receptionist, then ask who is best to speak to.
• An assistant who screens by email. Send a two line note with one benefit and a suggested time, then call exactly as promised.

Wherever the call lands, the person who answers deserves the same courtesy and the same honest reason for calling.

What do you do when the gatekeeper won't put you through?

Don't argue and don't give up. Try another route:

• Ask to be put through to the sales team. Salespeople are not trained as gatekeepers and will usually tell you who to speak to, often with useful background.
• Try the accounts department, which is also rarely briefed to screen calls.
• Ask reception for the decision maker's direct line or the best time to call, then ring at that time.
• Connect on LinkedIn with a short message that offers a benefit and suggests a phone appointment.
• Leave a voicemail that gives a reason to call back. See how to turn voicemail into an opportunity.

Above all, stay persistent and polite. The receptionist you are pleasant to today is the one who puts you through next week. If you notice you are putting these calls off, Jenny's guide to overcoming call reluctance will help, and once you are through, how to make an appointment covers the next step.