Befriending the Corporate Gatekeeper
In an urgent moment while working the phones to set appointments, many salespersons attempt to push aside the corporate gatekeeper to get straight to the decision maker.
Instead, the salesperson should be befriending them rather than dodging them. In fact, the administrative professional that is the first point of contact — by phone or manning the reception desk — can hold a wealth of information that is yours for the asking.
Other than the rare occasion you manage to make contact with a newbie gatekeeper, you can safely assume they have developed a sixth sense for discovering your intentions and shielding their company from unsolicited sales calls.
An opening line that sounds like: “Is the person who purchases your office supplies available?” is virtually guaranteed a scripted response somewhere along the lines of “We’re not interested” or “Please take us off your list.” What the salesperson should be doing first is becoming friends with the gatekeeper.
Depending on the company and how their phone system is set up, you could be calling dozens of times for several weeks after your sale has been made. Making an enemy with the gatekeeper by employing your best sales tactics on someone that doesn’t care if you sell paper or the latest technologically advanced gadget is dangerous at best.
It is also dangerous to assume the gatekeeper doesn’t know anything beneficial to you. Considering they watch deliveries arrive and shipments depart, and have the contact information for every key employee at their fingertips, you should be focusing on the gatekeeper long before delivering your polished sales pitch.
Before placing your cold call, research the company to discover their history, products/services offered, and other information that you can use to break the ice and develop a non-threatening conversation. Did they just move into a new facility? Was their grand opening earlier this year? You might even learn the name of the gatekeeper before you dial the phone!
Bottom line: Every sale you make should start with a low-to-no pressure conversation with the corporate gatekeeper.