Dear Savvy Business Owner:

Let’s face it: Most sales professionals hate dealing with gatekeepers. The reason is obvious – receptionists, administrative assistants or switchboard operators have a few distinct powers and play a pivotal role in every organization.  One of their biggest powers is to connect you with the right person who might be interested in buying your products or services. They control your access and keep your information from getting through to the decision-maker. Their job is to protect a busy boss from unwanted intrusions and constant interruptions.

Guess what: Dealing with assistants takes a great deal of practice and confidence. Even your most powerful solutions will stall in the driveway if you do not learn how to get past the receptionist. Some salespeople still resort to old-style tactics or try to manipulate the person sitting at the front desk. This approach may ruin your chances of making an appointment and even damage your reputation for good.

So, how can your sales team bypass the phone operator or turn the formidable guardian into a selling ally? This should become one of the most critical objectives in your sales career. Those entrusted with guarding the decision-makers you wish to reach, can be your adversaries or allies. It all depends on your approach.

We hope, a few valuable suggestions below will keep you in the driver’s seat and help you turn your efforts directly into sales and profits.

Make it sound like a personal call

In most companies, assistants or receptionists do NOT get a lot of recognition. So, don’t regard them as faceless obstacles that have to be overcome at all costs.  Treat them with utmost respect, dignity and compassion. If you show them the appreciation they deserve, the payoff will be huge. Always keep in mind that they are people with their own personality and unique attributes who have a challenging job to do. You may want to get the name of the assistant and even try to enlist her/him aid when connecting with the person you need. In fact, when you ask someone for help, they feel important. For most people it is not easy to decline the request for help. So, use it to your advantage and pave your way to the decision-maker’s office. Avoid using clichés or following old scripts that are no longer effective. This way you may come across as indistinguishable from your competitors.  Show some personality and use humor to set yourself apart from other callers. Sometimes, all it takes to win a phone operator over is to send her a simple thank-you note after your conversation. Remember: turning gatekeepers into allies can greatly increase your conversion rates and propel your sales career to the next level.

Don’t try to sneak past the gatekeeper

Don’t try to manipulate the gatekeeper or use questionable tactics to get around her/him. This strategy may backfire and put you in an awkward situation…or maybe even cut off your chances of getting through to the person in charge. Actively engage with the gatekeeper, so that they have a positive attitude towards you when you call again. You are unlikely to become the best of friends, but it is always a good idea to build a rapport with the person answering the phone.

Speak with authority

One thing is for sure: Every caller sounds pretty much the same. Therefore, you need to come across as a VIP who does not have a lot of time. The assistant is used to taking instructions from others. If you sound important, speak with authority, and project a great deal of self-confidence and assurance, she may be more likely to put you through. Once the gatekeeper senses that you are at the top of your game, she will not risk offending you by probing too deeply. But if you are nervous, stressed or tense, you will convey these emotions through your voice. This will have a huge impact on how the gatekeeper perceives you.  Any trace of uncertainty in your attitude will damage your credibility and diminish your chances of sales success.

Never sell to the gatekeeper

When you are on the phone with a receptionist, there is no need to divulge more than necessary or go into a presentation. Why? Simply because you may involuntarily turn her into a decision-maker and end up losing the game.  She will either tell you that they are not interested, forward you to someone else or promise to pass the message on. What you can do is mention some of the previous contacts you have made. You don’t have to say anything about selling a product/service.

Learn from the gatekeeper

The fact of the matter is, assistants can be crucial to your information gathering mission. Learn more about the receptionist, her department, recent trends, or some of the major issues the company is facing. We suggest you gather vital information with every call you make. Ask simple and non-intrusive questions or get as much information as you can about the decision-maker, her schedule, etc. You may even gain some insights into the psychological make-up of the person you are trying to reach. You can ask the following questions: “When is the best time to call?”, “How do you pronounce her name?” “What is her preferred method of contact?”, etc. These questions may serve as the groundwork for a successful presentation which may eventually result in a sale.

Conclusion

One thing is for sure – the gatekeeper is NOT your enemy. Seeing the assistant as your biggest adversary will invariably create a psychological barrier that will be difficult, if not impossible, to remove.  Some salespeople do not realize that many assistants are smart, talented and well-educated individuals who are very familiar with the tricks utilized by business professionals. It is always better to engage the gatekeepers as peers who are doing a great job. As a result, they may guide you to make the best impact. Working with assistants can help you in so many ways – in ways you would never expect. Always keep it mind when you start dialing the phone.

Need help with Marketing or PR efforts?

Call (516) 889-8636  or visit www.kambarian.com today.