When I left the Navy and went to work for a company that was highly technical and the parent company was more plain industrial, I asked the owner how he decided to start the second company. He said “Chuck, if enough of your customers ask you if you do something, you get in that business.”
What products/services do your clients want that you are not giving them?
All kinds of sales books take on “the Gatekeeper.” This little video is good for about the first 59 seconds. After that it falls apart and that is the foundation of this post.
You’ll notice I said stop at 59 seconds, that is just after strategy number one which is be honest.
Here is the thing. My wife is an executive assistant. Yep, I married a Gatekeeper. Here is what I know about the advice in most of these get past the gatekeeper things. They are crap, if you’re talking to the gatekeeper, you’re already through the gate.
Your prospect has a “gatekeeper” and oh by the way, they usually have a title with assistant in it. Think about that, they are there to assist the person you are trying to reach. That means that they are completely trusted, and in most cases, have far more power that the salesperson approaching them realizes. So let’s take a look at a couple of the “strategies” in the video and some that come up out of it.
1. Be Honest. The only way this will work. Be up front, this is who I am and what I am looking to do, could you put me through or point me in the right direction?
2. Use Humor. Your on the slippery slope. “I’m a salesperson and I’m gonna hound your boss to death until I speak to them.” Are you a sales professional or a stalker ?!?!?! Get real. That would be the dial tone you are hearing.
3. Ask a Technical Question. One sure way to identify yourself as someone who does not need to be talking to someone with a “gatekeeper.”
4. Say “He’s expecting my call.” OK, first you just violated the golden rule number one, BE HONEST. Second, if he was expecting your call, the gatekeeper knows. Nice try, thanks for playing. This also goes for, I talked to him at the club or he asked me to call him. The “Gatekeeper” is his assistant, he/she probably pays the decision makers personal bills, handles the business and social calendar, etc. You think they don’t tell them that oh by the way, I ran into Steve at the club and he will probably be calling.
A follow up to this. If you sent an introduction letter, who do you think opened it? The assistant, that’s who!
5. Use e-mail return receipt. Remember how I just said the assistant opened the snail mail. Wanna place a wager on who opens the e-mail? Correct. Not a letter, appointment, e-mail, voice mail or phone call probably gets through without going through the assistant. Stop trying to be gimmicky and JUST BE HONEST.
Here are a couple of “strategies” not in the video.
1. Call the assistant something like dear or sweetie. My wife really loves it, see how that works for ya!
2. When being overly familiar doesn’t work, resort to explicatives. Way to show what a great potential business partner you are.
Look, I have worked in sales positions and I know you want to try to talk to decision makers. Here is a real strategy, talk to a decision maker, the assistant. If you have something of value, you will get directed somewhere. If your product or service is not of interest to them, you can move on and hopefully catch someone who does need what you have to offer and hopefully close some business.
I received these from a friend of mine years ago. I keep a copy at my desk.
These are meant for the folks who need to create change. You may not have the authority you need, but you have the influence. You may not be steering the ship, but you know who is gonna catch hell if it starts to sink.
1. If your project has zero chance of failure, it’s not worth doing.
2. Circumvent orders aimed at stopping your project.
3. Do any job needed to make your project work.
4. Find good people to help you.
5. Do it the way it will work or do not do it at all.
6. Work underground as long as possible.
7. Never bet on a race unless you are in it.
8. It is easier to ask for forgiveness than permission.
9. Be true to your own goals.
10. Honor your sponsors.
I want to know what you think. Leave a comment and let’s have a discussion.
I have a neighbor who is always looking to make things better. An old friend of mine and I touched base this week and there are some great collaborative efforts that will come out of that.
