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| A Note from the Editor |
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| Friendly Grrrs from SalesDog |
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Getting in front of the true decision-maker
is the toughest challenge most sales professionals face.
Often the most difficult obstacle in reaching the person
with the checkbook is the dreaded gatekeeper. This week
Kendra Lee shows you how to have gatekeepers eating out
of your hand and putting you right through to their bosses.
An interesting read!
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| To your success, |
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Tina LoSasso
Managing Editor, SalesDog.com |
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Getting Past the Gatekeeper
By Kendra Lee
Kendra Lee shows you how to use research and a follow-up plan
to move past the gatekeeper and gain access to executive decision-makers.
Many sales professionals fail miserably when trying to gain access
to company executives. Unfortunately, rather than taking time to develop
a strategy, they pick up the phone, smile and dial, hoping their canned
pitch will be enough to get an appointment. This strategy doesn't
get many reps past today's sophisticated gatekeepers, many of whom
aren't willing to give a salesperson a second chance. So, it's imperative
that you do your homework and are prepared to take full advantage
of what could be a golden opportunity to gain access to a key contact.
Include the company and the executive in
your research
Before you even think about contacting a new prospect, do your research.
You know your goal is to create an opening statement that will grab
an executive's attention. However, don't overlook doing the same for
the gatekeeper who is more likely to answer.
One of the key things to look for in your research is something that
will cause the gatekeeper to think, “Mr. Executive needs to speak
with this person.” To do this, learn more about the company as
a whole and the executive's area of responsibility. Use this information
to create a powerful opening statement that will differentiate your
message to both the executive and the gatekeeper.
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For your company research:
Read the latest press releases to see what the company is
focusing on. Can your company help in these areas? How have
you helped other clients focused in these same areas?
Look at the job openings as clues into where the company
is investing. Perhaps they have job openings for areas where
you have offerings.
Review the company's mission statement to identify a cultural
fit with your company. Why try to prospect to a company whose
values and culture won't be a fit with your own?
For your executive research:
Identify issues the executive may be facing that you have
solved for other clients. How can you state those issues in
compelling business terms?
Determine priorities the executive may have in common with
other clients you work with.
Uncover business opinions the executive has expressed that
are in line with your company
Find people you might both know; someone you can reference
or who might offer you a referral to the executive
Identify companies the executive has worked for that you
have in-depth knowledge of
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How do you find information about the executive after researching
the company's website? Google search the executive's name or search
a business information site like Hoovers.com.
Respect company gatekeepers
Once your research is complete, and you begin to establish contact
with a company, you will likely encounter one of two types of gatekeepers:
a live person, or voicemail intended to screen calls. The first type
of gatekeeper will likely be an executive assistant or receptionist,
who have been charged with the responsibility of keeping people from
wasting the executive's time. When confronting live gatekeepers, make
it apparent that you've done your research with a well devised and
differentiating opening statement. This will show them that you respect
their position, and can help them bring something of value to their
boss.
Once this is accomplished, ask for their help in identifying the right
person to speak with. If the executive is the right person, ask for
their help in setting an appointment. The assistant will grant you
an appointment if he or she feels it will be of value to the executive
based on the priorities the executive is focused on. Or, the assistant
may refer you to another contact in the organization with those priorities.
Either way, you're in the door!
After hearing your opening statement, the receptionist may also be
able to refer you to the appropriate contacts, provide the executive's
email address, or give you insights into the best times to reach the
executive. You may choose to seek out the receptionist to gather this
information while also gaining access to other contacts.
Remember to follow up to thank gatekeepers for their assistance. Provide
the executive assistant with updates on your progress and ask to leave
a voicemail for the executive doing the same. Treat both types of
gatekeepers with respect and professionalism and the assistant and
receptionist will facilitate, rather than block, your entrance to
the executive.
Be persistent with voicemail gatekeepers
The second type of gatekeeper you may encounter is voicemail. Unless
you have brand recognition backing you, it can take as many as nine
attempts to get through the voicemail gatekeeper and reach your target
executive. Over these nine calls you have the opportunity to demonstrate
to the executive your professionalism, confidence and knowledge. Don't
give up. For those executives you simply must reach, try these techniques.
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- Leave a voicemail every other day. Limit your voicemail
message to 4-5 sentences and use your opening statement.
- Attempt to call multiple times a day throughout the day
if there is no assistant to guide you. Call early and late
when the executive may be available at his or her desk.
- If you reach an assistant, ask the best times to call.
Better yet, ask for 15 minutes on the executive's calendar.
- Follow your voicemail message with an email recapping
your opening statement and demonstrating your attention
to detail. Include your contact information and website,
while suggesting some times to talk.
- Book the times you suggested in your email on your calendar
and unless you hear from the executive, consider it an appointment.
Follow-up at the exact time you mentioned to demonstrate
reliability. Use your message again and let the executive
hear your interest in speaking with him. Suggest another
time to talk, and continue following up.
- Use Microsoft Outlook's calendar to schedule a tentative
appointment on the executive's calendar. Many larger companies
use Microsoft Outlook to maintain their calendars, and if
you use it as well, turn it into an opportunity to schedule
an appointment. If the executive felt value through your
voicemail and email messages, he may accept your calendar
invitation and meet with you.
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For any sales rep, being able to successfully gain support from the
gatekeeper to access an executive is a mandatory step in the sales
process. It will take some research, patience and persistence, but
the time you take to learn what will help you get the gatekeeper's
respect and the executive's attention will put you light years ahead
of making a blind cold call and losing any chance of setting-up a
meeting. Once you get the gatekeeper's support, an introductory meeting
won't be far behind.
Kendra Lee is president of KLA Group, a consulting services and
training company that focuses on helping organizations increase their
sales results through strategy, process and people development. For
more information, contact the company at +1 303.741.6636 or info@klagroup.com
or visit www.klagroup.com.
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| Praise for Top Dog Sales
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entertaining, and very broad in topic selection."
– Lori Richardson, Score More Sales
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