Strategies for Getting Past The Gatekeeper?

Develop your marketing so your target prospect initiates first direct, personal contact with you. Then, when you call them back, you can honestly tell the gatekeeper that you're responding to Mr. So-And-So's contact.

Yes, I am a big advocate of the direct response model.

Although it's been a while since I've worked for a corporation where someone had to get past the gatekeeper, here's a thought based on what I saw at the last company I worked for.

The salesperson would come in and talk for a few minutes with the receptionist "just to say hello." - basically creating a relationship. Some visits were truly just that: "just saying hello" without any other motive (at least to my eye).

What was interesting to me was that this guy gets a TON of business from the organization, even in an era where they could certainly save money by ordering on line from a larger corporation.

I'm convinced it is because of the relationship this guy has developed with the receptionist (gatekeeper), and then with the decision maker (in this case, a department head).

This example is from a rural area, however - so I'm not sure how the business culture would compare in a higher-pressure or city environment.

Nonetheless, the relationship marketing approach was clearly what worked in this situation. Even I wouldn't be able to say "no" to the guy... He's the only salesperson I can recall during my few years there that everyone enjoyed seeing. Totally upbeat and personable.

(Smile, warm and inviting tone) "Hi, my name is Harley, with Silly Boy marketing, may I please speak with Mr./Mrs/Ms. ________"

"He's not in/He's in a meeting/She is not available, can I take a message"

"May I ask when he/she will be available"

"Umm...he/she's pretty busy this week"

"Next week is fine"

"He'll/she'll be in the office Tuesday morning"

"Great, Nancy/Shaun/Taina, could you let him/her know I will be calling Tuesday at 8:35 in the morning to discuss some money he/she's leaving on the table(assuming your marketing is to help the business increase revenue, substitute your product or service's key benefit"

This was used by sales people at two stations I worked for with an outstanding close rate on these types of calls. The AA at first wants to blow you off as a telemarketer, which is what you are doing, but when you stay the course, and then put the responsibility of getting the call through solely on his or her shoulders, they end up on your side. They want you to get through, and they will take small steps to make sure your call goes through.

I have not yet personally used this technique, but I have seen it work, hundreds of times, with fortune 500 companies.

Check out the book Selling to VITO - there are great tips for getting past the gatekeeper in there.

Also, in Tim Ferriss' book The 4 Hour Work Week, he talks about making is sales calls before 9 am and after 5 pm - because they often ring direct through because the gatekeeper is gone home for the day.

Good Luck!

I don't remember who told me, but if you call a lawyer's office
before 8:30 AM, there is a good chance the lawyer will answer.

Hugh

thank you for all the great input, I've picked up some great ideas from you guys.

Keepm em comin in there are any others.

john