[FINALLY REVEALED] How to Get Past Gatekeepers !!!
Is it easy? NO... Does it work... YES!!
You don't have to enjoy cold calling, you just gotta do it.
The problem is that most people are a bad at cold calling and because of this, busy directors have paid money to employ the dreaded gatekeepers.
Gatekeepers have one job. That job is to not let you past.
Here's how the gatekeeper kicks your ass
Here's what doesn't work:
"Hi, my name's Ian from Ian's Awesome Internet Marketing and Co. We are specialists in making great websites. Could you put me through to the person responsible for your website?"
SLAM!! You're dead. You sound like every other salesman. The gatekeeper is going to kill you with these questions:
"What's this about?"
"What are you selling?"
"We have that in hand, bye... click ... gone"
So how are you going to get past the gatekeeper?
1. Don't sound like a salesperson.
Gatekeepers can smell sales people. They are trained to do that. If you don't look, feel sound and smell like one, you could stand a chance.
Don't use stock phrases. You need to break the pattern of calls they get all day.
How about: "Claire, we probably shouldn't be calling. May I explain the reason for my call and you can decide if I should be talking to Mr Smith?"
It's disarmingly honest. You don't know if you should be speaking to them anyway, so you may as well get it out at the front of the call.
2. Ask for the person by name.
If you don't know who you are hoping to talk to, find out before you make the real call. The reason for this is that you can sound much more confident when you have the persons name. Maybe you could find out on LinkedIn first.
When you call, ask for the person as if you are an old friend. "Good morning. Is Steve in?" Then pause and don't say your name or company.
At this point, I need to tell you that this is all about tonality. My dad works for a MASSIVE company and he has two gatekeepers. If I call and say "is Richard there", even without saying I am his son, I get through because my tonality says "this isn't selling, this is just a call I am making".
3. Respect the gatekeeper
Ok, so far I have made the gatekeeper out to be a bit of an enemy, but your job is to get them onside. Imagine how frustrating their job is. If you can make it easy for them, you're going to have a better time.
You can be as plain as saying: "Claire, if you were me and you wanted to speak to Mr. Smith, how would you go about doing that?".
Sounds too simple doesn't it? But you've broken the pattern of what they normally hear ALL day.
4. Make it worthwhile.
Please stop selling your features and benefits. No one cares if you know HTML 5 or your can build backlinks from .gov sites!!
It's all about positioning. You need to be the highly paid marketing expert who's job it is to find out if a gap exists between where the prospect is right now and where they want to be. Not a salesman.
So, you could say something like:
"Claire, typically we help chief executives who are frustrated that although they've spent money on a website, it doesn't generate any leads, it doesn't lead to any sales and they feel like they've been wasting money. I don't suppose Mr Smith has ever mentioned that this is a problem?"
This is a question that they probably haven't come across before. You are highlighting an issue.
If she doesn't know the answer, she may put you though. Then you are having a REAL conversation with someone that has REAL issues that you could help fix and charge a good amount for.
These are just a few suggestions to get you started. The more you call and come across gatekeepers the more you will adapt your style to get past them.
Tell me how you get on.
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