Gatekeeper

Gatekeeper: What Is It and Why Does It Matter?

In sales, a gatekeeper is the person who stands between you and the decision-maker. Think of them as the receptionist, assistant, or lower-level manager tasked with screening calls, emails, and meetings to protect their boss’s time. While it might feel like they’re blocking your way, gatekeepers are simply doing their job—and how you handle them can make or break your outreach efforts.

Approaching a gatekeeper with respect, tact, and value-driven communication can turn them into an ally. A well-handled gatekeeper isn’t a roadblock; they’re your shortcut to the person you need to reach.

Why Are Gatekeepers Important in Sales?

Gatekeepers influence whether your message reaches the decision-maker. Navigating this step successfully helps you stand out as professional and credible, which increases your chances of being passed along and securing a meaningful conversation.

Key Concepts and Components of Gatekeeping

1. Definition of Gatekeeping: Think of gatekeeping as the business world’s bouncer, deciding who gets access to certain information or resources within an organization. It’s not just about keeping secrets; it’s about ensuring the right people have the right info at the right time to make the best decisions. Understanding gatekeeping can help you manage information flow more effectively, keeping your operational secrets safe while also ensuring transparency where it benefits the business.

2. Gatekeeper Roles: Gatekeepers can be anyone from a receptionist to a senior executive. Their role? To filter information and requests according to a set of criteria, which could be anything from security level to relevance or urgency. Recognizing who the gatekeepers are in your organization helps you understand the paths of communication and decision-making, streamlining processes and enhancing efficiency.

3. Tools and Technologies: Modern gatekeepers are armed with more than just a discerning eye—they have tech tools like access control systems, data encryption software, and advanced CRM systems to help them. Knowing these tools can make you a tech-savvy gatekeeper, adept at managing the flow of information securely and efficiently.

4. Challenges of Gatekeeping: It’s not all smooth sailing; gatekeeping can create bottlenecks, slow down information flow, and even lead to miscommunication if not managed correctly. Recognizing these potential pitfalls allows you to fine-tune the gatekeeping process, ensuring it aids rather than impedes your business operations.

5. Ethical Considerations: With great power comes great responsibility. Gatekeepers must balance the company’s needs with ethical considerations, such as fairness, privacy, and transparency. Navigating these waters carefully ensures that gatekeeping practices enhance company culture and trust, rather than undermining it.

6. Strategies for Effective Gatekeeping: Effective gatekeeping doesn’t mean creating an iron curtain. Instead, it’s about intelligently managing access to information. Strategies like clearly defined roles, regular training, and the use of technology can help gatekeepers maintain a seamless yet secure information flow. This proactive approach not only prevents information overload but also builds a more responsive and agile organization.

Practical Applications and Real-World Examples of Gatekeeper Management in Sales

Building Rapport with Gatekeepers to Gain Access

Imagine you’re calling a prospect, but their assistant picks up instead. Treating them as an obstacle won’t help. Building rapport, however, can turn them into an ally.

• Show respect and professionalism: Address them by name and acknowledge their role. Example: “Hi [Name], I understand you’re the go-to person for [Prospect’s] schedule. I appreciate your help.”
• Explain your purpose clearly: Share a compelling reason for the call that aligns with their organization’s priorities, making it easier for them to connect you with the decision-maker.
• Offer value: Share insights or materials they can pass along to the prospect, like a relevant case study or industry trend that highlights your expertise.

Overcoming Objections with Empathy and Strategy

Gatekeepers may say, “They’re busy,” or “Send an email instead.” Anticipating these objections and addressing them tactfully can keep the door open.

• Acknowledge their concerns: Respond with empathy: “I completely understand they’re busy. That’s why I’m calling—I want to share something that could make their day a bit easier.”
• Ask for advice: Turn the gatekeeper into a collaborator: “Could you suggest the best time to connect with [Prospect] or the right person to speak with?”
• Be persistent yet polite: If blocked, thank them and follow up with a tailored email or try connecting through another channel, like LinkedIn.

Turning Gatekeepers into Advocates

Gatekeepers hold valuable insights about the prospect’s schedule and preferences. Building trust with them can make them a powerful ally in your outreach.

• Ask insightful questions: Learn about the prospect’s current priorities or preferred communication style. Example: “What’s the best way to share information that [Prospect] finds useful?”
• Follow up with gratitude: After they assist you, send a quick thank-you email or mention their help during your next interaction to strengthen the relationship.
• Deliver on promises: If you commit to sending materials or calling back at a specific time, follow through. Reliability fosters trust and increases your chances of getting connected.

Common Mistakes and Misunderstandings with Gatekeepers

Treating Gatekeepers as Obstacles

Often, sales professionals see gatekeepers—like receptionists or executive assistants—as hurdles to jump over rather than allies. Imagine thinking of a gatekeeper as a bouncer at a club who decides if you’re cool enough to talk to the VIP. By only focusing on getting past them, you might miss the chance to make them your advocate.

Tip: Treat gatekeepers with respect and show genuine interest in their role. Building rapport can turn gatekeepers into invaluable allies who can facilitate rather than hinder your access.

Overlooking Gatekeepers’ Influence

It’s a common blunder to underestimate the power of the gatekeeper. They’re often seen merely as message passers, but here’s the catch: they hold significant sway over whose calls and messages get priority. Ignoring their influence is like ignoring the weather forecast on a cloudy day—you might end up getting caught in the rain!

Tip: Recognize the gatekeeper’s influence by asking for their advice on the best ways and times to reach decision-makers. This shows respect for their expertise and positions you more favorably.

Being Too Pushy or Aggressive

Ever watched someone try to push a door marked ‘pull’? That’s how it feels when a salesperson is too forceful with a gatekeeper. High-pressure tactics can backfire, leading to permanently closed doors rather than opportunities.

Tip: Stay patient and polite. If a gatekeeper says it’s not a good time, ask when might be better or if there’s a preferred method of communication. This approach not only shows respect but also increases your chances of success.

Failing to Prepare

Winging it might work at karaoke, but it’s not a great strategy when dealing with gatekeepers. Lack of preparation can leave you stumbling through your introduction, making it easy for a gatekeeper to send you packing.

Tip: Do your homework before the call or visit. Know whom you’re trying to reach, why they are the right person, and have a clear, concise reason for your contact. This preparation impresses gatekeepers and makes it harder for them to turn you away.

Not Offering Value

Many make the mistake of diving into what they want from the decision-maker without considering what’s in it for the gatekeeper. Just like you, gatekeepers appreciate knowing there’s something of value in an exchange.

Tip: When you engage with gatekeepers, briefly explain how what you’re offering can make the decision-maker’s life easier, which in turn reflects well on the gatekeeper. This not only shows thoughtfulness but also aligns your goals with theirs, fostering cooperation.

Expert Recommendations and Best Practices for Managing Gatekeepers in Sales

Prioritize Building Trust Over Immediate Access

Gatekeepers are tasked with protecting the decision-maker’s time, so rushing to bypass them can backfire. Focus on earning their trust by being transparent about your intentions and demonstrating respect for their role. A genuine, courteous approach signals professionalism and increases their willingness to assist.

Frame Your Ask Around Solving a Problem

Instead of simply requesting access to the decision-maker, position your outreach as addressing a pressing issue. For example, you might say, “I’d like to share a solution to [specific challenge] that could save [Prospect] time or budget.” This approach makes it easier for the gatekeeper to see the value in connecting you.

Adapt to the Gatekeeper’s Style

Gatekeepers have their own communication preferences. Some may appreciate a concise summary, while others might respond better to detailed explanations. Pay attention to their tone and responses to gauge whether brevity or elaboration is more effective. Tailoring your communication style shows respect and adaptability.

Turn Gatekeeper Interactions Into Intelligence-Gathering Opportunities

Gatekeepers often have valuable insights into the decision-maker’s schedule, preferences, and priorities. Ask subtle, non-intrusive questions like, “What’s the best way to provide information that [Prospect] finds helpful?” or “Are there specific times they prefer for calls?” This information can improve the timing and focus of your follow-up efforts.

Offer to Make Their Job Easier

Show that you’re aligned with the gatekeeper’s goal of managing their boss’s time effectively. Offer to send a brief summary or leave concise materials that they can review or forward. For instance, “I’d be happy to email a quick overview they can look at when convenient.” This collaborative tone positions you as a team player, not a time-waster.

Use Creative Routes to Reach the Decision-Maker

If direct access remains elusive, explore alternative paths. For example, engaging with the decision-maker’s LinkedIn posts or attending events where they might be present can create opportunities for organic connection. These strategies can supplement your work with the gatekeeper and build visibility without bypassing protocol.

Conclusion

As you’ve learned, gatekeepers are not just obstacles but pivotal figures in the world of sales and business relations. Understanding the role of gatekeepers and mastering the skills to communicate effectively with them can open doors to new opportunities and crucial business connections. So, whether it’s getting past the first point of contact or establishing a rapport that lasts, treating gatekeepers as allies can transform your approach to networking and sales.