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 Wouldn't it be great if when we called a business person,
we would actually get him/her on the other end of the line? The reality is that nine times out of ten, we end up talking to
the person's voice mail or the administrative assistant. Decision-makers are busy and want their phone systems and administrative
people to run interference for them. Getting past these "gatekeepers" can be tough. Whether talking to voice
mail or to the assistant, your challenge is to make yourself important enough to gain access or receive consideration. The
following tips should help you to open the gates: 1. First and foremost, make the gatekeepers your ally. Show them respect. Be overtly friendly and sincere.
Use humor and warmth as a way to distinguish your self from the many other callers hoping to gain entrée
to the decision-maker. 2. Consider the gatekeepers as essential to your knowledge base, not as your enemy. They can help you
learn more about key executives, divisions or the company's initiatives. Do everything you can to engage them in conversation
so that you can ultimately ask them some questions. 3. Never try to pretend you are an old friend or family member of
the decision-maker. Deceptive practices rarely work. 4. If the administrative assistant says the executive is tied up
and offers you voice mail, always ask when you might get ten minutes of the executive's time. Typically, this statement will
prompt a conversation about why you are calling. If you have done your home work on the company and have identified some of
their problems, you should be able to gain consideration with a strong value proposition. You should also be able to ask the
person additional questions about your perceptions. The more you know, the more you can fine-tune your sales approach, but
be cautious of making people feel like you are interrogating them. 5. If the administrative assistant still refers you to voice mail,
be polite and thank the person. 6. If this is a repeat call to the executive and the assistant again suggests voice mail, tell the person
that you are interested in sending some information to solve the executive's problems, but you want to make it relevant.
Then, ask a few more questions about the organization. You might also ask if it is possible to have the executive's e-mail
address. If the assistant says to send information to his/ her attention, pay close attention to how the company's e-mail
system is structured. You may be able to decipher the executive's address from the information the assistant has given
you. 7. If you are returning a call, be sure to state it. The gatekeeper will give your message priority. 8. If the gatekeeper does give you valuable information, consider sending the person a small token of your gratitude. If you do so, the next time you call, you may get even more consideration. 9. If
you get the executive's e-mail address and send the person information, ask for verification that it has been received. Place
a call to the person as soon as you see the message has been received. 10. Decision-makers are often at their desks by 7:30 a.m. and rarely
leave before 6:30 p.m. so that is a good time for the executive to answer his/her own phone. The lunch hour is another possibility. 11.
Continually, fine-tune your elevator pitch and practice it out loud so that when you do leave a voice mail, it is listener-focused.
Also, make sure your message is very concise, under 25 seconds. People rarely listen all the way to the end of a long message.
Remember to say your name, hotel name and phone number both at the beginning and end of the message. Pause
for a second or two between each statement so that your enunciation is clear. Make it easy for the person to call you back.
Be sure you come across as a strong communicator with a positive, upbeat voice. 12.
Listen very carefully to the voice on the other end of the line before you leave your voice message. Try to get a sense of
the person's communication style and emulate it. 13. Strive to make a positive impression with whomever you are talking
to, even if it is a machine. Gatekeepers can either be your friend or your enemy. If they see you
as just another annoying sales person, you will stand little chance of getting the decision maker to take your call. If they
like you and see you as a nice person, they will give you consideration. Everything depends on your approach.
Everyone will admit that it is difficult to get past the "gatekeeper."
With that in mind, let's get "to" the gatekeeper. Try taking one of the following the next time you make that call. 1) Homemade Jams or preserves...with a note "When you are in a jam, call on us." 2)
Sticky Buns..."Try us once and you'll stick with us!" 3) Small loaf of
gourmet bread with a note that says, "Here at the ________, we will 'rise' to any occasion. Call when you 'knead'
us." 4) Take a filled out message pad to the Gatekeeper. Complete with your name, phone #, and special message on every page. "It works like a charm!" |
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