This post was the last two years, and is still one which is quite relevant.  It is imposible to display your trade if you cannot get past that person that acts as the ‘thin gray line’ between you and your buyer.  These points work to structure the relationship that you need to have with this all-important individual.  I think you will enjoy this one again.

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As a sales professional in B2B sales the first significant milestone in the sales process is getting past the Gatekeeper. This might not be an easy process, but the truth is you have limited sales possibilities until you master getting past, or in some cases around this individual.  Let’s spend some time discussing some tips on how to get you past the gatekeeper.

Working with the Gatekeeper

The Gatekeeper’s role is simply to screen calls and visitors.  As you know the calls are screened to allow his/her boss to be efficient and focused. You and I both know that one of the items that will make increase efficiency and effectiveness is your product or service!

Chances are you may have received some training in how to do this, or have been doing it long enough that you have your own techniques, but this general refresher cannot harm you.

Here are some tips in regard to getting past the gatekeeper, keeping in mind that sometimes getting past the gatekeeper is simply getting around the gatekeeper.

Getting past the Gatekeeper:

• Befriend the Gatekeeper – A vast majority of Gatekeepers are helpful professionals.  They are doing their job.  They should be treated well.  Be personable but not phony.  You may find an ally here.
• Do not send anything in writing – Many Gatekeepers will ask you to send information.  What do you think happens to this information once sent?  Advise that the information you send is based on the needs of the account.  Let the Gatekeeper know that you need to talk with that buyer to discuss what is needed.
• Keep it vague – Remain vague, as you do not want the Gatekeeper making decisions as to the worth of your product or service.
• Don’t settle for another contact – Chances are you will never talk to the decision maker after electing to talk to a surrogate.
• Always use the buyer’s first name – Familiarity is important.  Use the first name if you know that his/her first name is used.
• Call back when the gatekeeper says to call – This is important even if you don’t get through.  Remind the Gatekeeper of this when you call.
• Agree to early appointments – Offer for an early appointment (telephone or in person).
• Drop Names – This can give credibility.  “I work with ABC Company across the street.
• Use Referrals – Referrals build credibility if appropriate.  “John Johnson of ABC Company next door requested I call Mr. Jones, and I am doing it.”
• Practice all Scenarios and be prepared for each call – Be prepared knowing your responses to the common objections.  It is projected that the gatekeeper knows 3-4 objections, and readily uses at least 2 objections.  Anticipate the objections.
• Follow-Up is a must – You must track the conversations with notes and follow-up.  Don’t miss an opportunity.
• Never show frustration – Your 10th call should have the same tone as your first.  Display no rudeness or sarcasm
• Never pose as someone you are not – You are a sales professional, not the IRS, Police, or a relative.

Another Approach – Getting Around the Gatekeeper

Sometimes you cannot convince the Gatekeeper of the importance of your visit.  If that is so, you might need to be resourceful.  I am not a total advocate of all of these, yet you may need to try some different measures.

• Call during the lunch hour – There is a good possibility that the Gatekeeper will be out and you will talk to a ‘stand-in’ who is easier with information.
• Call Early or Late- This may get you through to the buyer without interference from the gatekeeper.  Many buyers are in the office as early at 7:00A.
• ‘Misdirection’ - Call one number different than your buyer (Gatekeepers number 445-5858 so dial 445-5857) When you get the wrong number, say which number you dialed and who you want to speak to. In many cases they will connect you to the buyer, as it will look as if the call is from another department, not the outside.
• Ask the Operator for accounts receivable or the mailroom - They are not trained to screen calls.  Once you get that department, tell the person on the phone that you want to speak to ‘John Buyer’, and they will try to connect you.  Same principle as above.
• Always ask for the extension – When you do get someone to attempt to connect you make sure to ask for the extension “so you do not have to bother anyone again!”  This should be a habit.
• Listen to the Voicemail Message- Note the return date, any alternative contacts, and remember you don’t have to leave a message.

You can make it to the buyer but need to be creative and professional.  There is no way to be successful until you hone these skills.  Keep good notes and always know the name of person that you are talking to.  Remember the Gatekeeper is a person who desires respect for his/her position.

Imagine being in a job where people who are supposed to be professionals treat you rudely and with dispatch when you are doing your job?  That is a reality in the Gatekeeper’s role.  Make a positive impression and be personable. They will remember you.  Your treatment of the person in this role will make the difference.  If it does not work, you still must accomplish your mission, and will have to consider Getting Around the Gatekeeper.

Someone will get through at some point, and your hope is for it to be you. Know the techniques and give it your best shot.  Remember that it is your first milestone in this important customer relationship.

Never give up!  Thanks for reading.  We look forward to your comments.

I had a meeting with a buyer to discuss adding another line of business to his account.  I felt that I could save him money, and I felt I could make some money for my company and me as well.  He was always an easy person to talk to, and I measured my relationship with him at to be at the highest level.  As his need for the product was high, this might just be a matter of timing.  He was accepting proposals from three vendors in total.

I went to him, presented a ‘death grip’ (a proposal that had price and product that could not be denied) and his response was, “I am going to stay where I am on this one.  You price is good, and I like your organization, but maybe next time.

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Almost every business relationship has a limit, and it is usually because of the trust factor.  When the requisite level of trust is absent, the resulting trust deficit might be based on the sales professional, and in many cases, it will be based on the company that sales professional represents. Either way it ‘stops’ the sales process in a way that does not result in any revenue changing hands.

In the case above, the buyer did not have enough confidence in either me, or my organization, to let money change hands.  Obviously this was a learning situation for me.

The Trust Deficit

“Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust.”

Zig Ziglar

No one wants to think that they are not trusted, but usually this is not personal …this is business!  You have not necessarily done any wrong, but you may still have work to do getting rid of the trust deficit

This obstacle is seldom meant to beckon that you aren’t trustworthy, it is meant to show the relationship is not as solid and intimate as you thought.  You can overcome this lack of trust, and should not take it personally.

Are You At a Disadvantage?

Black sales professionals you should assume they are at a disadvantage until it is proven otherwise.   Let me explain that.  Being at a disadvantage means that you have work to do.  Assume you do not have all of the trust necessary to close the deal, but the good part is that you are in the game.

Trust is an essential factor to consummate a business relationship, and the raw truth is that when you are Black or another minority, you need to work continuously to make sure that trust is present as you may be lacking one of the most important aspects of a positive business relationship, something I call preference.  If you will remember from earlier of issues of Black Sales Journal, specificallyBSJ 12/27/2010 Preference, Prejudice, and Perceptions and Your Customer, and BSJ 12/12/2011 Racial Preference in Action to name an important few, preference is important.  It is at the top, and the bottom, of any business relationship.

Preference is ‘socially’ legal.  Preference is still different from “racial preference” as you will see if you read the above articles.  Racial preference is vexing, and is everything wrong with business.  Racial preference is racial prejudice!

I will speak more on this important item in a moment.

Building Trust

How do you get the trust you need.  How do you generate the most complete relationship?  Well, I am going to point you in the direction of a couple of in-depth articles on building the trustful relationship between you and the customer:

Black Sales Journal 7/11/2011- Deepening Your Customer Relationships – The Holy Grail for the Black Sales Professional

Read this to know how to construct and maintain the strongest relationships.  Remember, relationships are everything.

Black Sales Journal 1/20/2011 – Deepening Your Customer Relationships Part 2

Read this one to gain access to a simple customer profile that you can change as you see necessary, and other tools to help you record and recognize the relationship and its strength.

The Role of Racial Preference

Racial preference is essentially racial prejudice, and there is frankly no other way to state it.  Are you at a disadvantage?  The answer is ‘possibly’.

We need to face the fact that there are many buyers who could care less about your color, and believe in fairness.  Many more believe that they do, but are affected by forces that they don’t even recognize.

That is the nature of racial prejudice.  It is easily hidden from view, and with that in mind I suggest you always assume you are at a disadvantage.

Read about it in the articles I cite, you will recognize it, and learn to make the proper assumptions.

Relationship Building 101

Build a relationship for all of the reasons cited in these posts, and put your energy and resources toward making sure that you cement together a solid, enduring relationship founded in trust.  Deliver on your promises and commitments and you will create the underpinnings of a trusting relationship.

Ask the customer how you are doing…get meaningful feedback from this important relationship.  More in Black Sales Journal 3/12/2012, Ask Your Customer for Feedback.  You will be amazed at how the customer begins to start to develop an affinity for you if you will put yourself on the line like this.

Be the best at what you do, and remember you cannot win without your customer’s trust, and relationships are everything.

Your comments are appreciated.