As a seller you have to deal with it regularly; gatekeepers! These people, often the secretary or receptionist, have the task of limiting the number of telephone calls for the decision makers in the company. Many large companies often use this method. It is therefore very important for you as a seller that you know how to deal with these gatekeepers. They can be your key to the decision maker, but they can also lock the gate early. How do you approach this?
Gatekeepers and make the gatekeeper your ally
Gatekeepers are hopelessly underestimated by many sellers. They form the conduit for the decision makers and are therefore crucial. If you make a bad impression on the gatekeeper, the door will be closed immediately, before you even have a chance to make your point.
But the gatekeeper can also become your ally. They know the company like no other. They know exactly who you need to have the best chance. Especially if you do not know the decision maker yet, the gatekeeper can help you very well! Just like with a sales conversation, the first impression you make is important. In this case, this is often a telephone conversation or email contact. Above all, make sure you make a strong first impression and don't underestimate the gatekeeper. We have listed a number of important points that you should take into account.
Do not ignore or skip
Salespeople tend to want to ignore or skip the secretary or telephone operator. After all, as born salespeople we want to get to the right contact person as quickly as possible. Logical, but not always wise. Ignoring or skipping a gatekeeper can be very damaging to your chances. Many decision makers do not even consider people who do not come through the gatekeeper.
Treat them with respect
Don't make the mistake of underestimating the secretary, telephone operator or assistant. In many cases, these are highly trained people who know the company inside and out. So see them as a valuable influencer and treat them as such. With due respect.
Sales talk doesn't work
The gatekeeper, especially in the case of large companies, is called and emailed several times a day by salespeople. So they are not waiting for you and your sales pitch. They know the tricks by now. Do not focus your conversations with the gatekeeper too much on your sales pitch, but first try to make a friendly, familiar impression. When asked, or when you sit down with the decision maker, that's the time to use all your sales skills!
Be open
Sellers also often tend not to reveal too much information to the gatekeepers. For example, by not indicating exactly why they are calling and why they want to speak to a specific person. That's not going to work! Always be open and honest about why you are calling, do not fool the gatekeeper.
At Kenneth Smit we pay a lot of attention in training to dealing with secretaries, receptionists and assistants. This is a permanent part of our Telephone Skills training. If you want to optimize your telephone skills, then this training is definitely for you.
The customer as the starting point
Successful sales begin with a deep understanding of your customer. Not just what they want to buy, but why they want to buy it. What problem are they solving? What ambition drives them? By asking these questions, you shift from product-oriented to solution-oriented selling. And that is exactly what customers are waiting for: an advisor who thinks along with them, not someone who prints.
Therefore, invest time in your preparation. Research your client's industry, read their annual report, and check their website and social media. The better prepared you are, the more relevant your questions and the stronger your position in the conversation. Clients notice the difference between a salesperson who has done their homework and someone making a cold call with a standard pitch.
Ontdek hoe eleven training Expert in Sales Basics can help you put these insights into practice. For over 35 years, Kenneth Smit has been helping professionals grow.