A Question about Gate Keepers

A rep recently sent in a great question that I thought would make for an interesting discussion. Please add your thoughts and comments!

Hi Frank

I'm having a tough time making any headway with cold calling to set up possible appointments with prospects. I've listend to your CD and internalized your Pre-Call mental checklist. I also feel like i've got a pretty good script. My problem is reaching decision-makers at work...classic challenges of voicemail, gatekeeper, etc. When I ask the gatekeeper for best way to approach contact, they generally say email...which is another way of dismissing me and typically not getting through. Any suggestions on the best way to cut to the chase? Thanks!


MY REPLY

Dear X,

Gate-keepers (GKs) are a constant challenge in the world of cold-calling and there are many ways to deal with this issue. The key, in my opinion, is to change the rules of the game.

In the old profession, a gate-keeper was a person to be hated, feared, avoided, and side-stepped. Because of that attitude, some folks would tell you to break through by calling super early or late in the day either before or after the staff people are in. Others said you need to blow past the GK with an extremely authoritative approach or a trick like "I'm calling from my plane...please put him on NOW!"

These old-school techniques might work sometimes...but they made me feel sleazy when I did them and they created a negative relationship environment which no one needs today.

In the modern profession, I prefer a creative approach that allows me to actually build a relationship with the gate-keeper. This is much more fun and relaxing and it differentiates me from the army of strangers contacting his/her boss.

For example, if the prospect warrants it I might start by sending the GK a personal note with a small gift of chocolates, a candy jar, or a Starbucks gift certificate. The note might say something like:

"You must get a hundred calls a week from financial salespeople who want to talk with Mr. Big. It's hard to tell the winners from the losers and the valuable information from the tired sales pitch. We do things a little differently here at the Maselli Group and I hope to convince you of the value of our extraordinary work."

Next week I might send a research report with an empty (but branded) three-ring binder and a note addressed to the GK saying, "I'd really like to share some of our best thinking with Mr. Big. Here's a simple way to keep track of our information that you both might find helpful."

Everything I do is designed to elevate me above the crowd. I might even try to set an appointment with the gate-keeper herself. Stop treating here like a mere obstruction but instead like a valuable partners to the boss. If you ignore, demean, trick or try to intimidate them...not only do you strengthen their defenses and resolve to never put you through, you also demonstrate that you are a heavy-handed sales person who is does not deserve consideration.

Humor is a great tool for breaking down the gate. Send them a video clip of the “Bridge of Death” scene from Monty Python & The Holy Grail. That should get anyone laughing.

I did a brief web search and found an interesting set of ideas from a guy named Craig Harrison. I agree with almost everything he suggests…which means he must be very sharp! Take a look for more gate keeper strategies! http://www.expressionsofexcellence.com/ARTICLES/gatekeepers.htm


You also said that some folks tell you e-mail is the best way to approach the contact. Why is that bad? I will take e-mail all day long! But now you have to send something valuable and interesting that gets my attention. This requires serious thought and creative effort…something the typical financial advisor doesn’t want to do. DON’T BE TYPICAL! Learn how to conduct a professional e-mail campaign. There are many tools for developing a program that will distinguish you and your firm may have certain restrictions on e-mail so I can’t give blanket advice here, but e-mail is a valid marketing tool even in today’s crowded in-box world.