Getting Past the Gatekeeper
Back in the day, if I drove by an office building, I would just stop in, introduce myself to the owner or manager, and hand them a business card. I would ask them about their current cleaning situation and if they would be interested in hearing about my cleaning company and what I had to offer. Not so much in today's business environment.
One of the biggest challenges facing us today when calling on prospective cleaning customers is getting past the gatekeeper. Who is the gatekeeper? He or she is most likely the receptionist or the assistant to the decision maker. They are the decision makers' time keeper and have the responsibility to screen through all the “hog wash” emails, phone calls, and marketers that are attempting to make a sale.
Unfortunately, because of the overwhelming amount of trash, spam, and telemarketers that flood an already busy business today, many a great opportunity may be passed upon. As a legitimate company with plenty to offer, it is now a challenge just to get a dialogue with the decision maker.
Getting to know the gatekeeper
First and foremost, don't go out looking to make a contact without being prepared and pre-planning ahead of time. Do some research about the company and the person you want to talk with. This will give you information to go in with and will help you build rapport with the gatekeeper. The more you know about the business and the person you are trying to contact, the more successful you will be.
When meeting in person with a gatekeeper, be friendly, learn their name if they provide it (check name tag or desk nameplate) and use it when engaging them. Say something like, "Hi Sally, I wonder if you could help me?" You want to get her on your side, willing to give you the information you need. Ask if she can help you get the name of the person you need to talk to or when would be the best time to contact that person.
It's likely that Sally will say, "What are you calling about"? Try responding with one of the following statements:
- I'm calling about the possible frustrations Mr. Jones may be experiencing with the office cleaning.
- I'm considering doing business with your company, but I need to ask Mr. Jones a few questions first. Is he available?
- I promised I would follow up on information I sent Mr. Jones. Is he available?
Note: use this response after sending a brochure, flyer, or sales letter. Be sure to mention in your sales letter that you will be following up with a phone call.
Be assertive and sound confident -- like you have the right to be calling the decision maker. If you come off sounding tentative or begging, you don't stand a chance.
If Sally is a really tough gatekeeper, then you might need to find a way to get around her. Here's a tip for doing that. Try calling the company shortly before hours or shortly after hours, when Sally is not there to answer the phone.
If you call about 10 minutes before they open or 10 minutes after they close, it's likely you'll be connected to the company's phone directory, where you can get the decision maker's extension. Chances are, the decision maker will come in early or stay late, and if you know his name you should be able to connect to him through the phone directory.
Getting to know and past the gatekeeper is a small step in the entire sales process. In today's business world, there are more obstacles than ever to overcome in order to make a sale. Getting your foot in the door is a great start. The entire process, from getting the introduction to the signed contract can be a long and tedious journey. A “no thanks” today may be a “yes, we would like your company to start cleaning our building” next month.
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Getting past the gatekeeper can be a challenge. Heck, marketing overall is a challenge! You want marketing strategies that are proven to work, time and time again. And that's what you'll get with the Duct Tape Marketing System. Once you get your marketing systems in place you'll be able to focus more time on running a profitable business that stands out from the rest. |
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