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Education

3. The "okay, I know your role" approach:
"Mary, I sure appreciate that you have a job
to do, and you do it well. I bet hundreds of
Many people who screen people a day want to see Phil. And I am one of
those. But you know, I don't want to waste my
calls are doing so at the time or his. So, before I even ask to see him

behest of their employers. (even though I am pretty sure he wants to see
me), let's you and I talk."
If we employ a modicum Bluestar also reported good results when he addressed

of empathy toward them, it gatekeepers by name. He wrote, "I always used the
first name only technique (for both of us) especially
can differentiate us. when calling on small business owners. It makes the
gatekeeper (whatever employee answers the phone)
feel that it is a friend or close associate calling, and it
definitely works."
professional network you'll have more direct access Remember that gatekeepers
to the people who have the authority to buy your are people too
products and services.
"Strategic alliances, investments in referral partners One of the many rewards of selling merchant services
and other strategies don't require outbound calls with is the ability to meet and interact with numerous
gatekeepers and still have soaring closing rates," he people. Of the many people with whom we engage
wrote. "Invest time in building distribution channels not everyone has the ability to sign a contract, but each
and you will never need to go through [gatekeepers] person is an integral part of every client's business
again." and deserves our attention and respect.

Be personable NCHome recognized that gatekeepers have a job to
do, adding that if they let too many of the wrong calls
Many people who screen calls are doing so at the go through, it could cost them their jobs.
behest of their employers. If we employ a modicum
of empathy toward them, it can differentiate us from "My approach is to sell the gatekeeper," he wrote.
other less sympathetic sales people who employ a "Treat them like they are human, like they count for
variety of ruses to get to the boss. something. I use the line, 'If you were me, how would
you get this info to Mr. ________. Is he the right one
"A gatekeeper can be your best advocate or your or is there another person you would approach first?
worst enemy," Clearent noted. He recommended a Many times I send the material to the gatekeeper to
courteous, personalized approach. put in the right person's hands. I then can follow up
with the gatekeeper."
Quoted from the forum are three recommendations
he offered for doing just that, beginning with using He added that he sends the gatekeeper a gift card
gatekeepers' first names: after he closes the sale, acknowledging their part in
making it happen.
1. Use first names: "Hi Mary, good to talk to Overcoming stereotypes
you. This is Bob. Is Phil around?" Often they
are [disarmed by] your familiarity – seems Gatekeepers are an inescapable reality of professional
you know them. If they aren't the stone faced selling, but if we look past the stereotype and remind
gatekeeper, this can get you to them – once. ourselves that they, too, are just trying to do their jobs,
After that, it becomes very difficult. Oh, and we may find more opportunities for engagement than
never leave a message with a company name. barriers to entry.
2. Get to know the gatekeeper. Simply put,
spend more time with them than asking Dale S. Laszig is a writer and payments industry executive special-
to see the owner, etc. Talk about how it izing in business development and sales performance improve-
has to be frustrating with all these people ment. She manages channel sales at Castles Technology and sales
trying to see Phil. I bet she hates having effectiveness programs through IMPAX Corp. and C3ET Credit
to be the mom and say no all the time. Card Consortia for Education & Training Inc. She can be reached
at 973-930-0331 or dale_laszig@castechusa.com.
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