How to Improve Gatekeeper Handling

Getting Past Gatekeepers

If you’re using telemarketing as a marketing channel for your business, you’re likely to have come across an issue that threatens to derail your efforts.

Gatekeepers stand in the way of you and your business target

Whilst not all gatekeepers are the same, many stand guard over their boss and the senior management team with whom you’d like to speak.

Whilst no technique in the world will work every time, and you may not succeed if the gatekeeper is particularly difficult, we have a couple of techniques to help you.

Embedded Commands

Senior PAs and other gatekeepers value their job. Therefore, they won’t just put everyone through to their boss. They certainly won’t just wave you on through if you sound junior and uncertain. So, the first thing you need to do is to be clear and concise and sound senior and authoritative. A high-pitched squeaky voice that trembles won’t cut it. Be very clear about your approach. Plan what you are going to say and say it with conviction. And, try the technique below called an ‘embedded command’. Note. It’s is not meant to be said as a question. It is supposed to sound like an instruction.

  • You: John Smith, please.
  • GK: Who’s calling?
  • You: Yes, it’s Jonathan, thanks/thank you
  • GK: And can I take your surname, Jonathan
  • You: Yes, of course. Would you tell John, it’s Jonathan Silverman on the line, thanks.
  • GK: And which company are you calling from?
  • You: Yes, I’m calling from GSA, thank you.

Some gatekeepers will put you through at this point since you sound important and authoritative if the above is said correctly. The words ‘would you’ convey an instruction and the words ‘thank you’ convey that you’re finished talking with them so now ‘put me through’. 

If the gatekeeper persists, as some will inevitably do, one of two techniques. Either blind them with science or use a strong reference point.

Blind Them With Science

Note. This will very much depend on your business but the aim is to say something that you can justify and explain but they may not understand and that sounds relevant and important. And, have a fallback if the first one doesn’t work. You need to hold your nerve.

  • GK: And what’s it regarding?
  • You: Of course, it’s with regard to lead channel optimisation, thanks.
  • GK: I’m sorry, I don’t understand.
  • You: I’m sorry, it’s to do with John’s revenue maximisation from his customer database. 

Reference Point

  • GK: And what’s it regarding?
  • You: Of course, it’s with regard to work we’ve done with (name competitor or client in their industry) on channel optimisation, thanks.
  • GK: I’m sorry, I don’t understand.
  • You: I’m sorry, it’s to do with John’s revenue maximisation from his customer database. Thank you. 

The above can be varied to suit. Tough gatekeepers don’t let go. However, our aim here is to improve our ratios. As we said earlier, it won’t work all the time. However, if you improve your decision maker conversations by even 5% per month, what would that do for your business development?

If you want to talk about our telemarketing services today, get in touch with GSA and learn how we can help you!

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