Sales Training Module: Getting Past the Gatekeeper

Introduction

• Focus: Strategies to get past the gatekeeper in sales calls, crucial for B2B and B2C.
• Importance: Gatekeepers control access to the Decision-Making Unit (DMU).
• Challenge: Gatekeepers resist sales calls to protect decision-makers.

Understanding the Gatekeeper

• Characteristics:
  • Treated nicely by colleagues (e.g., greetings).
  • Used to taking orders and responding to management directives.
  • Aware that their role doesn't involve making significant financial decisions.

Role of a Salesperson

• Objective: Move the needle forward.
  • Get past the gatekeeper to the decision maker, or
  • Gather additional information.

Strategy to Get Past the Gatekeeper

• Example: Selling health shakes to gyms.
  • Step 1: Obtain the gatekeeper’s name.
    • "This is Daniel, who am I speaking with?"
  • Step 2: Create a narrative of authority.
    • Position yourself as a boss or executive.
    • "I’m sitting at my desk, just got something about your gym."
  • Step 3: Set the hook with relevant product information.
    • Mention a common industry issue (e.g., product recalls).
    • Ask if it's the gatekeeper's responsibility or someone else's.
  • Step 4: Command the transition to decision-maker.
    • "Can you kindly put me through to [Decision Maker]?"

Handling Resistance

• If unable to connect, ask for contact information.
• Use previous interaction information in follow-ups.
  • "Spoke with [Gatekeeper] yesterday, need to get through to [Decision Maker]."

Conclusion

• Practice the approach to internalize and execute smoothly.
• Aim for either an appointment or a direct connection on follow-up calls.
• This approach capitalizes on understanding the gatekeeper’s role and leveraging structured dialogue.