In a B2B cold-calling scenario, your focus should always be on speaking directly with the decision-maker, typically the person responsible for making purchasing decisions.
However, gatekeepers (such as receptionists, assistants, or front-desk staff) play a critical role in determining whether your call reaches the right person. How you handle these interactions can make or break your success.
Instead of rushing to bypass the gatekeeper, you should approach them as an ally who can help you connect with the decision-maker.
By balancing professionalism, rapport-building, and a clear purpose, you can increase your chances of getting through to the right person while leaving a positive impression on everyone involved.
1. Understand the Role of the Gatekeeper
- Why they matter: Gatekeepers are often tasked with screening calls and protecting the decision-maker’s time. They can either block you entirely or help you connect with the right person.
- Their perspective: They don’t want to feel dismissed or disrespected. Treat them as allies, not obstacles.
2. Build Rapport with the Gatekeeper
If you rush past the gatekeeper, they may feel slighted and block your access. Instead:
- Be polite and professional: Greet them warmly and confidently. Use their name if they provide it.
- Show respect for their role: Acknowledge that they’re important in the process. For example:
“I understand you’re the one keeping everything running smoothly there!” - Ask for help: People like to feel helpful. Politely ask for their guidance:
“I’m hoping to connect with the person in charge of purchasing equipment. Could you point me in the right direction?”
3. Keep It Brief
While you should build rapport, don’t spend too much time chatting with the gatekeeper. Your goal is to be friendly but focused:
- Avoid overly casual or irrelevant conversations.
- Use a professional tone and get to the point quickly.
4. Position Yourself as a Trusted Partner
Gatekeepers are more likely to connect you to the decision-maker if they see value in your call. Frame your purpose in a way that sounds beneficial:
- Instead of:
“I want to sell canned hams.”
Say:
“I specialize in helping grocery stores enhance their services by supplying you with an utterly fabulous meat product that is both tasty and can be stored on the shelves for an impressive duration. I’d love to share how we can partner up.”
5. Overcome Objections
If the gatekeeper says the decision-maker is unavailable, ask for an alternative:
- “When would be a good time to call back?”
- “Could I send over some information they can review beforehand?”
6. Be Persistent but Polite
If the gatekeeper doesn’t connect you immediately, don’t get discouraged. Leave a good impression and follow up:
- Make a note of the gatekeeper’s name for future calls.
- Show appreciation for their time.
When You Get the Decision-Maker
Once you’re connected with the spa owner or manager:
- Be concise and engaging: Open with a strong value proposition tailored to their business.
- Ask insightful questions: Understand their needs before pitching.
- Focus on benefits, not features: Explain how your canned hams will solve their problems or enhance their services.
Key Takeaway
While your ultimate goal is to reach the decision-maker, treating the gatekeeper with respect and professionalism can pave the way for success. Use them as a resource rather than a hurdle, and always approach the call with confidence and clarity.