Matt shared his advice in a webinar on the very same topic, when he revealed how tactics like strategic prep, LinkedIn hacks, respectful persistence, and multi-threading, will help you to level-up your sales game.
Why are Gatekeepers Important?
Some gatekeepers are there to protect their bosses’ time. For example, part of an executive assistant’s role could be to remove as many distractions as possible, which unfortunately includes most cold calls.
But in B2B sales, you might encounter other people who want to keep you away from a decision maker despite it not being part of their job.
“When we refer to a gatekeeper, we’re actually talking about two personas,” Matt explained.
So, while both types serve as guardians, it’s important you understand which type you’re facing so you can choose the right tactic to get past them.
Two Types of Gatekeepers
The traditional gatekeeper is often an administrative assistant or receptionist who manages a senior executive’s calls and calendar. Their job is to filter distractions for busy executives by fielding calls and limiting who gets through.
The second type is a relationship gatekeeper. This internal contact, for example a lower-level manager or champion, typically controls access to higher-ups during a deal. You’ll come across this kind of gatekeeper if you’re speaking to someone who isn’t the decision maker, but they’re not helping you build that connection.
Tip 1: Research Before the Call
Before you even pick up the phone, preparation can give you a superhero edge on your cold call.
You’re most likely already used to researching the business and prospect, but don’t forget to research the gatekeeper, too.
On LinkedIn Sales Navigator (or similar tools), you can often identify who the executive’s assistant is and gather little details about them. Matt suggests finding details like how long worked been there, where they went to college, if they posted recently, or even personal interests like their kids’ sports, just so you have something to talk about and be relatable.
This prep work arms you with conversation starters or common ground that can humanize your approach. For example, a quick comment about a shared alma mater or a congratulation on a recent company milestone can turn a cold interaction warm.
The key is to be genuine. Matt advised: “Be relatable, be polite. Don’t lie.”.
By doing your homework, you’re no longer a random cold-caller; you’re a friendly, informed voice who’s done the due diligence, which can earn a gatekeeper’s respect and help you stand out from the dozens of other calls in their day.
Nail Your First Impression: Tone and Script Matter
When you do get a gatekeeper on the line, first impressions are everything. They will almost invariably ask three things:
- What’s your name?
- What company are you with?
- Do you have an appointment?
You should be prepared to answer this confidently and concisely. In practice, that means speaking calmly, using a friendly tone, and not sounding flustered.
Bonus tip: use the contact’s first name when asking for the executive. If you use an overly formal address, it can be a giveaway that you don’t actually know the person.
“No one calls me Matthew,” Matt explained. “Use the contact’s first name and don’t bring a level of stress or anxiety to the call, but just sound calm, confident, [and] make your ask.”
Gatekeepers deal with pushy salespeople all day, so a polite, poised demeanor can differentiate you.
And if you can also have a few scripts or pre-written answers handy, it can help you respond to common gatekeeper questions or objections. For instance, if the gatekeeper asks the purpose of your call, be ready with a succinct value statement or a strategically vague answer that piques interest.
Bypass Tactics: Alternate Routes to Your Decision-Maker
Despite your best phone etiquette, many gatekeepers still won’t put you through. So, this is where you need some creative tricks to bypass the gatekeeper entirely.
Fortunately, today’s sales landscape offers plenty of alternative routes:
- Call Direct: Use sales intelligence tools (e.g. ZoomInfo, Seamless.ai) to find the prospect’s direct dial or mobile number. Instead of going through the main line, dial them directly. If you reach their cell, you’ve effectively skipped the front desk altogether.
- Leverage LinkedIn: Few executive assistants manage their boss’s LinkedIn account. Sending a courteous InMail or connection request to the decision-maker can get your message in front of them without any interference.
- Name-Dropping and Referrals: A warm introduction beats a cold call every time. Check if someone in your network or company knows the target executive and ask for an intro or permission to mention their name. Even mentioning a mutual connection in passing can open doors.
By combining these tactics, you might not need to confront the gatekeeper at all. For example, if you connect with a prospect via a LinkedIn message that references a mutual colleague, or call after hours and leave a voicemail directly for the executive, you’ll bypass the gatekeeper entirely.
Persistence, Not Aggression: The Right Balance in Follow-Ups
We know that persistence pays off, but there’s a fine line between persistence and pestering. Gatekeepers may rebuff you the first few times, because that’s their job. But it’s also yours to follow up with a professional cadence.
This means you continue reaching out through a planned sequence, yet you remain courteous each time and never lose your cool.
A typical follow-up cadence could involve three phone calls and four emails over a two or three week period, Matt advised.
Make sure you vary your contact methods and times of day. For instance, you might call in the morning one day, send an email the next afternoon, and try a LinkedIn message later in the week. By the third call or fourth email, if you’re still hitting a wall, it may be time to change strategy or pursue a different contact.
Should that happen, and the gatekeeper remains firm about not giving access, you should thank them and pursue to another tactic. Your respectful persistence not only increases your chances with the gatekeeper; it also reflects well on you if and when you do reach the decision-maker.
Use Your Team to Multi-Thread Your Outreach
One of the most powerful tactics discussed in the webinar is multi-threading, which is when you don’t put all your eggs in one basket (or one contact).
This means that if you’re targeting a large company, there may be many potential stakeholders or entry points for your solution. For example, if you can’t get through to the Chief Marketing Officer, perhaps the Head of Marketing Operations or a Director in that department could be interested and loop in the CMO later.
As Matt explains, “if you feel like…you’re getting stuck at a certain contact, there’s a myriad of others to go [to].” In other words, work multiple angles within the account.
Multi-threading is equally crucial for account executives navigating an ongoing deal.
If your primary contact, for example a manager, keeps blocking attempts to involve their VP or CFO, that’s a sign you need to widen your net. Try engaging others on the buying committee early or connect with people in adjacent teams or higher up the chain on LinkedIn.
Ideally, you want several people in the organization familiar with you and your solution, so no single gatekeeper can shut down the conversation. After all, when you are well networked in an account, a gatekeeper’s power wanes. Plus, you gain more insights into the company’s decision process, which can only help your chances of closing the deal.
Spidey-Sense Tingling: Red Flags to Watch For
Not every prospect or gatekeeper interaction is a fight worth pursuing.
Matt points out several red flags that should trigger your sales “Spidey-senses”, as they’re clues that a deal may be stalling or not genuine. Keep an eye out for these warning signs:
- “I’m the only decision-maker.” If your contact insists that only they call the shots, that could be a red flag. That’s because we know that in B2B, purchases are often reviewed and decided on by some type of committee. A lone-wolf buyer claim probably isn’t truthful or indicates they’re far below the true power center.
- Deceptive or Rude Gatekeepers. Occasionally, a gatekeeper might lie (e.g. “they’re not in” when they are) or even use hostility or profanity to deter you. That behavior can also be a red flag for the type of culture or the type of boss that they have and a sign to be wary. A toxic culture upstream could mean an uncooperative prospect or a nightmare client down the road. It’s okay to disqualify a prospect if you sense consistent toxicity.
- Keeping You in the Dark. If your point of contact won’t introduce you to their higher-ups or other departments at all, despite later-stage discussions, ask yourself why. For example, maybe they’re just price-shopping or doing research with no intent to buy anything. In today’s market, some teams take sales calls just to gather info for future plans. An honest conversation can surface whether you have a true opportunity or a tire-kicker.
By staying alert to these red flags, you can allocate your time to deals that are likely to move forward.
How to Turn Gatekeepers into Allies
Gatekeepers may guard the gate, but with the right tactics you can still soar past them and achieve your mission. The webinar with Matt reinforced that thorough preparation, respectful communication, clever use of tools/alternatives, and multi-threaded outreach are like our modern-day superhero powers to overcome gatekeepers.
Remember Matt’s golden rule throughout: always treat gatekeepers with respect; they’re not adversaries but can become invaluable allies or “sidekicks” on your quest.
Use the Right Tools
The best way to set yourself up for success is to have the right tools for the job. And with website visitor identification tools like Lead Forensics, you can uncover the businesses that come to your website but don’t convert.
It tells you which companies are interested in your solution before they even pick up the phone. And when armed with that knowledge, you can reach out directly to warm prospects; no gatekeeper required.
Book a demo now to see how Lead Forensics can help you have warmer conversations.
