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Sales Myths – You Must Get Past the Gatekeeper
By John Aberle | Prospecting
By John Aberle | Prospecting
Elaborate or simple, the screen’s job is two-fold
You’re wasting energy trying to get past the gatekeeper. For as long as I have been in sales and marketing, I’ve heard sales trainers teach techniques to get past the gatekeeper. Frankly, that’s a waste of energy and bound to tick someone off. Anyone who leans towards soft sell sales and marketing should instinctively appreciate this fact.
Believing that you must get past the gatekeeper is a sales myth. If you change your attitude and approach, the gatekeeper can actually be your ally. Business owners and executives would be overwhelmed if everyone wanting a slice of their time got it. So I prefer to think of the gatekeeper as a screen.
If you’ve ever been anywhere where homes have screen doors, you recognize this image. What is the purpose of a screen? – It’s to keep the pests out, right? What else? It’s to let something in; for a screen door, it’s to let in the refreshing breeze. In the sales scenario, the screen’s job is to protect his/her boss from people and things that will waste the boss’ time. Additionally, it is to filter incoming material and calls to find those that can contribute to the success of the business. I can tell you from numerous experiences, the gatekeepers I’ve met or talked with care about their companies and their bosses.
Just Tuesday, my friends Robert Elliott and George Whitfield of Pathfinders Profit Consultants were chatting about the gatekeeper. Robert shared his experience last week when he explained his value to them to the gatekeeper. She referred him to the person he needed to talk with instead of the one he thought he needed. So his sales efforts are moving forward at that company.
Soft sell sales and marketing are about building relationships and making connections with prospects. They are about creating trust. So, forget the sales myth about needing to get past the gatekeeper. Instead, discipline yourself to have patience on your sales calls. In the long run, it’s faster. The gatekeeper’s job is a tough and extremely important one. Invest a little time building your relationship with that person first. I have found that they are helpful when I’m trying to find out if their company has the types of challenges or desires I can help with. If they recognize the value of what I have to offer, they point me to the right person and help me get in. Selling becomes fun, fulfilling and mutually rewarding this way.
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