In today’s fast-paced and virtual work environment, prospecting and getting to the decision maker has become a challenge.  With the help of technology, the cold or the warm call has evolved to a strategic process.  However, there are still some basic beliefs that you must have as you mentally prepare to make that call; get through the barriers; deal with voicemail; and talk to your prospect.

The 4 keys to get past the gatekeeper: 

1.  The gatekeeper’s job is to screen you out.  Your job is to get through to your contact.  At the end of the phone call, your success or lack of success determines who is better at their job. You or the gatekeeper.

2. Remember that the gatekeeper is not your mother, favorite uncle or school teacher. Be polite, but don't tell them everything.  Put aside your need-for-approval. It is more important to get to your prospect than to be liked.

3.  The biggest mistake a gatekeeper can make is to screen out someone who should talk to their boss.  Use this to your advantage as you introduce yourself and explain why you are calling.

4.  Most importantly, remember to ask for help. People generally want to help others.  So leverage this natural human tendency with the gatekeeper.

Given these four keys to working with and through the gatekeeper, what is the best way for you to make that initial phone call work for you?  The discussion should sound something like this:

gatekeeper:  Hello.  ABC  Company. Tina speaking. Can I help you?

Salesperson:  Hello Tina. (If they don't give you their name, ask for it and repeat the following) I'm not sure if you can help or not.  Can I tell you why I called?

gatekeeper:  Yes.

Salesperson:  I'm calling because I’m supposed to talk to Ed Smith.

gatekeeper:  Okay let me put you through. (That's the easy and rare answer) or the more common response; Can I tell Mr. Smith what this is about?

Salesperson:  I wish I could tell you. All I know is that I'm supposed to talk to Ed. He is the head of Job Function, correct?

gatekeeper:  Yes, he is.

Salesperson:  Good. Could you please put me through?

At this time, you will either be put through, get voice mail or more likely, the gatekeeper will tell you that Ed is not in and will ask if you would like his voice mail.

Salesperson: Yes. That would be great.  Thanks Tina.

Congratulations, you have progressed beyond the gatekeeper. However, your next obstacle is voicemail which can be an even tougher challenge than getting past the gatekeeper. There are two possible voice mail strategies:
 
1)    Leave a message as if you were actually talking to the prospect on the phone. Include your value proposition etc. or
2)    Leave your name and phone number. Nothing else.

The first option gives your prospect a reason NOT to call you back. The second option raises their curiosity and may give you a better chance of getting a call back.

Finally, prospecting is the toughest part of your job and what you get paid to do.  Your attitude about prospecting will determine how successful your sales career will be. If you feel that prospecting is something you “have to do”, then you will view it as drudgery. You will resist it; you will find other things to do instead of prospecting. You will not improve your skill at it, and therefore your performance and success in sales will suffer.

You must embrace prospecting. You must understand that prospecting is the job. You get paid a lot of money because you are willing to do what others won’t – prospect. The operative word is WILLING!  And if you embrace prospecting, you will do a much better job getting past gatekeepers.

Those people in sales who are making the most money are not making the most because they are brighter or have better presentations, or because their product is better than yours. They are making big money because they have figured out that the real job is getting in front of people or businesses that need, want and can pay for the product and services they provide.

The moment you realize that prospecting is THE job, you have taken your first step to the best year in sales you’ve ever had.

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