| If you are new to sales or cold-calling, then you | | | | The secondary gatekeeper will do one of three |
| know how frustrating it is to get through the | | | | things at this time; put you through, answer your call |
| gatekeeper or be sent to voicemail all day long. | | | | themselves or put you in voicemail. |
| Maybe you've been told it's a numbers game and to | | | | If they try to answer the call themselves, use this as |
| keep doing what you are doing. Keep this in mind, | | | | an opportunity to build rapport. More often than not, |
| the definition of insanity is doing the same thing over | | | | an Executive Assistant has the ear of the decision |
| and over and expecting different results. | | | | maker. This is especially true of C-Level Executives. |
| When I first started prospecting on the phone in the | | | | If you are sent to voicemail, then leave a short |
| late 90's, I assumed every decision maker I called | | | | message such as; "Hi John, this is Steve Brown with |
| would talk to me. In the unlikely event I got an | | | | Acme Marketing my number is 888-888-8888. The |
| assistant, I assumed they would jump over | | | | purpose of my call is to (give very brief description |
| backwards to get the decision maker to drop what | | | | and call to action statement for them to contact |
| they are doing and answer my call. What I found out | | | | you). Again, you can contact me at 888-888-8888 or |
| was that I had two main problems; getting shutdown | | | | email me at |
| by the gatekeeper and if I made it through, being | | | | No matter what you might be thinking, I have made |
| sent straight to voicemail. | | | | a good portion of my sales by leaving good |
| Let's tackle the first problem. If you are getting shot | | | | voicemails and having the decision maker call me |
| down by the gatekeeper it's because you are coming | | | | back. |
| off as too pushy, needy, annoying or unsure of | | | | They key is following a few simple rules listed below: |
| yourself. Gatekeepers sometimes answer hundreds | | | | Don't leave a sales presentation on voicemail. |
| of calls a day from people like you trying to get | | | | Even if you are selling solid gold bars for a dollar, you |
| through. It is their job to send only the relevant calls | | | | will probably get very few call backs. |
| through and shut down the rest. | | | | Give them a reason to call you back, state what |
| The most effective way to get through is to ask for | | | | you can do for them. Remember; do not leave a |
| the person by name with confidence. Let's say you | | | | sales presentation as a message. |
| are the gatekeeper and the decision maker is John | | | | Get the message short, sweet and to the point. |
| Smith. He is the CFO of a small company in Anytown, | | | | Once you are finished leaving the message, then |
| USA. Of the two examples below, which one would | | | | send them an email. Use the same rules as above. |
| you let through if you valued your job? | | | | This will greatly increase your chances of getting |
| Example 1: "Hi this is Steve Brown. I'm with Acme | | | | your foot in the door. |
| Marketing and we have a wonderful solution for your | | | | Be sure and use a headline like this: |
| company. It's very important and I need to speak | | | | I just called you |
| with your CFO right away!" | | | | We just spoke (If you spoke briefly with the |
| Or | | | | decision maker) |
| Example 2: "Hi (gatekeeper's name). Is John Smith in?" | | | | Jason asked me to get in touch with you |
| Surprising or not, I get through the initial gatekeeper | | | | (Assuming Jason is a referral) |
| 90% of the time just by using example 2. You can | | | | Use these headlines if you want your message |
| easily do this by maintaining the same attitude as if | | | | deleted: |
| you were calling a friend or relative at work. If the | | | | Increase Your Sales With Acme Marketing |
| gatekeeper senses you have some sort of relevance | | | | Acme Marketing Has The Lowest Prices |
| to the decision maker, they will put you through. | | | | Anything that screams you need our service, so you |
| Once you are put through, you might reach a second | | | | better buy now will get deleted. Remember, this is |
| line of defense such as an Executive Assistant. | | | | your initial contact and they don't know you or your |
| Repeat example 2 again. Believe it or not, you will be | | | | company. |
| put through a good portion of the time. | | | | Unfortunately, I have seen many good people with |
| If, and only if, asked, you should respond something | | | | great potential end their sales careers because they |
| like this "This is Steve Brown with Acme Marketing. | | | | could not get over this first hurdle. If you are new to |
| The purpose of my call is to (give very brief | | | | sales and are struggling, then I hope this will help. |
| description of your service). Would John be available?" | | | | |