Sales Man Up
Honor The GateKeeper
If you are calling on companies, who is the very first person you make eye contact with you when you open the front door ? The gatekeeper! This individual has a simple yet challenging task that they must face every single day - which is , to let in the Right people, and stave off the wrong people! Our objective, as a sales person, is to become one of the Right people !
Gatekeepers hold one of the most difficult positions within any company, as they must function as the first line of defense, acting as a positive ambassador for all that approach their desk; while policing the entrants to ensure that their “ pack” is protected and safe. The gatekeeper can be one of the greatest challenges that a salesperson ever faces in their attempt to get to the decision makers. The sentry at the front door can potentially be your greatest enemy and obstruction to commerce; or they can become your greatest allies and richest source of information. Many times, they eventually become your friend.
How do we turn the corner with the gatekeeper, and transition from an adversarial role into a long term beneficial relationship?
Treat them like a human being, not a means to an end: Gatekeepers are so accustomed to being used as a stepping stone to get to other people, they’re surprised by someone who takes a genuine interest in them. Respect is key. Find out their name, and use it. Being rude and pushy never yields lasting relational results. If someone feels valued and appreciated though, they are less likely to feel threatened. At that point, the defenses come down. At minimum, there is a glimmer of hope for the lines of communication to be opened.
Always seek to give more than you receive: Nothing breaks the ice faster and changes the temperature in the room than gifting food. When the receptionist asks me, “ Can I help you ? “, I respond with, “ Yes, I need help with these cookies please ! “ . Any tension that possibly existed before , seems to evaporate at that point. Some salespeople are only on the take. Showing up as a Giver sets a positive tone that can only improve with time.
Rejection will happen: Despite our best efforts, there will always be some instances when the door gets slammed on our fingers. Welcome to sales. It happens. From my experience, it is a rarity though. I had one gatekeeper even refuse my pastries, which were more than welcomed by the hospital volunteers at the front desk. Most gatekeepers are professionals under a lot of pressure , who generally respond to genuine kindness. If the drawbridge is up, and you are told to “ Go Away”, Circle back at another time and try a different approach, remembering that the diligent hand shall prosper.
Be respectful and empathic: The gatekeeper is oftentimes responsible for incoming phone calls, packages , parcels and outgoing marketing efforts. Just because we happen to grace them with our glorious presence and a product that will “ save the world '' doesn't mean they need to drop everything and cater to our needs. This is where we need to keep our ego in check, and exercise a little empathy for someone who may, in fact, feel pretty overwhelmed. A speaker once said, “ people don’t care how much you know until they know how much you care.” We can convey this through our words and gestures, by waiting patiently until the gatekeeper can assist us with their full attention, and by offering a genuine smile. Yes, we are on a mission- but honey is going to catch more flies than vinegar !
Don’t try to win the war in one battle : This is definitely not the place and time to show up and throw up. The gatekeeper is like a prep cook with multiple pans on the fire, trying to keep the meal from burning. They don’t really care that you have the most rapidly renewable product since bamboo was created! They can , however , provide you with information on WHO to follow up with. Don’t try to seal the deal on your first date ! Commit yourself to the process. This is a reconnaissance mission. You are fact finding- period . Live to fight another day. Let the gatekeeper see your friendly face again and again, until you become a fixture in that office!
If the gatekeeper likes you, they will become your biggest advocate. They will “ put you through” to the right people when other salespeople would be shut out. They will end up returning the kindness that you have extended to them . That is how life works .
Empathy is important, openness, honesty, and an understanding for others. - Niko Kovac
Cold calling is about developing social skills and getting used to rejection. We are constantly selling something to somebody. - Shahid Khan
