Although they may seem like a nuisance, gatekeeper play an important role in keeping decision makers from being overwhelmed by every call or offer. If you want to be able to work with them, it’s best to treat them with respect.
What does a gatekeeper do in marketing?
An gatekeeper is most often a secretary, executive assistant or associate to the decision maker. This person can grant or deny access to key decision makers. They screen calls and messages for their boss.
gatekeeper market is, in turn, the act of properly directing your messages and objectives to gatekeepers who may then allow or deny admittance. They are responsible for analyzing communications attempts and forwarding only information that is likely to benefit the business.
Keys for handling gatekeepers
Two main goals are required for a gatekeeper to be successful in business:
- Restricting access to decision-makers from people who are not qualified
- Allowing the right people to view the decision-maker
You are putting yourself at risk if you try to be rude to a gatekeeper. These are the people who will decide if your boss is worth your time. These are some tips:
Ask thoughtful questions The gatekeeper is your best friend when you want to meet the decision-maker. Your solution might also be of benefit to their boss . As if they were the decision maker, talk to them and get their advice about the best way to approach your boss.
Use social media
Social media makes it easier than ever to create a feeling of familiarity. You can interact with the gatekeeper via social media, even if you are not on call. If they share content that is relevant to your company or line of work, please leave a comment or thank them for sharing.
Make a connection
This is an extension to using social media because it is a social platform. You can use it to see if there are any mutual friends who could “formally” introduce your to the gatekeeper. This will establish credibility and show that you are not just a lawyer.
You must be different from other salespeople and marketers to make it past the gatekeeper. Or you will not be able to convince them that you are the real deal.
The gatekeeper isn’t your enemy. They are just doing their job. You decide how they treat you. If you’d like to make an appointment with your boss, ask. You can speak up and tell them something that interests you.
How to get past the gatekeeper
These nine tips will help you get past the gatekeeper
- The call is controlled by the person who asks questions
- Ask the person responsible for setting up your company’s budgeting policy and policies
- Do not show gatekeepers your pitch
- Keep your message short and to the point.
- Professionalism and politeness are your best qualities
- Humor is a great way to express yourself
- You can schedule a follow up appointment or give us a call.
- Keep your eyes on the goal (e.g., getting an appointment with a decision maker)
- If you don’t get an immediate “no”, keep trying, even if it is a negative.
Once you get past the gatekeeper, the decision-maker will finally pay attention to you. Prepare a script for this too. It’s not worth wasting your energy trying to reach them with a confusing or bad pitch. You were deemed worthy of the decision-maker’s attention by the gatekeeper, so make sure you put in effort and time into your pitch.