Best Practices- Getting past the Gatekeeper
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Seems that all of us have some sort of product or service to sell, and each of us think it's the best thing since sliced bread. And I suspect that most of us have found ways to identify the decision maker in a prospective client firm, and that all of us get frustrated because of the difficulty in getting our call, our letter, or other material past circular files or voice-mail limbo. Networking and introductions is by far the best way to meet with the decision maker, but sometimes...there is no time and you need to make that contact ASAP.
What have you found to be effective? Here's a couple I found, so please comment and add your own!
- You'll need the prospect's e-mail address. Using your e-mail application, create a document or message and attach a 'read receipt' tag to it (NOT a delivery receipt). Send the message, and keep your e-mail app open. At the precise moment you receive the read receipt, pick up the phone and call that person.
- Knowing you'll have to deal with voice mail, write a script and practice it with your own voice mail (call from your cell phone, etc) to see how it comes across. It should last less than 30 seconds, be succinct, and give your contact information clearly. Then go live- start with prospects you can afford to lose until you're comfortable giving it. AND be prepared- you may actually get your prospect LIVE!!
- Some ideas to get around voicemail and get directly to the prospect: Press "0" to get an operator or secretary and ask if the person can be paged. Call the sales department- maybe they will transfer your call. Search LinkedIn and your network for someone in the company who can make a referral for you.
- Leave a partial voice mail message that gives your name and number, then pretend to get cut off in mid sentence- cut it off midword. The prospect can't stand not knowing the rest of the information or thinks their voice mail system is broken and will call you back.
- Take a risk, take a chance.
Now it's YOUR turn!!
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This is Great Richard - The process is strict and to the point!
I would love to know the number of people that follow this method 100% of the time on 100% of their sales "calls"...
Also, if you are truly networking - A great and precise referral does not need all this applied! Your direct referral warmly pre-introduced and "sold" is ready and eliminates all of the above.
For everything or every other referral out there (which is most) - Your concept, your method, and your process is Great!
Thanks, Keith Stonehouse
I like (and use) the concept of immediate follow up to email. Another approach is to seek feedback on the content of your email. By asking their opinion, the prospect will give clues about what he/she likes and may not like about your product/service. Your opportunity to ask for a meeting will present itself in the feedback you receive.
LinkedIn can be used to learn about your prospect (companies he/she worked at, schools attended, interests, groups, etc.). This information can be useful in "breaking the ice" on a call or to tailor the call language to best suit the prospect.
As Keith suggested, the most effective approach is through a referral as defined above.
Regards,
Dale Hetrick
I do most of my contact via the telephone. I learned a simple technique for finding out who I want to talk to and getting by the gate keeper. Most people doing cold calls ask who do I talk to about whatever they are selling. This is a sure route to voicemail and being screened. I learned that if you ask who do I address information to about my product the guard comes down. They screen calls not mail. When they give me a name I ask for the correct spelling of the name. Then I ask for the address. And then I ask as an after-thought (it has to sound like an after-thought) he or she wouldn't be around would they? Because the screen has already been helping me most times they just shoot my call through. They are used to handling who do I talk to, but for some reason who do I address information to seems to take them off their game.
If I do get voicemail at least I have the contact name. If I call again and still get put in voice mail I go to plan B. I find out the name of someone who would not normally handle outside calls. I call and ask for that person. When they answer I say Oh, I was looking for (target name) it looks like they transferred me to you by mistake, could you please transfer me to (target). I just eliminated the screen and if the person is there I usually get through.
I seldom leave my office and 80% of what I do is over the phone and this works very well for me.
I like the partial e-mail idea! Although it is kind of sneaky, it would probably work. Unless the contact goes to a reverse phone number look up web site. (NOTE: two can play the game.) Keep up the great ideas.
Another great idea to "Get Past the Gatekeeper" for those of you out there without the "in" yet... Marty's Cookies!
Seriously the best cookies on the planet and voted best chocolate chip cookie in Detroit last year! You can order drop off fancy bags of freshly baked cookies from a Michigan - Metro Detroit based company for $1.99 a bag or send a thank you incentive package for $5.00 to $25.00 range! Works EVERYTIME! You can even give them your business card and they can include it and everytime you drop by a potential sales call - email Stacey the address and they will mail out the cookies right there with your card!
Here is the owner, Stacey Fox's contact's info:
Marty's Cookies
Stacy Fox
The Big Cookie
248-352-5695
www.martyscookies.net
stacy@martyscookies.net
I like the cookie idea. I will have to call Stacy. I have used candy and flowers in the past when I am door to door calling. It warms the gatekeeper.
I call and use the gatekeeper to my advantage.
I tell her that I am calling from the marketing department of our company, and there was someone at their company that partially filled out a request for information at our web-site. The person did not complete their name, title and telephone information, but we have a company policy of returning 100% of all internet information requests, even if the request is left incomplete, and that I'm hoping they (the gatekeeper) can help us figure out whom the person might have been so as to complete our records?
Generally, the gate keeper will say, well, what sort of thing(s) might the person wanted at your site? Which gives you an opportunity to give them a repsonse that sounds interesting and compelling. If you sound right and use an uncertain but in need of help tone of voice, they will try hard to help you figure out who it may have been. A name and title is pretty readily had at that point of the best possible contact for you at that company that you would want an appointment with.
Additionally, as an aside at the end of the call after getting the name, title, and phone number of the person that you were looking for, it is easy to ask a few questions about that person as well (how long they've been there....is it likely that they would use the internet to find information....) before getting off of the phone, and you can always throw a "might he be around for me to say hi real quick?" in for good measure.
I have a VERY high return on this technique, but I try not to rely on it too heavily so as to not spoil it as a too often overhead attempt to get by the gatekeeper...I literally try to use it as a last resort as often as possible so as to not anger the sales gods for its trickiness....