One of the most difficult things for salespeople to do in the business-to-business sales industry is to get past gatekeepers. These gatekeepers, typically receptionists or administrative assistants, serve as the first line of defense, filtering out unwanted calls and protecting decision-makers from interruptions. However, with the right approach and techniques, it’s possible to effectively bypass these gatekeepers and connect with the key decision-makers you need to reach. In this article, we’ll explore some proven strategies and tips for getting past receptionists in B2B sales calls.
Do Your Research
Before making the call, take the time to research the company and the individual you’re trying to reach. Understand their role, responsibilities, and any recent developments within the company that may be relevant to your pitch. This will not only help you adopt the Best practices in B2B phone sales but also demonstrate to the gatekeeper that you’ve done your homework and are serious about your outreach.
Build Rapport
Gatekeepers are more likely to be receptive if they feel a genuine connection with you. Being pleasant and polite is a good way to start the conversation. If at all feasible, say the receptionist’s name, and make sure to adopt a kind and enthusiastic tone of voice. Take into consideration that they are merely performing their duties, and treat them with dignity and compassion.
Provide Context
When the receptionist asks for your call, be prepared with a concise and compelling reason. Avoid generic statements and instead, provide specific information that demonstrates the value you can offer to the decision-maker. For example, instead of saying, “I’m calling to discuss our products,” try something like, “I’m reaching out to discuss a new solution that can help [company] increase efficiency and reduce costs.”
Use Referrals Or Connections
If you have a mutual connection or referral within the company, don’t hesitate to mention it. Gatekeepers are more likely to let you through if you have a trusted source vouching for you. Mentioning a referral upfront can also pique the gatekeeper’s curiosity and make them more inclined to facilitate your call.
Be Persistent (But Polite)
If the receptionist initially denies your request to speak with the decision-maker, don’t give up too easily. Politely ask if there’s a better time to call back or inquire about the best method of reaching the person you need to speak with. Sometimes, persistence pays off, but always maintain professionalism and courtesy throughout the interaction.
Utilize Strategic Timing
The key to your success may lie in the timing. Avoid calling during peak hours when the receptionist is likely to be busiest. Instead, try calling early in the morning or late in the afternoon when the office may be quieter. Experiment with different times to see when you’re most likely to catch the gatekeeper in a more receptive mood.
Offer To Help
Sometimes, offering assistance can help you get past the gatekeeper. If you notice that the receptionist seems overwhelmed or mentions a particular challenge they’re facing, offer to help in any way you can. This gesture of goodwill can build rapport and make the gatekeeper more inclined to assist you in return.
Use Discretionary Language
Instead of asking directly to speak with the decision-maker, try using language that implies the gatekeeper has the power to grant you access. For example, phrases like, “Could you possibly help me connect with…” or “Would it be possible to schedule a brief call with…” can make the gatekeeper feel more empowered and cooperative.
Follow Up Appropriately
If your initial attempt to reach the decision-maker is unsuccessful, don’t forget to follow up. Send a polite email or leave a voicemail reiterating your interest and offering alternative times for a call. Persistence combined with professionalism can eventually break through even the toughest gatekeepers.
Conclusion
Navigating gatekeepers in B2B sales calls requires patience, persistence, and a strategic approach. By doing your research, building rapport, providing context, and utilizing strategic techniques, you can increase your chances of getting past receptionists and connecting with the key decision-makers you need to reach. Remember to always treat gatekeepers with respect and professionalism, as they can be valuable allies in your sales efforts. With practice and perseverance, you can turn gatekeepers into gateways to success in your B2B sales endeavors.
