To an entrepreneur, cold calling is a daily task. It’s inevitable. Sometimes, one phone call can determine your continued success as a business. With so much riding on these cold calls, why are so many entrepreneurs fearful of picking up the phone and asking for sales? Two words: The Gatekeeper! And depending on the self-importance of the decision maker sought by the call, you most likely will be hung–up on quicker than a 3 am collect call to an ex-partner. Yikes, no fun!
So what is an entrepreneur to do about an unrelenting gatekeeper?
I asked myself this question every time I was transferred to some generic voicemail or asked to leave a memo. And I have crafted the following helpful tips that have allowed me to successfully speak with whomever I choose. So without further ado, five tips to successfully get past gatekeepers:
1. Confidence is Key
Do you think a fellow CEO & golfing buddy uses the formal name of the intended call recipient when speaking with the gatekeeper? Or worse yet would they have a shaky, insecure voice? Absolutely not! So buckle up your confidence and ask for the decision maker like you are old college chums… it works!
2. Have a Solid Reason
Sorry to break it to you but no gatekeeper cares what you have to sell. But they do care about a benefit that may help the company. So have a good reason for your call. And it may be as simple as “The reason for my call is that I was hoping to introduce myself to X as I’m the founder of Y as we offer product Z, which has resulted in an average return on investment of 200% for our current client’s manufacturing operation.” Or something similar.
3. Avoid the “I’ll take a message for you” Trap
Message taking is a great trick gatekeepers use for keeping unwanted sales people out. And unless it’s a message about a sick family member, there is a slim to none chance the decision maker will ever receive your memo. To combat this trap - or at least ensure timely message delivery - is to start a Q&A session with the gatekeeper: “Yes I will leave a message, but I am not sure if a return call is necessary. Can I ask you a question about [the decision maker]?” This will open a conversation perfect for follow-up calling reconnaissance.
4. Make the Gatekeeper your Friend
Remember that you are not the only person calling on the decision maker. The gatekeeper is most likely overwhelmed with sales calls. And most sales people are rude, sleazy or downright weird. So imagine what they think when a normal, friendly person calls and asks for help. Also, by using their name and up-playing their role in the organization, you will reinforce their self-worth. And for that split second are much more likely to help you out.
Caveat: Stay away from small talk upfront. They’re most likely busy and a chat about the weather, for instance, will not help your cause.
5. Bypass the Gatekeeper Altogether
Calling before 8 am or after 5 pm can do wonders with cold call success. A receptionist considers their role at the company a job. Which means they usually do not arrive earlier than asked. And they most likely leave before happy hour. The decision maker, on the other hand, is more committed to the organization. In turn, they arrive in the morning before the employees and usually leave much, much later. With no one else available to answer the phone, you can almost guarantee a shot at talking to your intended party.
These five tips have helped me successfully get past gatekeepers. Practice, practice, practice and you too will triumph in your cold calling efforts. Good luck!
Further Reading:
- The Power of Several Job Titles: The Virtual Multi-Hat Negotiation Gambit
- Save Your Sanity: Tips to Separate Work From Personal Life
- Tips for Waking Up Early in the Morning
- Networking 101: What To Do with Those Business Cards After an Event
- Quickly Save $10,000 or More a Year: How to Automate Purchasing to Save Time and Money
