Key Leadership | Talk to the Gatekeeper

Cold Calling. If you are in sales you know what it is.

If you aren't in sales, you should try making a cold call -- walk up to someone at the grocery store and introduce yourself to them. If you have done this before then you have you just successfully made a cold call. Its not as scary as it seems.

The fear that you have of cold calling is not really that hard to overcome, but some people choose not to try it. Remember sales, at its core, is simply communication of value.

We won't get too deep into it, but your smile can communicate so much value to someone at the grocery store. All you have to do after they see your smile is simply introduce yourself. Why not use your smile to help you break down the invisible wall of fear that you claim to have when it comes to communicating value?

So lets talk about a very tiny yet extremely valuable aspect of Cold Calling -- the Gatekeepers.

I have made thousands of cold calls and have helped people develop their cold calling skills. From beginner to expert level sales people, there is always something we can adjust.

We are going to discuss the first "communication of value" that you need to make when making a Business to Business (B2B) cold call.

Lets build the case:

-You have a list of companies you want to call.

-You go on LinkedIn, the company website and even Facebook to find out as much information as you can about the decision maker and ensure you get the right person.

-You take a look at his or her picture, history, college, and even favorite sports teams and you make a small profile of sorts in your mind of that person.

-Then you dial the phone number for the company and someone named Jackie answers the phone.

In a kind voice she says, "Hi thank you for calling ABC Company, may I send you directly to the decision maker so you can pitch him your product or service?"

NEGATIVE -- Jackie doesn't say that at all!

In fact, she starts asking questions! Questions that can throw you off guard if you aren't ready!

Take a look at this Principle:

Principle Number 1: Gatekeepers are doing their job! You must give them respect!

I remember being told by a guy I used to work with, who coincidentally didn't have any success in actual sales, told me "Dan, the gatekeepers are horrible! They are clueless! They are a waste of space in the office!" I remember thinking to myself that something doesn't seem right about that comment. That sales person had a mindset of scarcity for starters, but he also failed to realize principle number 1.

That person that answers the phone was put in place to protect the person they report to. If they are not protecting the decision maker from lazy sales people then they are not doing their job!

Your job is not to think less of them, your job is to go ahead and make your first sale!

Principle Number 2: Laughter Builds Valuable Rapport

Your first sale begins with selling the gatekeeper on YOU! Information is extremely valuable to the hard working sales person.

Lets review and build on our case:

-I have done my research, created my mental profile of the decision maker and now I've dialed the company phone number.

-I must have a smile on my face.

-I must be happy and excited about my product or service.

-A person answers the phone and says, "Hi thank you for calling ABC Company How may I help you!"

Did you see it? The gatekeeper just asked a question! It is perfect! You can use the "Answer a question with a question" technique!

Here is what the dialogue looks like on my side of the phone.

Gatekeeper: ""Hi thank you for calling ABC Company How may I help you!"

Me: "Hey! Happy Thursday! Have you had a good week so far?"

There is typically a very very brief silence as the gatekeeper realizes that today is only WEDNESDAY!!

The gatekeeper is ever so kind to correct me and notify me that it is only Wednesday and I will return her act of kindness by saying, "Wow! I sure wish we could just skip right to Friday, don't you?"

After that very brief dialogue I have now built rapport with my gatekeeper and it is genuine rapport! The gatekeeper is now far more inclined NOT to ask me the typical questions that she asks other sales people because I have successfully sold the gatekeeper on my most valuable product: ME!

After having this simple conversation getting her name, the direct office number, email address, and even cell phone number of the decision maker is far easier. I've even had them put me on hold and get out of their desk, walk to the decision makers office and ensure they are ready for my call!

And all I did was TALK TO THE GATEKEEPER. The gatekeeper is valuable to the value you are looking to add to the company they work at. Go ahead and make your first sale by building genuine rapport with everyone you talk to.

When you walk up to that person at the grocery store to make your first cold call I want you to try this simple short dialogue: Tell them the wrong day of the week and let them kindly correct you and you will see that smile come to their face and genuine rapport is being established.

Have fun with it. Sales is simply communicating value, why not add value to someone else life by using a little bit of kind humor. You aren't asking them to transact money or sign a contract, you are simply building genuine rapport!

The article today is very brief and very practical. There will be more to come in the weeks ahead on the power of simply communicating effectively with other people in business by using genuine rapport.