In a previous post, I mentioned how calling a gatekeeper by name can aid your quest to reach the decision taker. If you’ve spent time on the phone trying to reach Mr. Decision, you’ve probably experienced a conversation similar to this:

Gatekeeper: “Good morning, Great Big Business Company, Mr. Decision’s office.”

You: “Hello, is Mr. Decision in?”

Gatekeeper: “Whom may I say is calling?”

You: “This is Rodney Ratecard from WWTH Radio.”

Gatekeeper: “Let me see if Mr. Decision will take your call.”

After a minute or so on hold, you are informed that Mr. Decision is in a meeting and can’t accept your call.

Well, maybe he is in a meeting. But maybe not.

After going through this scenario countless times, it was time to wise up. On one of my next calls, I found out that Ms. Gatekeeper had a first name: Susan. In addition, Mr. Decision also had a first name: Bob. A few days later, the next call went like this:

Susan: “Good morning, Great Big Business Company, Mr. Decision’s office.”

You: “Hi, Susan. This is Rodney Ratecard from WWTH. Is Bob there?”

Susan: “Just a moment.”

Bob: “This is Bob Decision. Who is this?”

You might think this is a fantasy, but it works 90 percent of the time…even on a cold call. The key is to find out the first names of both the gatekeeper and the decision taker (I’ll tell you how that’s easily accomplished in a future post). Notice that I offer my name and company up front. You know Susan is going to ask for it, so make it easy on her. It demonstrates you’re not ashamed of your employer. But most of all, it has you talking like the people who are calling and getting through to Mr. Decision every day. By the tone of their voice and the words they use, they convey that going through the gatekeeper is a routine formality—not an insurmountable barrier.

If you’re having problems getting through to your decision taker, give this method a few tries. You’ll be delightfully surprised at the results.

It has always been puzzling to me why so many salespeople (and not just Radio salespeople) consider “gatekeepers” as menial laborers. By “gatekeeper”, I mean the secretaries, receptionists, and other clerical positions one encounters when calling on (or attempting to call on) advertising decision-takers. For some reason — and this is especially true of male salespeople — there is a tendency to regard gatekeepers as second (or third) class citizens.

Let me tell you: they resent being treated that way.

And if you are treating them as beneath you, what is their motivation to assist you in getting to see the person you need to see to make a sale?

One sales manager I know — after interviewing a candidate for a position — would meet with the station’s office staff to find out how the candidate treated them. What was his/her attitude toward the station’s office staff? Anyone who acted aloof or condescending to the station’s own people didn’t make the cut.

Why make an enemy when you could make a friend? Here’s an idea: find out the name of the primary gatekeeper for each of your customers/prospects. Use that person’s name the next time you call or visit. It works wonders.

The Golden Rule applies every bit as much in sales as in life in general — treat others as you would be treated. Gatekeepers are people, too.