Anyone who has ever sold anything has experienced "gatekeepers." If you're a gatekeeper in your business, please don't be offended by the terminology. The fact is I like gatekeepers. 

But there are many salespeople, professional and non-traditional alike, who struggle with how to effectively interact with gatekeepers. 

In case you're not familiar with the term "gatekeeper", in this context I'm referring to people within a business organization who have the task (among many other tasks) of being a buffer between the likes of you (and me) and the people we're trying to contact – the people we perceive as the "real buyers" – the ultimate decision makers. 

Let me confess that in some of my misguided previous lives (Pat, the early years) my thoughts about gatekeepers were geared toward "how to get around, over or through them." As time went on, though, I realized that gatekeepers are people just like me. And they have a job to do. So I adopted the philosophy behind the old adage, "If you can't beat 'em, join 'em." 

Before we get to how you can "join them" let's talk a little about who gatekeepers are. 

For the sake of brevity, let's divide gatekeepers into two broad categories or job descriptions:

(Let me be clear that in the context of this article, none of these terms or job titles should in any way be construed in a derogatory or belittling way.) 

1. The Administrative Assistant, who might in some companies be called a Secretary or Receptionist.

2. Situational, the people who sit on evaluation or purchasing committees. In some cases, situational gatekeepers are also decision makers, but in most cases they make recommendations to the ultimate decision maker. More on this later. 

Both of these types of gatekeepers can prevent access to the "real" buyer. In addition, situational gatekeepers can also adversely affect your ability to: 

·         Influence the timing of the purchase decision; 

·         Differentiate yourself from your competition (because they often commoditize their decision making process); and 

·         Gain insight to their most pressing problems and the solutions they're considering. 

You must be asking yourself by now, "So what is there to like about gatekeepers?" 

In a word: they can be your allies in the sales process. But it's up to you to establish and nurture a relationship with the gatekeepers you encounter. No kidding. Gatekeepers can be one of your strongest allies – if you treat them with respect and have some patience. 

So then, here are some tips for how to accomplish this not-so-small feat. 

For Administrative Assistants: 

1.      Respect the gatekeepers' position – realize that they have a job to do and, presumably, some loyalty to their employer and their supervisor. 

2.      Bond with them. If possible, learn their name before calling or visiting; or at the very least on your first contact with them. Make a note of it and remember to use it when you speak with them on future calls or visits. 

3.      Introduce yourself and briefly explain the value of your offering. Ask their advice about who you should speak with. 

4.      Respect their schedules; be patient. 

5.      Sell to them. Gatekeepers may also have some influence. 

Situational gatekeepers are a little more difficult to mesh with because they're typically made up of a group of people. Your best bet is to form an individual relationship with the apparent front person in the group and, secondarily, with other members of the group – all in much the same way as you would "bond" with an Administrative Assistant. 

Of course, there will be some situations in which you just can't seem to break the ice with a gatekeeper. If that's the case and you're not having much success working with a gatekeeper, your only remaining option is to find a way to go around them. This shouldn't be a disrespectful move on your part, though, because you never know when you may need to interact with that gatekeeper in the future. 

Some perfectly legitimate and respectful ways in which to do this are: 

·         In the case of an Administrative Assistant you might try calling early, at lunchtime or after hours. Managers who are working early or late may answer their own phones during those hours. 

·         Find another way to meet the ultimate decision maker, for example, at a networking event, trade show or industry meeting. 

·         Probably the best way of all is to ask one of your current customers or clients for a direct referral to the decision maker.  

I started this article by saying that I like gatekeepers. And it's true. When treated with respect, gatekeepers can be your greatest allies in the sales process.

Make it a point to "hug" a gatekeeper today. 

Ó 2006 Patrick A. Hassett. All rights reserved. 

Pat Hassett draws on more than 30 years experience in sales, sales management and sales support roles across several industries. He stands ready to help you increase your sales, your profitability and your customer loyalty through the use of customer-centric sales methods, high level customer service and customer relationship management tools. To learn more about how SalesNow! can help you, go to www.salesnowonline.com or write to infalesNowOnline.com. 

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