Every salesperson knows the challenge: reaching the decision-maker often means navigating a gatekeeper—an assistant, receptionist, or manager tasked with protecting their boss’s time. The key isn’t brute force; it’s skill and diplomacy.
Start by building rapport. Treat the gatekeeper as an ally, not an obstacle. A friendly tone, genuine respect, and clear communication go a long way. Remember, they influence access—so earn their trust. Show interest in them as people, with their own challenges and interests.
Next, state your purpose clearly. Vague pitches raise suspicion. Instead, explain the value you bring and why it matters to their organization. When the gatekeeper understands your intent, they’re more likely to pass you through.
Personalize your approach. Do your homework on the company and reference relevant details. This shows professionalism and signals that your outreach isn’t just another cold call.
Show up regularly and be persistent. So many salespeople give up after one or two objections so the gatekeeping does’t keep you in mind going forward. Stay with it and view your 1st sale at this account…..with the gatekeeper and have fun with it!
Finally, be patient and persistent without pressure. If you can’t connect immediately, ask for the best time or preferred method to follow up. Respecting their process demonstrates courtesy and professionalism.
Gatekeepers aren’t barriers—they’re bridges. Approach them with empathy, clarity, and confidence, and you’ll find the path to the decision-maker opens more often than you think.
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The Sales Accelerator is a weekly sales blog developed by Sales Growth Advisors offering ideas, thoughts, and suggestions resulting in Proven Ideas To Accelerate Your Sales Growth. We are a mid-market sales growth consulting firm that works to grow your business, scale your company, and boost your margin. Our blog is designed to give you brief tips about sales, to educate, to get you thinking about growth, and to get your sales line moving up and to the right! But don’t just take our word for it here – contact us and put our services to work for you!