The Noodle Log - Working With Gatekeeepers

This week I received a very important question about gatekeepers. How does one get past them when they keep us from getting to decision makers? How do I get the appointment? How do I work my way in?

A highly successful regional manager, Greggory Wood, has an outstanding strategy which I have seen account executives incorporate in my career called Pre-Market Planning. Greggory is absolutely a subject matter expert in this area and I invite him to post on this blog to give more examples.

Here is the net-net of the famous Greggory Wood strategy.

1. First of all, the receptionist is not someone to get past, they are a person to build an alliance with. More on that later. The first step of his model involves researching the company you are visiting externally. How? Research their website. Valuable information reflecting their most critical needs are here such as a mission statement. Also, the website will oftentimes tell you who the decision makers are. Having reviewed this shows that their company was important enough for you to do some homework. You wouldn't go into a job interview without knowing about the company would you?

2. Research the company internally. This step will save tremendous time. Ask your regional manager or look up in your database whether your company has done business with the target. Maybe they did not pay on time or at all and they went on the disapproved list. This way, you will find out if they are even a valid prospect. I have seen countless sales professionals waste time on a prospect only to discover that they were disapproved. Perhaps they have had a previously bad experience with your company? Wouldn't it be nice to have a game plan for that one before you walk through the door and get blind sided.

3. The key to your success is the relationship with the Receptionist. This person is often the lowest paid professional in the office. They often feel like they are ignored (remember, we are talking about how they feel). Greggory calls this an opportunity and you will see why. At this point, call the receptionist. Here is how the conversation will probably go:

Receptionist: ABC Loan Company, this is Dottie, how can I help?

Sales Professional: Dottie, my name is Greggory Wood, your account executive with FireBrick. I'd like to send some information (sending information is much more non-threatening than asking to speak with someone) to the agents in the office, and I am looking for the list of agents. Could you please e-mail that to me?

Receptionist: I am not sure that I am allowed to do that.

Sales Professional: No problem. What is the name of the sales manager (She will answer this question because it is not proprietary)?

Receptionist: That's Leonard Johnson.

Sales Professional: Thank you very much. You have been so helpful. I am looking forward to seeing you soon at your office.

THEN HANG UP! Do not ask to speak with Leonard at this time...there is plenty of time for that. Plus, if you ask to speak with Leonard, then to her, you are merely another salesperson.

4. The Magic Step...Send Dottie three things. A Thank You Card, A self-addressed stamped envelope, and a $5 Starbucks card.

The Thank you card says: Dottie, it was great speaking with you today. Thank you for taking the time to meet with me. Thank you in advance for sending me the business cards of the sales agents in the office. Please enjoy a cup of coffee on me. Sincerely, Greggory Wood.

Why the Thank You Card: Because no one does this and it shows that you recognize the fact that the Receptionist was helpful to you. (Remember, the receptionist can have considerable influence). I have experienced situations where I walk into an office and the acting Receptionist is actually the owner or the owner's spouse.

Why the Starbucks Card? There is something magical here. It is rare that anyone, let alone a business partner or account executive does anything nice for the receptionist. Most people will not take the time. You just made yourself different. This is very powerful.

Why the self-addressed stamped envelope? - Because the receptionist WILL send you the business cards you requested. She will feel obligated because you just did something nice for her.

5. Send a bubble wrapped package envelope to your Top Level Contact decision maker containing a list of your references, testimonial letters, and a little (but not a lot of) information about your company. Too much information now makes the meeting date not as interesting or exciting. Testimonials are your proof that you can deliver (I will be talking further about testimonials in a later post).

Why bubble wrap? - When a package is sent in a bubble wrapped package, the recipient feels it is something important and they just have to open it. Your material precedes your physical visit.

Now, when you walk in the door, here is how the call will go. Greggory Wood and I have seen it work close to this way hundreds of times:

Receptionist: "May I help you?"

Sales Professional: "My name is Greggory Wood with ABC Company, and..."

Receptionist: (Interrupting Greggory) "Oh my goodness, you're Greggory. Thank you so much for that Starbucks card. That made a bad day great."

Why did this go much better than before? Because you turned a cold-call into a warm lead. Isn't it funny, that happened on your first visit to the office.

I have seen this actual scenario turn into considerable business being closed.

Greggory Wood can be reached at gwood@bigshiningstar.com. His website is www.platinumstrategies.com. With that, we throw another log onto the fire.