What is a Gatekeeper in Sales (10 Tips to Get Past Them)

In sales, the term "gatekeeper" refers to the person who controls access to key decision makers in an organization. This role is often filled by administrative assistants, office managers, or executive assistants who screen calls and filter out unnecessary inquiries.

Navigating how to get past the gatekeeper can be a challenge for many sales reps, especially during cold calls or sales prospecting. Understanding their role and learning the right approach can significantly improve your success rate in reaching the right decision maker.

According to research by HubSpot, 61% of salespeople say that getting past gatekeepers is one of the hardest parts of the sales process. With the right strategies, however, you can break through and connect with the decision maker, improving your sales outcomes.

What is a Gatekeeper in Sales?

A gatekeeper in sales is a person who controls access to decision makers within an organization. Their primary role is to screen calls, emails, and visitors to ensure that only relevant and important individuals reach the key decision maker.

Gatekeepers can include administrative assistants, office managers, executive assistants, or other employees who manage communication. They act as the first line of defense, often filtering out unsolicited or irrelevant sales calls before they reach the right person.

While gatekeepers may seem like an obstacle, they play a crucial role in the sales process. They are tasked with protecting the decision maker's time and ensuring that only genuine, valuable inquiries make it through.

Types of Gatekeepers and their Roles

1. Front Desk and Reception Staff  

Front desk staff often serve as the first point of contact for anyone entering a business. They manage incoming calls, greet visitors, and screen sales calls to determine whether they should be forwarded to the right person.

These gatekeepers typically deal with a wide variety of inquiries but are trained to protect the time of decision makers by filtering out irrelevant requests.

2. Administrative Assistants and Secretaries  

Administrative assistants or secretaries play a vital role in managing the schedules of decision makers. They handle a large volume of communication and ensure only important calls or meetings are passed along.

Building rapport with these gatekeepers can be key to getting a direct line to the right decision maker in the sales process.

3. Department Heads and Mid-Level Managers  

Department heads and mid-level managers often act as gatekeepers in larger organizations. They control access to senior executives or decision makers within their department.

These individuals are typically responsible for managing day-to-day operations and prioritizing which requests reach higher management.

4. IT and Security Gatekeepers  

In companies where IT or security is tightly controlled, these gatekeepers may screen access to decision makers, especially for external communication. They ensure that calls or emails are legitimate, protecting the organization from potential security risks or distractions.

Sales reps should be cautious of how they approach these gatekeepers, as IT staff often have a higher level of authority in these matters.

5. Personal Assistants to Executives  

Personal assistants are directly responsible for managing the schedules and communications of high-level executives. These gatekeepers often have significant control over which sales calls get through to decision makers.

It’s important for sales professionals to be respectful and clear about their intentions when dealing with personal assistants, as they hold considerable power over access.

6. Self-Imposed Gatekeepers  

Some gatekeepers are self-imposed, meaning that they aren’t officially part of the organization’s structure but play a role in protecting the decision maker’s time.

These could be a senior staff member who takes it upon themselves to screen calls or even colleagues within the company who control access for their own reasons.

Regardless of their official title, these individuals still influence the sales process and can be an important hurdle to overcome.

How Gatekeepers Impact the B2B Sales Process

1. Gatekeepers Control Access to Decision Makers:  

 - Gatekeepers are the first line of defense between sales reps and decision makers.  

 - They decide which calls or messages get passed through to key decision makers, significantly affecting a sales team's success.

2. Gatekeepers provide Valuable Insights:  

 - Interacting with gatekeepers can offer important information about a company’s needs and priorities.  

 - By engaging gatekeepers effectively, sales reps can gather useful details that help tailor their pitch to decision makers.

3. Strategic Communication with Gatekeepers is Key:  

 - Sales reps must develop strategies to build rapport and establish credibility with gatekeepers.  

 - A good relationship increases the likelihood of getting past them and reaching the right decision maker.

4. Cold Calling can be Challenging but Rewarding:  

 - Gatekeepers often screen cold calls, but by being specific and clear about how the solution meets company needs, sales reps can improve their chances of getting through.  

 - This targeted approach helps decision makers see the value of the offer without feeling overwhelmed by irrelevant information.

5. A Personal Touch increases Success Rates:  

 - Building trust and showing genuine interest in the company’s goals can lead to better interactions with gatekeepers.  

 - Sales reps who approach gatekeepers with respect and professionalism are more likely to gain access to the decision maker.

10 Tips to Get Past Gatekeepers

Navigating past gatekeepers is a crucial step in any B2B sales process. By using the right strategies, you can effectively build rapport, demonstrate value, and increase your chances of reaching decision-makers.

Here are 10 actionable tips to help you get past gatekeepers while maintaining professionalism and respect:

1. Be Respectful and Professional  

It's important to approach every gatekeeper with respect and professionalism. When you're polite and courteous, you're more likely to create a positive interaction that leads to success.

• Always maintain a professional tone.  
• Avoid rushing or sounding impatient—gatekeepers will respond better to a calm demeanor.  
• Using formal titles like "Mr." or "Ms." can set a respectful tone from the start.

2. Build Genuine Rapport  

Building a genuine connection with the gatekeeper can make a big difference. A rapport not only makes the conversation smoother but can also increase your chances of reaching the decision-maker.  

• Start with friendly greetings to break the ice.  
• Engage in small talk that shows you're genuinely interested in the gatekeeper's role.  
• Show that you appreciate their position and the work they do.

3. Use the Gatekeeper’s Name  

Personalizing the conversation by using the gatekeeper's name can help you build rapport faster. It shows you’re paying attention and treating them as an individual, not just as a barrier.  

• Take note of their name when they introduce themselves.  
• Use their name naturally during the conversation to build a personal connection.  
• Acknowledge their importance in the process, reinforcing the value of their role.

4. State Your Purpose Clearly and Confidently  

A clear and confident approach can help the gatekeeper understand why you're calling and determine if it’s worth passing you to the decision-maker.  

• Avoid vague explanations and be direct about your purpose.  
• Highlight how your request can benefit the company or the decision-maker.  
• Speaking confidently lets the gatekeeper know you're serious and respectful of their time.

5. Avoid Sounding Like a Salesperson  

Gatekeepers are trained to screen salespeople, so it’s important to avoid using a typical sales pitch. Instead, present your reason for reaching out in a way that doesn’t immediately raise any red flags.  

• Don’t lead with a hard sell; focus on offering value instead.  
• Use language that feels like an inquiry rather than a sales pitch.  
• Make it clear that your goal is to help or provide a solution, not to sell.

6. Ask for Help Instead of Demanding Access  

People are more likely to assist if you approach them as if you need help. Gatekeepers may be more open to letting you speak with the decision-maker if you don’t come across as demanding.  

• Phrase your request in a way that implies you're seeking assistance: "Can you help me connect with the right person?"  
• This makes the gatekeeper feel valued as part of the process.  
• Always express gratitude for their time and help.

7. Provide a Compelling Reason to Connect with the Decision-Maker  

Offering a clear and compelling reason to connect with the decision-maker can motivate the gatekeeper to forward you. Make sure the gatekeeper understands why the conversation is important and relevant.  

• Be specific about how your solution can help the company or solve a problem.  
• Keep the message concise and focused on the benefits to the decision-maker.  
• Avoid overwhelming them with too much information upfront.

8. Call at Off-Peak Hours  

Timing can play a crucial role in whether or not you get through. Calling during off-peak hours ensures the gatekeeper is not rushed and is more likely to engage with you.  

• Try calling early in the morning or later in the afternoon when the office is quieter.  
• Avoid peak hours when gatekeepers may be overwhelmed with calls.  
• If the gatekeeper is too busy, follow up at a less hectic time.

9. Use Referrals to Your Advantage  

Referrals can be a powerful tool to increase your credibility and improve your chances of getting through. If a mutual connection vouches for you, the gatekeeper is more likely to let you speak with the decision-maker.  

• Mention a trusted mutual contact early in your conversation.  
• Ensure the referral is relevant and respected by the gatekeeper.  
• Keep the mention brief but effective, showing that you have a trusted connection.

10. Follow Up Strategically and Politely  

If you're not successful on the first attempt, don't give up. A polite follow-up shows persistence, but make sure to space it out and be respectful of the gatekeeper's time.  

• Send a polite follow-up email or call back at a different time.  
• Refer to your initial conversation to help jog their memory.  
• Keep the tone professional and express your continued interest in helping.

By following these tips, you can significantly improve your chances of getting past gatekeepers. It’s about being respectful, clear, and offering value rather than just making a sales pitch. Each interaction should be treated as an opportunity to build a relationship, not just a means to an end.

Common Mistakes to Avoid with Gatekeepers

Interacting with gatekeepers is a crucial part of the B2B sales process. Mistakes during this interaction can significantly impact your ability to reach the decision maker. Below are the common mistakes that sales reps make when engaging with gatekeepers and how to avoid them.

1. Underestimating the Gatekeeper’s Influence  

Gatekeepers often have more authority than many sales reps realize. Underestimating their role can cost you valuable opportunities.

They are responsible for filtering out irrelevant calls and ensuring that only the right calls reach the decision maker.

If you treat them as unimportant, you risk damaging your chances of gaining access to the person who controls the purchasing decision.

• Respect their authority: Acknowledge the gatekeeper’s role in the sales process.
• Be polite and courteous: A respectful attitude can go a long way in building rapport with gatekeepers.

2. Trying to Bypass Them Secretly  

Trying to bypass gatekeepers by using deceptive tactics, such as pretending to be someone else, will almost always backfire.

Most gatekeepers are trained to detect such attempts and report them, damaging your reputation.

Trying to get around gatekeepers secretly shows disrespect and can make it harder to reach the decision maker in the future.

• Be transparent: Clearly state your purpose and intent when speaking with a gatekeeper.
• Don’t deceive: Attempting to bypass them can ruin your credibility.

3. Offering Excessive Information or Oversharing  

While it's important to provide the gatekeeper with enough information to pass you through, sharing too many details can raise red flags.

Gatekeepers are trained to assess whether your call is relevant or not. Oversharing can make them suspicious and lead them to dismiss you immediately.

• Stick to the essentials: Provide just enough information to pique their interest.
• Avoid overwhelming them: Gatekeepers appreciate brevity and clarity in communication.

4. Sounding Scripted or Robotic

One of the quickest ways to lose the gatekeeper’s attention is to sound like you're reading from a script.

Gatekeepers can tell when you're not being genuine, and a robotic tone can make them disengage.

Building rapport and sounding natural will increase your chances of a successful conversation.

• Be conversational: Speak naturally and avoid sounding like you're reading from a script.
• Engage them: A real conversation feels more authentic and builds trust.

5. Being Dishonest About Your Intentions  

Dishonesty is one of the fastest ways to lose the gatekeeper’s trust. If you're not honest about your purpose or pretend to be someone you're not, it will damage your chances of getting through to the decision maker.

Gatekeepers value transparency and are skilled at identifying dishonesty.

• Always be truthful: Clearly communicate the reason for your call.
• Don’t mislead: False information can harm your credibility and success rate.

6. Ignoring Feedback or Cues from the Gatekeeper  

Gatekeepers often give subtle cues or feedback about the best time to call back or who else you could speak to.

Ignoring these cues shows that you're not listening, which can make it harder to build a connection.

Pay attention to what the gatekeeper is saying, and be open to adjusting your approach based on their feedback.

• Listen carefully: Pay attention to hints and cues that the gatekeeper provides.
• Adapt your strategy: Be flexible in your approach, whether it’s calling back at a better time or trying a different angle.

By avoiding these common mistakes, you'll significantly improve your chances of effectively engaging with gatekeepers and ultimately reaching decision makers.

Always maintain a respectful and honest approach, listen actively, and be strategic in your interactions.

Challenges Sales Reps Face with Gatekeepers

Sales reps face several challenges when trying to get past gatekeepers to reach the right decision maker.

These gatekeepers are responsible for screening calls and ensuring that only the most important interactions are passed through. Below are some common challenges and practical solutions:

1. Difficulty Gaining Trust and Credibility  

Sales reps struggle to earn the trust of gatekeepers, making it tough to connect with the decision maker's name. Gatekeepers are trained to protect key individuals and filter calls.  

Solution:

Build rapport, show genuine interest, and offer a clear value proposition. Avoid oversharing too soon and keep the conversation professional.

2. Limited Time to Engage with Gatekeepers  

With limited time, it’s hard for sales reps to build rapport or explain their purpose effectively.  

Solution:

Be direct, clear, and respectful. Keep the conversation concise while making sure to build a connection without sounding robotic.

3. Gatekeepers Who Are Too Protective of Decision-Makers  

Some gatekeepers are overly protective, making it difficult to get past them.  

Solution:

Respect their role, present your case professionally, and highlight the benefits your service offers. Mention a mutual connection or company name they recognize to help break the barrier.

Each sales rep must be equipped with effective strategies to engage gatekeepers, ensuring they can smoothly transition to the decision maker.

4. Lack of Clear Communication Channels  

Without direct communication with decision makers, sales reps rely on gatekeepers who may not have full information.  

Solution:

Use company websites or tools to identify direct channels. A cold call script can help you navigate these challenges.

5. Facing Rejection or Reluctance to Share Information  

Gatekeepers often reject sales reps or are reluctant to share information. Understanding the gatekeeper's pain points is crucial for sales reps to tailor their approach and present solutions that resonate with both the gatekeeper and the decision maker.

Solution:

Stay polite, calm, and professional. Use these opportunities to offer simple solutions and ask for advice. Align your cold call script to address their concerns.

Preparing for a sales call requires not just a strong pitch, but also a deep understanding of the gatekeeper's role in filtering out irrelevant calls.

6. Managing High Volumes of Screening Calls  

Dealing with a high volume of calls can lead to burnout and missed opportunities. Effective communication with gatekeepers can help your sales team streamline their approach, ensuring that only qualified leads reach the decision makers.

Solution:

Streamline the process with adaptable gatekeeper scripts. Prioritize calls with a higher likelihood of success and always follow up with a good word from previous calls.

Conclusion

In conclusion, overcoming gatekeepers requires trust, effective communication, and respect for their role. Sales reps should avoid bypassing gatekeepers and instead focus on building rapport and using tailored gatekeeper scripts.

By reaching the right person and maintaining a professional approach, reps can improve their sales process and success rate. Consistent follow-ups and a respectful attitude will help build connections with decision makers, ultimately driving more business.

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