“….And what is this call regarding?”

All salespeople who use the telephone to prospect will, at some point, be asked this question. Administrative assistants and receptionists have been dealing with salespeople on the telephone for decades. They know us when they hear us and they know what to do.

Today, it has become even more of a challenge with more salespeople are competing for fewer opportunities. Entire books and seminars have been created to provide tricks and tips to “get past”, “get around”, or even “outsmart” the gatekeeper. Guess what? They don’t work.

Why doesn’t it work to “trick” a gatekeeper into putting you through to their boss? Because nobody likes to be tricked, it‘s what they get paid for, and the deception will most certainly come back to bite you.

Think of why the term “gatekeeper” was coined in the first place. One of the most important functions of the people who support C-level decision-makers is to protect their time. Consider how many salespeople are trying to gain access to the same people you are. There is only so much time for the executives to talk with salespeople and it is the gatekeeper’s role to decide who should get it.

I like to think of gaining access to the decision-maker as the “American Idol” of cold-calling. The gatekeeper’s is the judge whose job it is to decide if what we have to offer is good enough to get to the next level. We simply won’t get to the finals unless we shine above the rest.

So here are five rules I follow to get through to my prospects more often:

1.    Use their name or ask for it if they have not given it in their greeting.
2.    Clearly state who you are and what company you are with and do it with confidence: make it a statement.
3.    Be ready to tell them why you are calling and make sure there is a powerful benefit to their boss or the organization.
4.    Before they transfer you to either voice mail or your prospect say thank you and mean it.
5.    Make note of their name for future calls and use it.

Instead of viewing this challenge as “getting past” the gatekeeper, work with them give them a compelling reason to put you through.

So how do you get the key to the gate?