Getting Past the Executive Gatekeeper
Getting Past the Executive Gatekeeper
Research the Issues
You know you must do your research before you even think about contacting a new prospect. Your goal is to create an opening statement that will grab the executive’s attention. However, don’t overlook doing the same for the gatekeeper who is more likely to answer.
In doing your research, one of the key things to look for is something that will cause the gatekeeper to say, “Mr. Executive needs to speak with this person!” To accomplish this, learn more about the company as a whole and the executive’s area of responsibility by performing more effective research.
1. Identify compelling business issues that the executive, or his competitors, may be facing and that you have solved for other clients
2. Determine business priorities the executive may have in common with other clients you work with
3. Look for business opinions the executive has expressed that are in line with your company
4. Seek out people you might both know; someone you can reference or who might offer you a referral to the executive
Use this information to create a powerful opening statement that will differentiate your message to both the executive and the gatekeeper. Include:
1. The business issue or priority you suspect
2. Financial results you can provide
3. A reference or referral that adds credibility
The Gatekeeper is the Executive
Once your research is complete, and you begin to establish contact with a company, you will likely encounter one of two types of gatekeepers to the executive: an executive assistant or receptionist, who has been charged with the responsibility of keeping people from wasting the executive’s time.
When confronting these gatekeepers, make it apparent that you’ve done your research by using your well devised and differentiating opening statement – exactly as if you were speaking directly with the executive himself.
An executive assistant is often very knowledgeable and will understand the importance of your message if you have hit on an issue or priority the executive – or the organization – cares about. Ask for the assistant’s help in identifying the right person to speak with. If the executive is the right person, ask for their help in setting an appointment. The assistant will grant you an appointment – if he or she feels it will be of value to the executive based on the priorities the executive is focused on. Or, the assistant may refer you to another contact in the organization with those priorities. Either way, you’re in the door!
The receptionist may also be able to refer you to the appropriate contacts after hearing your opening statement, provide the executive’s email address, or give you insights into the best times to reach the executive. You may choose to seek out the receptionist to gather this information while also gaining access to other contacts.
As you gain access, follow up to thank gatekeepers for their assistance. Be friendly and appreciative each time you speak with the receptionist. As you navigate the organization either at the executive’s or the assistant’s recommendation, update both on your progress and next steps to build your relationship.
Treat both types of gatekeepers with respect and professionalism and the assistant and receptionist will facilitate, rather than block, your entrance to the executive and the organization.
Getting Past the Executive Gatekeeper - To learn more about this author, visit 's Website.
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Some sellers fail miserably when trying to gain access to a company executive. Unfortunately, rather than taking the time to develop a strategy, they smile and dial, hoping their canned pitch will be enough to get an appointment. This strategy doesn’t get many sellers past today’s sophisticated executive gatekeepers, and many aren’t willing to give a seller a second chance. It’s imperative for sellers to take full advantage of what could be their golden opportunity to gain access to a key contact.
Research the Issues
You know you must do your research before you even think about contacting a new prospect. Your goal is to create an opening statement that will grab the executive’s attention. However, don’t overlook doing the same for the gatekeeper who is more likely to answer.
In doing your research, one of the key things to look for is something that will cause the gatekeeper to say, “Mr. Executive needs to speak with this person!” To accomplish this, learn more about the company as a whole and the executive’s area of responsibility by performing more effective research.
1. Identify compelling business issues that the executive, or his competitors, may be facing and that you have solved for other clients
2. Determine business priorities the executive may have in common with other clients you work with
3. Look for business opinions the executive has expressed that are in line with your company
4. Seek out people you might both know; someone you can reference or who might offer you a referral to the executive
Use this information to create a powerful opening statement that will differentiate your message to both the executive and the gatekeeper. Include:
1. The business issue or priority you suspect
2. Financial results you can provide
3. A reference or referral that adds credibility
The Gatekeeper is the Executive
Once your research is complete, and you begin to establish contact with a company, you will likely encounter one of two types of gatekeepers to the executive: an executive assistant or receptionist, who has been charged with the responsibility of keeping people from wasting the executive’s time.
When confronting these gatekeepers, make it apparent that you’ve done your research by using your well devised and differentiating opening statement – exactly as if you were speaking directly with the executive himself.
An executive assistant is often very knowledgeable and will understand the importance of your message if you have hit on an issue or priority the executive – or the organization – cares about. Ask for the assistant’s help in identifying the right person to speak with. If the executive is the right person, ask for their help in setting an appointment. The assistant will grant you an appointment – if he or she feels it will be of value to the executive based on the priorities the executive is focused on. Or, the assistant may refer you to another contact in the organization with those priorities. Either way, you’re in the door!
The receptionist may also be able to refer you to the appropriate contacts after hearing your opening statement, provide the executive’s email address, or give you insights into the best times to reach the executive. You may choose to seek out the receptionist to gather this information while also gaining access to other contacts.
As you gain access, follow up to thank gatekeepers for their assistance. Be friendly and appreciative each time you speak with the receptionist. As you navigate the organization either at the executive’s or the assistant’s recommendation, update both on your progress and next steps to build your relationship.
Treat both types of gatekeepers with respect and professionalism and the assistant and receptionist will facilitate, rather than block, your entrance to the executive and the organization.
Getting Past the Executive Gatekeeper - To learn more about this author, visit 's Website.
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Dianne CramptonDianne Crampton is an executive leadership coach, team culture consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. Dianne's contribution to the 2010 Pfeiffer Consulting Journal (an imprint of John Wiley and Sons Publishers) entitled TIGERS Hearted Teams is available in November 2009. Her new book TIGERS Among Us: 5 Winning Business Team Cultures And Why, Three Creeks Publishing will release in March 2010. To receive publishing discounts, subscribe to the free TigerTracks Newsletter here. - Visit Dianne Crampton's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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