Sales glossary

Gatekeeper: who they are and how to talk to them on a cold call

Gatekeeper: A person, often a receptionist or assistant, who controls access to the decision maker. Treating them with respect and honesty usually works best.

A gatekeeper is the person between your call and the person you want to reach: a receptionist, an office manager, an executive assistant, sometimes a switchboard. Part of their job is to protect someone else's time, and they are usually good at it.

Treat them as a colleague of the decision maker, because that is what they are. They often know the calendar, the priorities and who really handles your topic.

Why tricks backfire

Pretending to know the boss, staying vague about why you are calling or asking to be put through "about the invoice" may work once. Then the assistant remembers your name, and every later call gets harder. Assistants talk to their managers. Honesty is the approach that still works on the third call.

What gatekeepers want from you

Your name and company, said clearly at the start.
A reason for the call they can repeat to their manager in one sentence.
Respect for their judgement: if they say you have the wrong person, ask who the right one is.
A way to end the call quickly if it is not relevant.

Turning a gatekeeper into a guide

Ask for help rather than access. "Who usually looks after hiring for the sales team?" is easier to answer than "Can you put me through to the director?". If they send you elsewhere, thank them by name and mention who sent you when you call the next person.

Lines you can say on the phone

Hi, it's Tom from Brightline. I'm calling about how your team books service visits. Who would usually look after that?
I don't want to waste her time. When is she most likely to have five minutes?
Would it help if I sent you two lines to pass on, and called back on Thursday?
Thanks, Petra. I'll mention you sent me when I call him.

Common mistakes

Being friendly to the gatekeeper only until you get through, then forgetting them.
Hiding the reason for the call. They will ask, and a vague answer sounds like every sales pitch they have heard before.
Arguing when they say no, instead of asking who else you should speak to.

Related terms

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