Dealing with gatekeepers who guard decision-makers' schedules. How can you break through to secure a meeting?

Gatekeepers can be a formidable barrier! To break through and secure a meeting, I "Build Rapport" with them. I start by acknowledging their importance as a guardian of the decision-maker's time. I show genuine interest in their role, ask about their day, and find common ground. By establishing a connection, I gain their trust and willingness to assist. I then clearly articulate the value proposition and reason for the meeting, ensuring they understand the benefit to the decision-maker. With rapport built, gatekeepers often become allies, helping me secure a meeting and even providing valuable insights into the decision-maker's needs. Remember, gatekeepers hold the keys, build rapport and they'll unlock the door!

I find that building rapport is helped by being consistent in your communication, as in don't let too much time go in between reach outs. But also be aware that many "gatekeepers" are people that get annoyed easily if they think you are wasting their time. Get to know them as best as you can, especially with face to face meetings. I find that "gatekeepers" that seem prickly over email or telephone can be quite friendly when you are face to face with them. Also everyone has motivations! What are the goals driving them and help them meet those goals. Then they will see that you are on their side.

When approaching, talk and try to understand whether your product or service would be important to the company. After checking the contributions that the company will receive with its services or products, put these arguments to this person and they will definitely schedule your meeting with the decision maker.

In my experience, building rapport is more than just being friendly—it's about understanding and respecting the gatekeeper's role. I always strive to find common ground, whether it's through shared interests, mutual connections, or simply acknowledging the important work they do. By treating them as a key partner in the process, rather than just a barrier to get through, I’ve found that doors open more naturally.

When encountering gate keepers, I treat them as very important because I have learned that many sales people try to bulldoze through them. Instead, I acknowledge how important they are and it starts by getting and using their name. I make a note of it so that next time I call, instead of asking for their boss, I open the call by greeting them by name and recalling something we spoke of last time.

They don't call them gatekeepers for no reason, they hold the keys to accessing their boss. They know what meetings their bosses go to, who they work with in the business, what they care about in the business. Realizing this, you can help the gatekeeper look like a rockstar by helping them look good in front of their boss by asking them what they are seeing as most important and aligning that to what you offer if it applies.

When trying to secure a meeting, I focus on what I can offer that’s truly valuable to the decision-maker. This could be a unique insight, a solution to a known challenge, or even a fresh perspective on an ongoing project. My goal is to demonstrate that taking the time to meet with me will be worth their while, not just for the short term but for long-term success as well.

Before doing any cold calls, you need to study the market and understand which offer suits the best for them. Every sector is different, but remember that people and companies want: 1. More money 2. More time 3. Higher status If your offer is based on, at least, one of them, you are one step further in the conversation. Second, don't cold call every people in the planet, but focus your effort on those that can convert better based on your experience!

Persistence is key, but it’s important to approach it thoughtfully. I’ve learned to be persistent without being pushy—by varying my follow-up methods and timing, and always being respectful of the gatekeeper’s time. Persistence, when done right, shows commitment and seriousness, which can often be the factor that gets you noticed.

One approach I like to take with guarded gatekeepers is to ask them if I can share info with them to relay to their boss. Once they agree, I then ask them if it is ok if I follow up with them afterwards for an update. Nearly every time they go along with this because they are maintaining control. Upon the agreed follow up time, you follow-up to hold them accountable in a respectful manner. They either did or did not relay the info. If they had not, this follow-up will then nudge them to do so and they appreciate the professionalism.

Timing is key, you can try to plan and strategise about when is best to call but at the end of the day you cannot predict what is happening at the other end of a phone. The gatekeeper may just be having a bad day or in a stressful situation this is where listening whilst using you instincts and senses is key, If you sense there’s other things happening- express you appreciate of this, get their name and ask ‘whens best to call back’- this will get you miles of leverage when you call back!

Timing can make or break your efforts to secure a meeting. I pay close attention to industry cycles, company news, and even the decision-maker's schedule if I can find that information. Understanding when they might be more open to discussions—whether it’s post-quarterly earnings, during a new initiative, or after a major project launch—has been crucial in my success.

No need to guess on when is the best time, just ask them because they have direct visibility into the calendar and know things that are not yet on there. The key is to follow and respect that timing guidance. The last thing you want to do is violate it because that is a sure fire way to get on their naughty list.

There are two types of timing: - Generic timing (when you should call) - Specific timing (when you should call someone that give you a specific time to call) Both are very important because if you miss out with the timing you are loosing chance of selling your product or service and calling again is not always easy. Let's say you are calling at the wrong time and person X pick up the phone and tells you "call me later at 2pm, I'm busy rn" When you call later, if you miss the timing he gave you, you're fuc**d. You have missed your shot twice, so better move on with the next prospect and don't miss it again

The key is using the "Relationship Referral Process" where the decision maker is expecting your call. One of your key network connections has set up the introduction, because they have a strong relationship with the decision maker. Build strong powerful Networks "Who influences the people you want to influence?" It has worked for me over the years.

Referrals have been a game-changer for me in breaking through to decision-makers. By cultivating relationships with individuals who have access to or influence over these decision-makers, I’ve been able to secure introductions that carry more weight than a cold outreach ever could. When a referral vouches for you, it instantly adds credibility and often leads to quicker responses.

If you get a referral from someone within the company, be sure to lead with and include the reason why so that it is easier for them to pass you through. Last thing on referrals is that gate keepers can also provide great referrals of other leaders to reach out. Sometimes we think we know what is relevant for a contact but after sharing it with their gatekeeper, it may fall in another leaders area so they will point you in that direction.

Flexibility is essential in this process. What works for one gatekeeper might not work for another, and sometimes, you need to pivot your strategy. I’ve learned to read the situation and adapt—whether it’s changing my communication style, tweaking the value proposition, or trying a different channel of outreach. Being adaptable not only helps in getting past gatekeepers but also in building a stronger, more personalized connection with them.

Talk to them normally. Be in the right mindset. Are you just calling to push a product? Or are you really invested in your industry? Do you see yourself as on the same level as them or do you feel like you have to win them over? If you are invested in your business, see yourself as on the same level and believe you are worthy of having the conversation, it will come across. Assume that they will put you through Adjust tone accordingly. High paced business, finance, etc. be to the point, hurry and ask who handles that department. Relaxed industry, be more relaxed. It helps if you have worked the admin end yourself, just put yourself in that place. They are human beings like you. Its just another conversation Be Genuine. Be Honest