In Fanatical Prospecting Chapter 17, Jeb Blount shines a light on a group of professionals who can make or break your prospecting efforts—gatekeepers. These are the administrative assistants, receptionists, and office managers who protect decision-makers from unnecessary interruptions. While they might seem like daunting obstacles, Blount emphasizes that gatekeepers can become your greatest allies when you approach them with respect and genuine collaboration.
Gatekeepers are professionals tasked with managing and filtering the calls and emails that reach key decision-makers. If you view them as mere roadblocks, you’ll likely find your calls consistently blocked or diverted. However, when you see them as valuable partners, you’ll discover they hold the keys to the access you need.
Position of Power
Gatekeepers know the decision-maker’s schedule, challenges, and preferences better than almost anyone else.
Potential Allies
When they trust you, they can expedite your request and provide insights that can give you a significant advantage.
Bridge to the Decision-Maker
A positive relationship with the gatekeeper often translates into a smoother, more direct path to the top.
1. Respect Their Role
Gatekeepers are professionals, not just “call screeners.” Show them the same courtesy and respect you would the CEO. By acknowledging the importance of their position and time, you convey professionalism and sincerity.
2. Be Transparent
Nothing damages trust faster than deception or half-truths. State clearly who you are, why you’re calling, and what you want to discuss. Gatekeepers appreciate honesty and will often connect you more readily if they believe you have a genuine, valuable purpose.
3. Engage in Meaningful Conversation
A gatekeeper’s job involves handling a high volume of calls. Making a personal connection—using their name, expressing genuine appreciation, or showing interest in their role—can set you apart from the sea of impersonal calls they receive daily.
4. Keep It Brief and Professional
While rapport-building is essential, remember that they’re busy, too. Respect their time by being concise. A clear, succinct request that highlights the benefit to the organization is far more effective than a long-winded pitch.
5. Offer Value
Make it clear how your solution or conversation will benefit the decision-maker or the organization. Gatekeepers are protective of their bosses’ time, so they need a solid reason to pass your message along.
Common Mistakes to Avoid
Being Dismissive: Belittling or ignoring a gatekeeper’s role ensures you’ll get blocked.
Overloading Them with Information: Avoid overwhelming them; too many details can muddy the purpose of your call.
Using Deceptive Tactics: Lying, exaggerating, or pretending to be someone else is a fast track to burning bridges.
Learn Their Name
It’s a small gesture with a big impact—using someone’s name throughout the conversation personalizes the interaction.
Understand Their Perspective
Gatekeepers often field countless calls. A little empathy goes a long way. Show that you respect their responsibilities.
Position Yourself as a Helper, Not a Seller
Whenever possible, highlight how your solution addresses the decision-maker’s challenges. This positions you as someone who solves problems, not just another salesperson.
Be Persistent but Polite
You won’t always get through on the first call. Polite follow-up, coupled with consistency, demonstrates genuine interest without coming across as pushy.
Use Positive Assumptions
Assume the gatekeeper will help you. This mindset keeps you confident and courteous during each interaction.
A salesperson struggling to reach high-level executives was continually screened out by gatekeepers. They shifted their approach by:
Within three months, their success rate in connecting with decision-makers increased by 40%. More conversations led to more opportunities and significantly boosted closed deals.
Gatekeepers Are Allies, Not Enemies
When you treat gatekeepers with respect and empathy, they’re more likely to open doors, not slam them shut.
Clarity Builds Trust
Honest, concise communication about your purpose earns both respect and cooperation.
Persistence Pays Off
Being consistently polite and persistent lays a foundation for trust over time.
Before your next outreach, ask yourself:
Am I showing gatekeepers the respect they deserve?
If not, how can you adjust your tone and approach?
How can I better build rapport with gatekeepers?
Consider using their name, expressing genuine curiosity about their role, or acknowledging their workload.
Am I transparent and clear about my intentions?
Remember, trust is hard to earn and easy to lose. Clarity is your ally.
By embracing the power of the gatekeeper’s role and building genuine, respectful relationships, you’ll find far fewer hurdles in your prospecting journey. Treat them well, and they just might become your biggest advocate in securing that all-important meeting with the decision-maker. In the fast-paced world of sales, Chapter 17 of Fanatical Prospecting underscores an often-overlooked truth: gatekeepers aren’t roadblocks but invaluable partners. Apply these insights to turn gatekeepers into champions for your cause—and watch your success rate soar.
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