A gatekeeper is a guardian of access in the sales process. They determine whether a salesperson gets to present their pitch to a decision-maker or not. Understanding and navigating through gatekeepers is key for sales success.
What is a Gatekeeper?
A gatekeeper controls access to decision-makers within an organization. They could be a receptionist, an administrative assistant, or a manager.
Their role may be formal or informal. If it is formal, they may be your initial point of contact (PoC) - and communications may follow Standard Operations Procedures. If it is informal, you will have to identify the gatekeeper and establish communications with them yourself.
A gatekeeper’s role is to filter out unwanted or irrelevant solicitations. This helps make sure that key decision-makers are only approached with valuable opportunities.
The Role of a Gatekeeper in Sales
The gatekeeper’s classic responsibility is to protect the time and interests of senior executives, ensuring they're not disturbed unnecessarily. This can mean declining sales calls, filtering emails, or determining the importance of in-person meetings.
A gatekeeper can also have a degree of independent decision-making power. They often have the ability to approve or decline low-level purchases. They may also have influence over the way decision-makers see offers and opportunities internally.
Importance of Navigating Gatekeepers
For sales representatives, the gatekeeper is often the first point of contact. Bypassing or building a rapport with them can be the difference between a successful pitch or a missed opportunity.
Given their influential position, understanding how to navigate the gatekeeper's screening process is vital. This doesn't necessarily mean manipulation. It should rather entail genuine relationship building, respect, and understanding.
Common Misconceptions about Gatekeepers
There are several myths surrounding gatekeepers. One of the most prevalent is that they are obstacles that seek to slow down sales. They are a barrier to building sales pipeline - or so common thinking goes.
In reality, gatekeepers perform an essential organizational function, protecting a company's interests. If you want to succeed in sales, you have to cooperate with - not resist - them.
Another misconception is that gatekeepers lack decision-making power. While they might not have the final say, their influence regarding who gets access to decision-makers is strong. They may also be able to veto decisions made by decision-makers.
Winning gatekeepers over can help close sales and reduce friction. Meanwhile, disregarding them as mere stepping stones can be a costly mistake for sales professionals.
Building Relationships with Gatekeepers
Successful sales reps understand the importance of building genuine relationships with gatekeepers. This involves respecting their role, being transparent about intentions, and being patient. Effective communication, active listening, and empathy can go a long way.
Over time, a positive relationship with a gatekeeper can lead to easier access to decision-makers. It can also lead to faster response times and give valuable insights about organizations.
Gatekeepers in Different Industries
The role and prominence of gatekeepers can vary across industries. In the tech industry, gatekeepers include managers or team leads who decide whether pitches are relevant. It can also include rank-and-file employees who pitch products to their superiors on your behalf.
In small businesses, a physical administrator or secretary is often the gatekeeper. This person may benefit from your product or service - or fear its purchase and adoption. Understanding their needs goes a long way to facilitating sales processes.
Understanding the unique nuances of gatekeepers in specific industries is important. It can do a lot to equip sales representatives with tailored strategies that help close deals.
