How to get past the gatekeeper

The gatekeeper is not an obstacle, but a passage

The receptionist or the personal assistant is there to protect the decision-maker's time, and that is exactly their job. So there is no point in getting annoyed or trying to force your way past. It is better to see the gatekeeper as a signpost: someone who can point you to the right person, as long as you make clear that you have something valuable to offer. Your goal in this conversation is therefore modest but clear. You do not have to sell anything yet and you do not need to get your story out, you only want to know who you should reach and how to get to them.

Keep in mind that you are just as important as the person you are calling. You are not calling to get something done, but to bring something that helps the organisation move forward. That attitude comes through in your voice, and it makes a gatekeeper more likely to take you seriously and put you through.

Two kinds of gatekeepers, two approaches

In practice you come across two types, and it helps to adjust your tone accordingly. The receptionist or switchboard operator mainly connects calls and judges in a few seconds whether you are worth the effort. With them you keep it short, friendly and businesslike. A personal assistant or secretary protects the decision-maker's agenda more actively and wants to understand first what it is about. With them you may explain a little more about why the conversation is worthwhile. In both cases the rule is that you do not deliver your whole pitch, but you do make clear that this is a topic that directly concerns the decision-maker.

The objections and what you say

"Just send an email."

An email seems like the easiest way out for the gatekeeper, but in practice a message like that often disappears unread into a full inbox. So calmly ask what information should go into it, which shows that you take it seriously. Then explain that a short two-minute phone follow-up will get you both to the heart of the matter faster than a long email that gets left behind. That way you keep control without slamming the door shut.

"Why do you want to speak to him or her?"

This is not a rejection but a genuine question that helps them filter. So give a short, professional answer in which you name the added value without disappearing into detail. Explain that it is about the organisation's digital security, and that this topic is best discussed directly with the person responsible. That makes clear that the conversation belongs at the right level.

"We are not allowed to put people through."

Many organisations have a policy for this, so do not hold it against the gatekeeper. Go along with it and ask for an alternative: on which direct number can you reach the decision-maker, or how is it best to approach him or her? By not pushing but looking for a practical route together, you stay friendly and still move a step closer.

"He is not available by phone."

Behind this answer there is often an automatic reflex, and you can calmly probe further. Ask whether the decision-maker is unavailable right now or also later, and above all how it can be done. Is there a fixed moment in the week, or another way to get in touch? That way you turn a closed answer into a concrete next step.

"Have you spoken to him before?"

The gatekeeper wants to know whether there is already a relationship, because that makes putting you through easier. Be honest that you have not spoken to him directly, but explain that the topic came up through a comparable organisation and that it could be worthwhile for this organisation too. That way you give a credible reason without suggesting a relationship that does not exist.

"Are you trying to sell something?"

This question is a test, and your answer often determines whether you get any further. Make clear that you are not looking for a sales conversation but want to schedule a meeting, and that you are coming to bring something rather than to take something. By putting the emphasis on value instead of selling, you take away the resistance the question raises.

The common thread

With the gatekeeper the same attitude always applies: short, friendly and decisive. You do not have to win an argument and you do not need to convince anyone, you only want to get further to the right person. Every objection is less a no than a request for clarity, and precisely by calmly probing further you often still reach the place where you want to be. Once you have the decision-maker on the line, the game changes and you can really start the conversation. For that, read objections when booking a meeting. The full set of scripts, with the approach per type of gatekeeper, is in the Partner Sales Playbook.

Related on partnership

How to easily book a meeting · How to sell security awareness to your customers · 2LRN4 partner programme

FAQ

What is your goal in a conversation with the gatekeeper?

Getting to the right person, not selling. Keep it short and professional and save your detailed story for the decision-maker. The gatekeeper protects the decision-maker's time, so show that you are bringing something valuable.

Should you do your pitch with the gatekeeper?

No. Doing your whole pitch with the gatekeeper backfires. Only explain briefly why the conversation is valuable and that it belongs with the person responsible, and ask how best to reach them.

What do you do if the gatekeeper will not put you through?

Go along with it and ask for a direct number or another way to reach the decision-maker. Stay friendly and decisive; you do not want to win an argument, you want to get further.