Decision Makers - How To Avoid The Gatekeepers

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If you needed something or wanted to sell something to someone, would it be better to go through an intermediary or would it be better if you could talk with a decision maker directly?

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Okay, don't punch me on the (virtual) shoulder. The answer is obvious. However, many people feel more comfortable going to intermediaries first. In most cases, that's not the best use of your time.

In business, intermediaries are those such as executive assistants or mid-level managers and above. One of their jobs is to protect the decision makers from people who would like to ask decision-making questions. You know, like sales people.

If you're not in sales, hold on. If you've been a subscriber for awhile, you may have read me say, "Everyone is in sales." We just sell different things.

Why don't most people go directly to the decision maker? One reason:

INTIMIDATION. Here's how to conquer that. . .

Of course, if you've read my book on overcoming rejection, How To Take No For An Answer And Still Succeed,you'd also know that fear of rejection is the most likely culprit.

The intermediaries often see their jobs as gatekeepers. I'll suggest some ways to get right through or at least the most likely ways. It won't always work but it will always be worth it.

Contact the decision maker directly and first.

Q: But what if that makes him/her mad?

A: Even if it does, you might get through and accomplish your mission.

Here are three possible scenarios in attempting to get to the top directly:
He/she actually answers the phone and either buys from you or takes your offer under consideration.
You get a very able assistant who won't let you in.
You get to him/her eventually and get a resounding, NO!

You may have to do a little research first. The amount of time you take should be in direct proportion to the potential value of your outcome.

Be sure that you know the name of the person you're calling. It's amazing but some people ask for "the president" or the CEO but don't find out the name.

If it's a large company and you're calling the CEO, which you should feel free to do, call the main number. If you get a virtual response with prompts such as, "If you know your party's extension. . ." etc. Wait, just in case there is an employee directory. If there isn't, try 411. If that doesn't work, dial "0."

Once you get an operator, say that you've got to take another call but that you can't find (his/her name's) extension and ask for it. If you get it, great. Write it down and call back. If you can't dislodge it, then just say thanks and hang up.

If you didn't get the extension, call back and see if the prompts give you a clue as to extensions or departments. Call any one, when you get a live person (hopefully) explain that you must have the wrong extension. Ask them for your decision maker's extension. Use first and last name, not Mr. or Ms.

If, when you call the extension, you get a gatekeeper, say this, being firmly but casually; "This is ___, for (their first name only) please.

You might get right through. If asked what it's regarding, you can say one of two things, what it's about or, that it's a personal matter. The latter is true as it's personal between the two of you.

If you get through to the Big Cheese and you are then told to call down the line, it's still much better. When you call the employee that the boss told you to, you are coming from the top down and you'll get a much better reception.

If you are told in no in no uncertain terms, no. Continue on. Ask if he/she knows of any peers that they might suggest who might find value in your offer. Surprise! Sometimes, just to get rid of you, they'll give you a name AND number.

Regardless of the answer, do this, hardly anyone else will. Send that person a thank you card, thanking them for their time and hopefully, their order or whatever they've agreed to. If they said no or where even rude, do it anyway.

Several years ago, when I owned part of a multi-million dollar company complete with my own gatekeepers, a very determined ad specialties salesman finally got through to me. I was busy, tired of hearing from him and I'm afraid I was more rude than I should have been. I quickly ended the call saying we had no need for his stuff. A few days later I got a card. No sales pitch, just a thank you for at least taking his call. I was already feeling guilty for being so abrupt. That guy eventually got a nice order from me. And, it was a win-win. He had good products and they worked for us.

Here are some other quick tips:
Do a Google or other search, using the name of the person, their company and the area code for where the office is and this; "ext" You can also do variation of the search, using the full name, and terms like, member, club, charity, foundation, board member, etc. You may not get a direct number, but you might find out other interests he/she has and bring those up when you talk.

If this person is in your industry you probably know others who also know him/her. Ask around, request an introduction.

If you can't get through, write a letter on your letterhead. Mark it personal. Do a professional heading, and make the salutation familiar by writing, Dear (first name), I look forward to speaking with you next week. I'll phone promptly at 10:00 A.M. Once again, I appreciate your time. Be on the watch, you might get a direct call back from your intended or the gatekeeper. Be sure to call exactly on time. You might be pleasantly surprised.
Never lie. Don't say things like, "he's expecting my call." or, "We met before. . ." etc.
Go to http://www.robertringer.com and get his book, "To Be Or Not To Be Intimidated." It's full of AHAs!

Yes, you might not get through; you might even feel embarrassed if you get caught not

You'd be surprised how many times persistence is appreciated and acknowledged from the top. That's usually how they got to that position. Keep your awareness high enough to know when to stop, slow down or change tactics, but not too soon either.

Keep on keeping on. If your goals and ideals are worthy to you, you will. If they aren't. . .well, what do you think?

The beginning,

Tom

Decision Makers - How To Avoid The Gatekeepers

Tom Justin is the author of "How To Take No For An Answer And Still Succeed." He is also a speaker, strategist and intuitive consultant. For Tom's free report, "How To Use The Power Of No," visit tomjustin.com