That dehumanizes them
Posted: Tue Dec 17, 2024 6:40 am
As one account executive said, “Gatekeepers are human and are charged with protecting their executives’ time. So, if you waste time… unfortunately you won’t get past the gatekeeper and you’ll have to resort to aggressive, sales tactics to get around the gatekeeper.”
However, “gatekeepers can be extremely valuable if you win them over and align with them rather than ‘getting around’ or ‘bypassing’ them. This is one area where a modern vendor can differentiate itself from a legacy vendor.”
That's all well and good. But how does it align with the gatekeeper?
“Don’t treat them like a gatekeeper. . Treat them like you would treat the CEO you’re trying to reach. After all… that CEO trusts and probably already has a close relationship with that gatekeeper.”
Who is beyond the gatekeeper?
Getting past the gatekeeper doesn't guarantee a sale, and in some cases, you might be connecting with the wrong person. Here's a closer look at the different types of prospects a gatekeeper might connect you with.
The decision maker
This is typically the C-suite; the person who signs the check, reallocates it directors managers email lists the budget on their own, and says “yes” without consulting anyone; in some cases, they may even conduct independent research on the solutions they are considering.
Often, the decision maker will delegate the sales process to another type of prospect, the “influencer,” until they are further along. In this case, work with the influencer, but keep the decision maker informed. Show that you are happy to work with their team, but communicate with them regularly.
The Influencer
The influencer is traditionally a junior-level employee who is asked to research options before they are reported to their superior. They do not have the budget or authority to make a final decision, but they do have the power to influence the decision-maker.
The influencer is typically your main point of contact in the company and will engage the right stakeholders (such as finance or IT) throughout the sales process.
To find out how much power your influencer really has, ask questions like, “Have you done this before?”, “Are you sure the decision-maker will follow your recommendation?” or “Is there anyone on your team who can hijack our conversations?”
The answers to these questions tell you how experienced your influencer is in presenting solutions to the decision maker and tell you how much help you will need to offer throughout the process.
However, “gatekeepers can be extremely valuable if you win them over and align with them rather than ‘getting around’ or ‘bypassing’ them. This is one area where a modern vendor can differentiate itself from a legacy vendor.”
That's all well and good. But how does it align with the gatekeeper?
“Don’t treat them like a gatekeeper. . Treat them like you would treat the CEO you’re trying to reach. After all… that CEO trusts and probably already has a close relationship with that gatekeeper.”
Who is beyond the gatekeeper?
Getting past the gatekeeper doesn't guarantee a sale, and in some cases, you might be connecting with the wrong person. Here's a closer look at the different types of prospects a gatekeeper might connect you with.
The decision maker
This is typically the C-suite; the person who signs the check, reallocates it directors managers email lists the budget on their own, and says “yes” without consulting anyone; in some cases, they may even conduct independent research on the solutions they are considering.
Often, the decision maker will delegate the sales process to another type of prospect, the “influencer,” until they are further along. In this case, work with the influencer, but keep the decision maker informed. Show that you are happy to work with their team, but communicate with them regularly.
The Influencer
The influencer is traditionally a junior-level employee who is asked to research options before they are reported to their superior. They do not have the budget or authority to make a final decision, but they do have the power to influence the decision-maker.
The influencer is typically your main point of contact in the company and will engage the right stakeholders (such as finance or IT) throughout the sales process.
To find out how much power your influencer really has, ask questions like, “Have you done this before?”, “Are you sure the decision-maker will follow your recommendation?” or “Is there anyone on your team who can hijack our conversations?”
The answers to these questions tell you how experienced your influencer is in presenting solutions to the decision maker and tell you how much help you will need to offer throughout the process.