Telemarketing Lead Generation Blog

Successful Lead Generation Tactic: Engage The Gatekeepers!

Posted on Jul 14, 2008 by Jon Plant, Program Director

In Melissa Joffrion’s recent blog entry, titled Lead Generation to C-Level Executives, she offers tips on how to effectively reach out to C-level Executives and other important decision makers. Melissa touches on the importance of gatekeepers and how you should keep them close during calling efforts. Below are a few things to remember when dealing with the often overlooked and underestimated gatekeeper.

One of the most common mistakes in telemarketing to c-levels is spending unproductive time trying to dodge or fool the gatekeeper. Instead, we recommend that you engage the gatekeeper.

Consider the role of the gatekeeper: he or she is responsible for limiting unnecessary, distracting, and potentially meaningless interruptions that may disrupt their boss’s productivity. And let’s face it, most telemarketing calls aimed at C-level Executives are usually uninvited. Therefore you need to focus on showing the gatekeeper that the content and message that you are communicating is worthy of scheduling a phone conversation, setting an appointment, sending an email, and/or accessing the voicemail of their boss. How do you do this?

• Build rapport. More than likely you will not get through to the executive decision-maker on the first try. Be likeable, friendly and polite. Just like the people you care to speak with on a daily basis (family, friends, etc.), you should treat the gatekeeper in the same manner.
• Show respect and be cooperative. Their time is just as valuable as their boss’s. They have a job just like you do. In many cases the gatekeeper will request an email outlining the reason(s) you’d like to speak with the executive. Make sure to have an email template created for this purpose. Be sure to focus your message on benefits, not buzz words. Being able to readily provide this information allows you to build some confidence with the gatekeeper, which is one of the first steps to winning her/him over in order to gain access to that executive.
• Ask for their advice. One of the most overlooked techniques is to ask the gatekeeper for advice on how to communicate with the executive. Simply asking questions like “In your experience, what’s the best way to schedule an appointment with Tom?” or “I’d really like to speak with Tom regarding IT infrastructure costs. Tell me…what’s the best way for me to get our message in front of him?” You can get great insight from the gatekeeper on what to put in your email, how to address the subject line and/or what to say on your voice mail.
• Be prepared to pitch. Make sure your “pitch” is sharp and thorough. If you can impress the gatekeeper then you should be given the opportunity to speak with the executive. The gatekeeper is trained to filter out the good opportunities from the bad ones. Focus your message on benefits, not features, and include “pain pushing” statements. Your goal should be to illustrate to the gatekeeper that there’s real benefit to putting you in front of their boss.

This mentality should always be present with any lead generation campaign that you are conducting. The important fact to remember is that in a lot of cases your product and/or service is resting in the hands of a gatekeeper. They ultimately get to say Yes or No to your access into the office of a decision maker. If you respect and give the gatekeepers the attention and information that they often require, then you will ultimately gain access. Since the gatekeepers are the liaison to the boss, they can often warm you up to the decision maker before you even speak to them. This can make for an easier presentation and better success rate.

Tagged: lead generation telemarketing, targeted telemarketing, telemarketing clevel, lead generation clevel, telemarketing sales leads

• Anabel Foucart, Program Director
• Ashlea Harris, Vice President of Program Management
• Chris Engel, Vice President Information Technology
• Dana Gill, Program Director
• Jason St Onge, Account Executive
• Jason StOnge, Account Executive
• Jon Plant, Account Executive
• Jon Plant, Program Director
• Kathy Rizzo, Vice President Marketing
• Laura Johnson, Program Director
• Melissa Joffrion, Account Executive
• Mike Usry, Account Executive
• Sharon Dahlhaus, Account Executive