Last week, we talked about the power of storytelling in effective sales conversations. But in order to tap into that powerful resource, you must first get through the decision maker’s door to make your pitch. And sometimes, we may be stopped before we can even step a foot over the threshold!

That is because many decision makers have loyal gatekeepers, such as executive assistants, carefully guarding their calendars. Do you struggle to get past gatekeepers and reach decision makers in order to close the sale? If so, you’re not alone.

Not all sales professionals and entrepreneurs face gatekeepers, but if you serve businesses or leaders, you no doubt know what I’m talking about.

Even if you never face a gatekeeper, you surely face some obstacle or another to reaching the person you want to buy from you. So this information applies to you equally.

What is a gatekeeper?

The executive or leader who makes the decisions about who to buy from likely has an executive assistant or team of people who manage their schedule and prevent their time from being wasted.

It’s the gatekeeper’s job to stand guard. If they aren’t protecting their boss’s time, they aren’t doing a good job.

And when it comes to trying to get past them, you name it, they’ve seen it. Charm, tricks, downright lies…they’ve heard it all. And they’ve shut it down.

So if you can’t get past the gatekeeper using those types of methods, how are you supposed to talk to the decision maker?

I have two tips to successfully make it past the gatekeeper to reach the decision maker so you can reach your sales goals.

First, treat the gatekeeper like you would like to be treated. 

Remember, he or she is a person too, and should be treated as kindly and thoughtfully as the decision maker.

As always, your integrity is part of your unique selling position. When you form a real, friendly relationship with the gatekeeper, he or she is much more likely to allow you to pass. Strike up a real, meaningful conversation, the same way you would with a neighbor or friend, with the aim of simply building a relationship.

Yes, this process takes time. It might seem faster to try to steamroll anyone in your way. But that never works. What does work is treating the executive assistant the same way you treat the executive.

Second, there’s one way to bypass the gatekeeper, and that is a referral from a trusted colleague. 

Referrals allow you to show up with trust already on your side, as well as a leg up on your competition.

In fact, research shows that buyers are five times more likely to engage in a conversation with sales professionals when they’ve been introduced by a colleague.

Furthermore, leads generated from referrals have been shown to convert four times better than traditional marketing leads. That might explain why sales teams that adopt a referral process experience an increase in sales and profits.

Think about this from the decision maker’s point of view. If you needed to make a major purchase, or set up a deal for repeat purchases in the future, would you take calls from any cold caller who happens to approach you? Or would you reach out to a friend, coach, or mentor and say, “Who did you work with when you bought X and Y?” The statistics bear this out: 84% of decision makers start the buying process with a referral, according to the Sales Benchmark Index.

While your satisfied customers will recommend you when asked directly, they probably won’t go out of their way to mention you unsolicited. That’s why it’s essential that you have a referral system in place as part of your marketing plan.

What does a good referral system look like?

Here are four hallmarks of a solid referral system that you should have in place for your business:

• Make it your business to know who your clients know. Get a sense of their networks and be on the lookout for people you might want to establish contact with.
• Ask your client for help by way of an introduction to a specific person they know. Don’t expect your mutual contact to sell your business for you.
• Don’t forget to look beyond your clients to your colleagues, friends, and other professional connections who might be able to introduce you to potential clients.
• Keep it up and stay accountable. Make a goal for yourself of asking for one referral for each call you make in a day. For example, if I make three prospecting calls today, I’ll ask for three referrals. Don’t let yourself off the hook until you’ve done so, and just imagine how many referrals you’ll have by the end of one month.

Are you ready to get more clients with an outstanding referral system? Or perhaps you’re tired of being stuck behind the gatekeeper?

At Celeste Giordano Coaching, I teach my clients the strategies, mindset, and formulas they need to know to “double plus” their incomes while serving clients with integrity. Contact me today to break past your barriers and build the legacy business of your dreams.

 

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Celeste Giordano’s mission is to help business owners develop the skills, knowledge and attitude necessary to “DoublePlus™” their income and become effective and inspirational leaders in their fields. Whether it’s taking your successful business to the next level or starting a new venture, she will teach you the exact skills and strategies you need to enroll more quality prospects, build a rock-solid team, and break through obstacles to achieve real profit and lasting success. Celeste is a professional business growth specialist, a master sales strategist, and dynamic speaker with more than 40 years experience in direct sales and managing high-performing teams.

To learn more about Celeste, click here.

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