It goes without saying that getting past the gatekeeper is one of the many important skills required to provide b2b lead generation services effectively. There’s no magic bullet and no single technique works all the time but learning a few practical tips could help improve your success rate and get your message to the right targets more often.
Getting past the ‘gatekeeper’ or receptionist can be a frustrating and time consuming experience. It feels like they are standing in the way of you doing your job and achieving your business objectives. However, it’s important you don’t become impatient, impolite, or undermine them. Though you might want to speak to someone more senior in an organisation, remember that the gatekeeper can make or break your ambition, so make sure you give them the respect they deserve. Be polite, professional, and calm. For b2b lead generation services to work efficiently an agency will aim to get the gatekeeper on side by seeing them as a vital part of the business they serve, as we are in ours.
Get something from every dial
Chances are you’ll need several dial attempts before you get through, try not to be disheartened. You can still make your initial attempt count by gathering new information as you progress through your database. Checking job titles, contact details, spelling names phonetically, asking about different sites or new potential decision makers are among the many things b2b lead generation services companies will use the extra dials for.
Take care not to dial the same organisations too often, its good practice to leave a few days between your attempts. That way, the receptionist probably won’t recognise your voice or become irritated by your repeated attempts. Be friendly and say hello, perhaps adding ‘sorry to bother you, is there a good time to catch X’. The next time you call you’ll be able to add a personal touch to your call and get a rapport going much more quickly.
Honesty is definitely the best policy
Remember that gatekeepers field calls all day, particularly sales calls. Avoid cheesy language, over embellished reasons for calling, and definitely never tell white lies to create the impression your call isn’t a sales call. Such tactics are guaranteed to make them less likely to put you through to the decision-maker. Instead of trying to manoeuvre your way past the gatekeeper with lies, half-truths, and evasive answers – be honest. Your integrity will speak volumes about you and your company and it’s likely to help you achieve your sales goals.
Don’t pitch to the gatekeeper
You should only have a meaningful discussion about your business with the person who has the responsibility to make decisions. In b2b lead generation services, an agency will spend hours if not days or weeks becoming fluent and articulate with the complex details of a business. How then could it ever be possible to say enough to a receptionist, in a few short moments for them to do justice to your product or service? When asked what the call is regarding, simply contain your answer to a few words such as ‘business efficiency’.
Asking a question such as ‘is this a good time to catch them’ in answer to a question, can be a good way of diverting their question and avoiding an overlong explanation. As with any skill, practice is key, and be careful not to alienate. The point here is, don’t say more than is necessary or the receptionist will attempt to convey your message to the decision maker. A negative response at this point could render that contact record dead on your database forever. If the receptionist indicates that they’ll never be interested, it’s effectively an opt-out. Read the rules around consent at the ICO website.
If you sound confident and authoritative, the gatekeeper will be much less tempted to fob you off with an excuse and will be more likely to put you through to the decision maker. Even if you don’t feel confident – take a deep breath before you pick up the phone, sit up straight, put a smile on as you dial, and remember that you have something important to discuss with the decision maker. If your data is well profiled, and you have pride in your business, you’ll already know that your call could make a big difference to the success of the company you’re approaching.
One final note: for providers of b2b lead generation services, companies where the gatekeepers are especially sharp at diverting weak calls are exactly the right organisations to target because the decision makers won’t be receiving calls at the same rate they would if the gatekeeper wasn’t as conscientious. Great news! Pass the phone.
If you think your telemarketing team could do with a little coaching and support, we can help. Alternatively, if you would like to know more about Blue Donkey’s b2b lead generation services, talk to our dedicated professionals or explore our site today.