eBusiness Weekly
Robert Gonye
Some of the strategies in medical sales when confronted with a gate keeper.
Within the medical sales industry, you’ll want to build an internal network so you can leverage industry contacts. To build a network, spend some time in the field — for instance, perhaps you do marketing for a medical office, customer service in a hospital, or even vending sales in a hospital setting.
These field experiences enable you to build expertise and a strong network of medical professionals. Then, when you’re ready to sell to decision-makers in the medical industry, you should have internal contacts you can leverage when calling a gatekeeper, such as, “Dr Henns told me your hospital doesn’t have X technology, which could help your staff save time and become more efficient. She suggested I reach out ?”
Befriending the gatekeeper is key to accessing decision-makers.
“You always (want to) befriend the gatekeeper and ask for their names. Also, ask how they’re doing — no one ever asks the gatekeeper that. They are usually just transferring people when they call or keeping sales people out.”
Some specific examples of
what to say to get past one
What to say to get
past the gatekeeper
1. Tell the gatekeeper you have a connection at the company
“While all good sellers will have their own techniques when cold calling, a few go-to’s — first, try leveraging if you’ve had a response with another contact there.”
This makes it less uncomfortable for the gatekeeper when asking
Another option, is to email the decision-maker first. “This way,” she says, “when the gatekeeper asks if they are expecting your call, you can say, ‘I told her I was going to follow-up on an email earlier. Would you mind telling her I’m on hold?’”
2. Explain why you’re trying to help
It’s vital you work on gaining the gatekeeper’s trust first — and to do that, you want to be open and honest about your intentions.
It’s equally important, however, not to sell to the gatekeeper. They most likely aren’t interested in a pitch. Instead, they’re more interested in why you’re trying to help. You might say something like, “I’m sure you know how busy (decision-maker) gets with XYZ … That’s actually why I’m reaching out — to see if we can help.’”
While you don’t want to launch into a pitch when the gatekeeper questions your intentions, you do want to remain honest and transparent about what you’re hoping to achieve. Express your desire to make the decision-maker’s life a little easier, and provide some basic background information so the gatekeeper has a better sense of who you are.
3. Employ humour to build rapport with the gatekeeper
Use a 3-step approach when working with gatekeepers.
Step one: Open with humour. To use humour in your opening
Step two: Give them a question with which they want to help.
Step three: Get the extension before hanging up. To close out your conversation, it’s important to get an extension
4. Ask the gatekeeper for information
Gatekeepers typically hold a lot of information.
If they give you the typical “they’re busy, they aren’t interested” response, use this: “Thank you, I appreciate you taking my call. I’m looking to get in touch with the person who oversees the project process here. Is this something you have insight into?”
They might actually end up directing you to another person,or if they know a little bit about what you’re calling about, they might be willing to give you some information.
5. Do your research to understand each stakeholder’s agenda
Do your homework first. Know who the decision-maker is, but also identify other influencers and company contacts that might be easier to reach. Additionally, it’s critical for sales reps to take the time to understand the agenda of each individual stakeholder who might be involved in a deal. This information can help you get past the gatekeeper, and will also serve you well when making your pitch.
Map out the company hierarchy as you understand it, and tailor your pitch according to the objectives of each stakeholder.
For example — one, when speaking with a CFO or financial stakeholder, you’ll want to talk in terms of financial ROI. Alternatively, when speaking with a team leader, you might leverage the efficiency or time savings of your solution.
6. If need be, leave a voicemail for the decision-maker . . . and then call back later
If you can’t get in touch with a decision-maker,always say yes when a gatekeeper asks if he can leave a voicemail.
Finally, end the conversation by asking the gatekeeper if there’s anything he can do for you.
Ultimately, building trust and creating a relationship with the gatekeeper is your biggest key to getting past them.
Getting past the
gatekeeper key examples
Let’s dive into a few examples of sales reps getting past gatekeepers, so you can see how this looks in-action. These are mere examples, but they’re based on sales reps true experiences.
1. Account executive Sarah and gatekeeper Dave
Account executive Sarah has done her research — she has background information about the decision-maker, Jennifer, including her unique challenges as CEO of her company, Blue Designs.
She also knows Blue Designs just launched a new product, and she suspects they’re struggling to keep up with demand. Fortunately, the sales enablement product Sarah sells can help.
Sarah has also done her research and found a mutual connection with the decision-maker: Mark, who is CFO. Mark is a fellow alum of Sarah’s college, so Sarah emails Mark and explains that she truly believes her product could help Mark’s company as they scale (only after mentioning the college connection). Mark thanks her for the information but tells her he’s not the right person to reach out to — Jennifer is.
Now, Sarah calls Jennifer’s office.
Dave, her receptionist, answers the phone. “Can I ask who’s calling, please?”
“Hi there,” Sarah’s voice is confident and respectful.
“I’m Sarah, an Account Executive at Rev. I’m hoping to speak with Jennifer . . .”
Unfortunately, Dave cuts her off — “Sorry, Jennifer’s not interested.”
This doesn’t deter Sarah, as she’s prepared for this. She continues, “I completely understand. However, I spoke with Mark, and he suggested I reach out to Jennifer to explain how our product will help your sales team work more efficiently. I’m reaching out per Mark’s referral.”
A pause, and then, “Okay, I’ll put you through.”
Why this works
Once Dave understands that someone internally referred Sarah, he can feel more comfortable allowing Sarah to share her pitch with Jennifer. Plus, Sarah focuses on how her product can help Blue Designs grow their business, rather than what she’s hoping to get out of the deal — and, best of all, she speaks to Dave with respect and kindness.
2. Sales rep Elijah and gatekeeper Mavis
Sales rep Elijah spends an hour researching a Harare-based startup before giving the decision-maker, Pam, a call. He learns they’ve recently received funding, and they’ve doubled their customers within a six month period.
While he doesn’t have a personal connection at this company, he believes his research will help get his foot in the door, particularly since his product is such a good fit for the startup’s needs.
He’s ready to call.
Mavis, the office manager, answers and says, “Hello?”
She sounds friendly, so Elijah chooses the conversational route: “Hi there. I’m Elijah. Who’s this?”
“I’m Mavis, the office manager at Quick,” the woman replies.
“How’s your day going, Mavis?” Elijah asks.
Mavis tells him it’s been good, if not a little busy. They chat for a few moments about the warm Harare weather — where they’re both located.
Then, Elijah says, “The reason I’m calling is because I’ve noticed your startup has begun to grow, and quickly. Congratulations, by the way, on the recent round of funding. In my experience I’ve seen startups struggle with their social media presence as they scale, and I’m hoping I can chat with Pam to explain how we can help.”
Mavis tells him Pam is in a meeting, so instead, she sets up a time for Elijah to call back.
Why this works
Elijah is friendly and respectful. He treats Martina like a human, and he also shows Martina that he’s done his research and is not pitching a product or service that won’t apply to their company.
