One of the most frustrating parts of selling MSP services is getting past the gatekeeper. Whether you’re the owner of an MSP or a salesperson in charge of prospecting, you’ve likely faced this hurdle more times than you care to admit. The infamous “we’re fine” objection, or simply being blocked from talking to the decision-maker, can seem like a brick wall.
But here’s the truth: you don’t have to keep struggling. There are proven strategies to get through, and in some cases, even use the gatekeeper to your advantage.
Get Invited In
The most effective way to handle gatekeepers is to avoid them altogether by getting invited in. This isn’t as impossible as it sounds. You use your marketing, positioning, and relationships to make sure that, when you call, you’re already a welcomed presence.
What do I mean by getting invited in? Think about how you can leverage:
- Referral marketing
- Strategic partnerships
- Speaking engagements
- Networking events
- Pillar content
When you’ve been mentioned by a mutual connection or met the prospect at a trade show or event, you’re no longer the annoying salesperson. You become the person they’ve been introduced to, the person who has something of value to offer. That’s a huge difference!
Marketing Supercharges Your Sales Process
Marketing and sales are two sides of the same coin. You can’t have one without the other. If you want to multiply your results—by as much as three to ten times—combine your outbound sales efforts with a solid marketing strategy. Use your marketing to create a reason for calling, whether it’s following up on a direct mail piece, an email about a blog post, or a webinar someone attended.
This makes it easier to engage with prospects because you’re not interrupting their day cold. You’re simply following up on something they’ve already interacted with.
The Gatekeeper: Don’t Pitch, Be Confident
Let’s talk about how to handle the gatekeeper directly, which you’ll still need to do from time to time. The first mistake salespeople make is sounding nervous or timid. Gatekeepers pick up on this immediately, and it signals to them that they should block your call. You need to sound confident, calm, and relaxed.
When you’re calling, here’s what not to do:
- Don’t start pitching the gatekeeper. If you start with, “Hi, we’re an IT services company and we…” you’re going to get shut down immediately. The gatekeeper’s job is to keep salespeople out, and when you lead with your sales pitch, you’re telling them that’s exactly what you are.
- Don’t sound unsure. Know exactly who you’re calling for. If you ask for “the person who handles IT,” you’re sending a big red flag that you’re a salesperson. Instead, ask for the specific person by name.
A better approach might be: “Hi, this is [Your Name] from [Your Company], calling for Bob Jones, please.” Simple, direct, and with an air of confidence. You’re not pitching, you’re asking to be connected.
If they ask, “Is Bob expecting your call?” don’t lie, but don’t back down either. You can respond with, “Not sure if he’s expecting this call, but I am following up on a package I sent him,” or mention any previous interaction you’ve had, such as meeting at an event.
The Importance Of Voicemail
Never be afraid to leave a voicemail! I hear people saying all the time, “Don’t leave voicemails.” That’s nonsense. A voicemail is another touchpoint. It gets your name in front of the prospect and gives them a reason to call you back, or at the very least, recognize your name when you call again.
Leverage The Sales Department
Here’s a little trick: If you’re finding it tough to get past the main gatekeeper, try dialing through to the sales department. Salespeople tend to be more sympathetic to fellow salespeople. They may even connect you directly to the decision-maker.
By speaking with someone in sales, you can simply explain that you’re an IT services company looking to see if there’s an opportunity to talk to their CEO. Most salespeople will either give you the right contact or connect you.
Key Takeaways To Get Past the Gatekeeper
- Get invited in through your marketing, networking, or referrals.
- Combine sales and marketing to create opportunities where your calls are welcomed, not seen as interruptions.
- Be confident, relaxed, and concise when speaking to gatekeepers. You want to sound like you belong on the phone with their boss.
- Never pitch the gatekeeper. They’re not your target, and you don’t need to explain your entire value proposition to them.
- Use voicemail as a strategic touchpoint. It’s another opportunity to get your name in front of the decision-maker.
- Reach out to the sales department when you’re stuck. Salespeople are more likely to help you than a gatekeeper.
These tactics won’t work every single time, but they’ll drastically increase your chances of getting through to the person you really want to talk to.
