Getting Past The Gatekeepers

Get Your Marketing Message Past The Gatekeepers
(Photo by Claudio.Ar)

One of the hardest issues in your marketing is getting your message in front of decision makers. Since decision makers are often deluged by requests for their time and/or attention, they likely have gatekeepers to buffer them from those outside the organization. So, how can you get your message seen by the right person?

Do your homework. In many cases, people approach the head of an organization thinking that this person is the appropriate decision maker. In many cases, it’s not. It may be a product manager, a VP of Finance, or another leader within an organization. Figure out who the right person is first. Be sure to also be aware of what the company’s upcoming plans are – so you can be sure you’re up-to-date with their direction.

Be nice. Once you reach the gatekeeper, respect their time. They are paid to deal with people like you daily. Quickly explain your “offer” and benefit, and then listen to their response clearly – echoing it back to them if necessary. Then follow through on the next steps.

Be persistent. Even if the gatekeeper loves your offering, it’s likely your single communication is likely to be forgotten. Follow up as you promised regularly. If you can’t get their attention and they definitely are interested in your offering, consider a daily communique. Go for “no”.

Be convincing. Ensure you’re not repeating the same message with each conversation. If you’ve done your homework, you’ll likely have a list of benefits that the organization would likely reap and the proven social proof to highlight your capabilities.

Be varied. Email is easily sent, and easily ignored. Pick up the phone and call (at different times of the day and different days). Fax. Mail a letter. Send a package.

Go around. A warm introduction to the person of interest is much better than trying to wrangle your way in from a cold call. If the person will be attending any workshops or conferences, be there and meet them face-to-face. Use LinkedIn’s InMail to reach the decision maker directly.

Recognize these same tactics to go around an organization’s gatekeeper you would also use to convince someone to buy from you (since each of our minds is also a gatekeeper to ourselves).

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