Gatekeeper: Definition, challenges, and explanations

A gatekeeper is a person who acts as a filter or guardian in an organization during commercial prospecting efforts.

This role involves managing and controlling access to decision-makers or key contacts in order to protect their time and ensure that only relevant communications reach the right people.

Often, the gatekeeper is an assistant, secretary, or administrative manager who screens calls, emails, and appointments on behalf of a decision-maker.

The Gatekeeper plays a vital role in ensuring the efficiency and productivity of decision-makers within a company.

When prospecting, understanding and managing the relationship with the gatekeeper allows you to optimize access to the right people, thus avoiding unnecessary wasted time.

Its appeal lies in its ability to filter requests, ensuring that contacts only receive proposals or information that is relevant to their business.

In concrete terms, the Gatekeeper evaluates incoming requests according to specific criteria defined by the decision-maker.

They may ask preliminary questions, refer you to the appropriate person, or deny access depending on the relevance of the request.

For a salesperson, approaching a gatekeeper requires demonstrating the value of the offer while respecting the communication rules established within the target company.

Advantages:

• Optimizes decision-makers' time by filtering requests.
• Improves the quality of business interactions.
• Allows for better targeting of important communications.

Disadvantages:

• Can be a difficult barrier to overcome for novice salespeople.
• Risk of automatic rejection or bias in the gatekeeper's judgment.
• Requires a specific strategy to establish a relationship of trust.

A salesperson who wants to sell a product to a manager often has to go through an administrative assistant acting as a gatekeeper.

In a large company, the secretary can screen calls to only allow those that meet specific criteria, such as pre-approved appointments.

To bypass the gatekeeper barrier, some salespeople use indirect contact techniques such as sending personalized emails or internal referrals.

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