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Plan Prospecting Strategy Step 2: Navigating ‘Gatekeepers’

There are few certainties when it comes to prospecting for new plan business, but one of them universally holds true: If you can’t reach and speak with the decision maker(s) responsible for managing an employer’s retirement plan, you can’t win their business.

Often, in the pure cold-calling, prospecting stage, the one obstacle standing in your way is the dreaded “gatekeeper” — that one person with otherwise no decision-making authority, who nevertheless briefly controls your destiny and has the power to determine success or failure in your attempted outreach. It’s a challenge that even the most experienced prospectors can find perplexing and even intimidating.

Becoming proficient in navigating gatekeepers is part perception and part having a deeper understanding of the psychological interplay that occurs between a gatekeeper and salesperson.

The “perception” part is easy. Gatekeepers can make us uncomfortable, because our mental picture of them is often negative. When an assistant starts probing as to the nature of your call, the assumption is that his or her intention is to impede your effort. As a result, you often reply with vague or evasive answers that only bring more scrutiny and questioning. We’ve all been there.

The first key is to change your attitude. If you close your eyes and visualize a gatekeeper, what image do you picture? Probably not a positive one, right? Change the image to someone you might visualize as cooperative and helpful, and then treat them as such. This new visualization will often be reflected in your attitude and, more often than not, you will find that they will be responsive.

It’s important to understand the deeper psychological dynamic that occurs between a “challenging” gatekeeper and a prospector. When pointedly confronted as to the reason for their outreach, most salespeople feel uncomfortable. It creates a physical reaction you can feel in the pit of your stomach as you are questioned and hope to pass scrutiny.

What you might not realize is that the same discomfort is being experienced by the gatekeeper challenging you. Screening calls and dealing with evasive or pushy salespeople isn’t easy! They have a job to do but must also avoid offending someone important to the boss — you could be an old friend or a potential new business relationship, and they don’t want to be reported as rude or create embarrassment. These are the questions that go through a gatekeeper’s mind as he or she tries to determine whether you are worthy of being passed through or rejected as an unwanted sales call.

Once you understand that the discomfort of making and fielding calls is shared by both parties, it makes the job easier. It’s human nature to avoid feeling discomfort — a universal instinct shared by both the prospector and gatekeeper — so your objective as a salesperson is to help gatekeepers avoid that discomfort.

Here are a few techniques you can employ to achieve this goal:

• Create the impression of an existing relationship without being untruthful. This is accomplished by subtle dialog choices.
• Don’t sound like a salesperson. Overly enthusiastic or “hyped” introductions — even being overly polite — is a dead give-away of a sales call. Your tonality should imply that your call to the desired contact is commonplace.
• If a gatekeeper offers their first name when answering, use it in reply! (For example: “John Doe’s office, this is Marie.” “Hello Marie, this is Marcus, is John in?“)
• When questioned, reply succinctly and follow up with a question in reply. This deflects further questioning.

While there can be countless examples, I’ve provided a couple below. Please note that the following assume you have taken the recommended extra step mentioned in many of my previous articles of sending a letter in advance of your call. This small step provides leverage and increases your odds of success substantially.

The Wrong Approach

Gatekeeper: John Doe’s office. This is Jane Gatekeeper. How can I help you?
Advisor: Hello, my name is Tom Smith. Is John Doe available?
Gatekeeper: May I ask the reason for your call?
Advisor: Yes, I’m calling from ABC Wealth Management about the company 401(k) plan. Is he available?

The Right Approach

Gatekeeper: John Doe’s office. This is Jane Gatekeeper. How can I help you?
Advisor: Hi Jane, this is Tom over at ABC Retirement Specialists. Is John available?

Note the use of the gatekeeper’s first name when it’s provided and the elimination of the primary contact’s last name. Using first names only implies familiarity with the primary decision maker contact and is highly effective.

Gatekeeper: No, he’s not available; what’s the call regarding?
Advisor: Well, I sent him over a letter about the company 401(K) plan a couple days ago, and I wanted to make sure he got it. Can I drop him a voice message? (Or: Is he in the office today?)

Note: Immediately following her question about your inquiry with a question of your own allows you to control the conversation and avoid numerous follow-up questions.

Gatekeeper: Well, he doesn’t have voice mail, but I can take a message.
Advisor: Well, it’s no rush, you can take down a message, or I can just call back later if he’ll be around. What do you recommend?

Note the ending with another question, and offering the gatekeeper the opportunity to provide “advice” as to the next step. This technique can help you avoid the uncomfortable tendency of sounding evasive, again implies familiarity, and might make getting through on a call-back easier.

Developing good technique, whether it’s navigating gatekeepers or making your calls relevant and compelling when the desired contact is reached, requires a solid game plan and practice. As you develop your technique, be aware that nothing works every time. As I’ve so often repeated, sales are a science based on odds. Writing down and sticking to what works for you will enhance your prospecting proficiency and tilt the odds ever further in your favor.

For more information, please visit my website or email me at [email protected].

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