{"id":2282,"date":"2020-06-19T14:27:47","date_gmt":"2020-06-19T11:27:47","guid":{"rendered":"https:\/\/snov.io\/glossary\/?p=2282"},"modified":"2023-11-14T17:20:36","modified_gmt":"2023-11-14T14:20:36","slug":"gatekeeper","status":"publish","type":"post","link":"https:\/\/snov.io\/glossary\/gatekeeper\/","title":{"rendered":"Gatekeeper"},"content":{"rendered":"\n<p>Gatekeepers may sound like a nuisance, but they hold an integral part in keeping <a href=\"https:\/\/snov.io\/glossary\/decision-makers\/\">decision-makers<\/a> from wasting their time on every call or offer that comes looking for them. It\u2019s in your best interest to treat them with respect if you want to get in with their boss.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"what\">What is a gatekeeper in business?<\/h2>\n\n\n\n<p>A <strong>gatekeeper<\/strong> in business is an individual who controls access to key decision-makers within an organization. They could be administrative assistants, receptionists, or any other person that stands between you and higher-level executives like managers, directors, or CEOs. Their role is crucial in managing the flow of information and people reaching these decision-makers.<\/p>\n\n\n\n<p>In its turn, <strong>gatekeeper marketing<\/strong> is the act of adequately directing your messages or objectives to gatekeepers who then may allow or shut down admittance. Their job is to quickly analyze attempts to communicate with key decision-makers and forward only the information that has a good chance to help the business.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/snov.io\/glossary\/wp-content\/uploads\/2020\/06\/How-to-get-past-the-gatekeeper-infographic.png\" alt=\"What is a gatekeeper?\" class=\"wp-image-2284\" width=\"680\" srcset=\"https:\/\/snov.io\/glossary\/wp-content\/uploads\/2020\/06\/How-to-get-past-the-gatekeeper-infographic.png 762w, https:\/\/snov.io\/glossary\/wp-content\/uploads\/2020\/06\/How-to-get-past-the-gatekeeper-infographic-300x122.png 300w\" sizes=\"(max-width: 762px) 100vw, 762px\" \/><figcaption class=\"wp-element-caption\"><em>Source: Spotio<\/em><\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"keys\">Keys for handling gatekeepers<\/h2>\n\n\n\n<p>A gatekeeper in business has two main goals:&nbsp;<\/p>\n\n\n\n<ul>\n<li>Keeping the wrong people away from the decision-maker&nbsp;<\/li>\n\n\n\n<li>Allowing the right people in to see the decision-maker<\/li>\n<\/ul>\n\n\n\n<p>If your instinct is to be rude to a gatekeeper, know you are shooting yourself in the foot. These people are the ones who decide if you\u2019re worth their boss\u2019 time. Here are some pieces of advice:<\/p>\n\n\n\n<p><strong>Ask meaningful questions<br><\/strong>The gatekeeper is your best friend if your goal is to meet with the decision-maker. They are likely aware of their boss&#8217; pain points, and your solution may also benefit themselves. Talk to them as you would if they were the decision-maker and get their advice on the best way to approach their boss when it&#8217;s time.<\/p>\n\n\n\n<p><strong>Use social media<\/strong><br>Creating a sense of familiarity through social media is easier than it has ever been. Social media gives you a chance to interact with the gatekeeper outside of calls. For example, if you see them share content relevant to their line of work or company, leave a comment thanking them for sharing or give your thoughts on the topic.<\/p>\n\n\n\n<p><strong>Find a mutual connection<\/strong><br>This is a bit of an extension of using social media, given <a href=\"https:\/\/snov.io\/blog\/how-to-get-the-contact-details-of-your-2nd-and-3rd-connections-on-linkedin-in-two-easy-steps\/\">LinkedIn<\/a> is a social site. Using it, see if you have any mutual friends with the gatekeeper who can \u201cformally\u201d introduce you to them. This helps establish credibility, while also showing you\u2019re not just a solicitor.&nbsp;<\/p>\n\n\n\n<p><strong>Be different<\/strong><\/p>\n\n\n\n<p>The main idea is that, to get past the gatekeeper, you need to differentiate yourself from other marketers and salespeople. You need to prove you\u2019re the real thing, or you won\u2019t make it past them.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><a href=\"https:\/\/app.snov.io\/register?lang=en&amp;signup_source=glossary&amp;signup_page=snov.io%2Fglossary%2Fgatekeeper&amp;cta_type=banner\"><img decoding=\"async\" src=\"https:\/\/snov.io\/glossary\/wp-content\/uploads\/2020\/01\/verifier-2-1024x317.png\" alt=\"email verifier\" class=\"wp-image-1097\" width=\"680\" srcset=\"https:\/\/snov.io\/glossary\/wp-content\/uploads\/2020\/01\/verifier-2-1024x317.png 1024w, https:\/\/snov.io\/glossary\/wp-content\/uploads\/2020\/01\/verifier-2-300x93.png 300w, https:\/\/snov.io\/glossary\/wp-content\/uploads\/2020\/01\/verifier-2-768x238.png 768w, https:\/\/snov.io\/glossary\/wp-content\/uploads\/2020\/01\/verifier-2-1536x476.png 1536w, https:\/\/snov.io\/glossary\/wp-content\/uploads\/2020\/01\/verifier-2.png 2028w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<p>Remember, the gatekeeper is not your enemy \u2013 they are simply doing their job. How they treat you is very much up to how you treat them. So if you want an appointment with their boss, you ask for one. Speak up and say something that will interest them.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"how\">How to get past the gatekeeper<\/h2>\n\n\n\n<p>Here are nine tips for getting past the gatekeeper:<\/p>\n\n\n\n<ul>\n<li>The one who asks questions has control over the call<\/li>\n\n\n\n<li>Ask who sets the company\u2019s budgeting and policy<\/li>\n\n\n\n<li>Don\u2019t show gatekeepers your pitch<\/li>\n\n\n\n<li>Keep your message original and under 30 seconds<\/li>\n\n\n\n<li>Be professional and polite<\/li>\n\n\n\n<li>Don\u2019t shy away from using humor<\/li>\n\n\n\n<li>Try scheduling a follow-up appointment or call<\/li>\n\n\n\n<li>Know and stick to your objective (which is getting an appointment with a decision-maker)<\/li>\n\n\n\n<li>Even if you get an initial \u201cno,\u201d keep trying if you believe that that specific decision-maker is important<\/li>\n<\/ul>\n\n\n\n<p>Once you\u2019re past the gatekeeper, you finally get the attention of the decision-maker. Have a script prepared for that too. You don\u2019t want to put forth all that energy to get to them to be wasted on a bad or confusing pitch. The gatekeeper deemed you worth the decision-maker\u2019s time and effort, so put time and effort into your pitch.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Wrapping it up<\/h2>\n\n\n\n<p>You\u2019ll never be able to gain control over gatekeepers if you assume they have more authority over your value proposition than you do. Resist pitching to gatekeepers, stick to your objective, and understand that they can be excellent sources of valuable information.&nbsp;<\/p>\n\n\n\n<p>And finally, remember that gatekeepers can be an ally or obstacle to get to your <a href=\"https:\/\/snov.io\/glossary\/prospect\/\">prospect<\/a>; it\u2019s up to how you approach them. When you view them as an extension of the decision-maker, it throws off their complacency. Treating the gatekeeper like the decision-maker seems contradictory. So given this, you must convince them that you are worthwhile and not going to take \u201cno\u201d for an answer. This is how you get past the gate.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A gatekeeper in business is a person who can grant or block access to key decision-makers. Find out how get past the gatekeeper.<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[302],"tags":[2,11,4],"_links":{"self":[{"href":"https:\/\/snov.io\/glossary\/wp-json\/wp\/v2\/posts\/2282"}],"collection":[{"href":"https:\/\/snov.io\/glossary\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/snov.io\/glossary\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/snov.io\/glossary\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/snov.io\/glossary\/wp-json\/wp\/v2\/comments?post=2282"}],"version-history":[{"count":0,"href":"https:\/\/snov.io\/glossary\/wp-json\/wp\/v2\/posts\/2282\/revisions"}],"wp:attachment":[{"href":"https:\/\/snov.io\/glossary\/wp-json\/wp\/v2\/media?parent=2282"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/snov.io\/glossary\/wp-json\/wp\/v2\/categories?post=2282"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/snov.io\/glossary\/wp-json\/wp\/v2\/tags?post=2282"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}