What is a gatekeeper?
Posted: Tue Dec 17, 2024 6:40 am
How to identify gatekeepers, decision makers, influencers and blockers
In the days of yore, senior management was accessible — salespeople and marketers could call or email them without much resistance. Now, decision-makers can be isolated with caller ID, email filters, and a host of middlemen to evaluate you and your reach.
These employees are more commonly known as “gatekeepers,” and if you want to connect with a decision-maker, you’ll likely connect with one or more of them first.
Here, we'll explore a little more about what gatekeepers are, explore the concept of gatekeeper marketing, look at some tips on how to work with gatekeepers effectively, and explore the types of prospects that gatekeepers might put you in touch with.
A gatekeeper is any initial intermediary between a it directors managers email lists salesperson and a decision-maker within an organization. They may take calls from executives, be the first point of contact in a company's physical office, or fulfill any other responsibility for selecting who connects with the decision-makers they work for.
Dealing with gatekeepers is a reality in many sales roles, so it helps to know how best to approach them. Before you can get there, you'll need to get a sense of who they typically are.
Who are the sales gatekeepers?
Gatekeepers tend to be more present in larger companies or corporations, and the term itself can cover a variety of different roles within an organization. For the most part, they are employees responsible for handling the administrative responsibilities of executives in some capacity.
They often work closely with decision-makers. They may be executive assistants, administrative assistants, secretaries, or receptionists. In some cases, the gatekeeper between you and the decision-maker could even be your spouse or a family member.
Now that you know where gatekeepers tend to be located in an organization, it's worth understanding how to address them effectively.
Gatekeeper Marketing
Gatekeeper marketing is the act of effectively targeting your message or goals to gatekeepers who can grant or block access to key decision makers. It is a process where you structure your efforts to take an extra step between you and your target prospect.
Let's take a closer look at some strategies you can employ to get past any goalkeeper you face.
How to overcome gatekeepers
Treat the gatekeeper as a resource, not an obstacle.
In the days of yore, senior management was accessible — salespeople and marketers could call or email them without much resistance. Now, decision-makers can be isolated with caller ID, email filters, and a host of middlemen to evaluate you and your reach.
These employees are more commonly known as “gatekeepers,” and if you want to connect with a decision-maker, you’ll likely connect with one or more of them first.
Here, we'll explore a little more about what gatekeepers are, explore the concept of gatekeeper marketing, look at some tips on how to work with gatekeepers effectively, and explore the types of prospects that gatekeepers might put you in touch with.
A gatekeeper is any initial intermediary between a it directors managers email lists salesperson and a decision-maker within an organization. They may take calls from executives, be the first point of contact in a company's physical office, or fulfill any other responsibility for selecting who connects with the decision-makers they work for.
Dealing with gatekeepers is a reality in many sales roles, so it helps to know how best to approach them. Before you can get there, you'll need to get a sense of who they typically are.
Who are the sales gatekeepers?
Gatekeepers tend to be more present in larger companies or corporations, and the term itself can cover a variety of different roles within an organization. For the most part, they are employees responsible for handling the administrative responsibilities of executives in some capacity.
They often work closely with decision-makers. They may be executive assistants, administrative assistants, secretaries, or receptionists. In some cases, the gatekeeper between you and the decision-maker could even be your spouse or a family member.
Now that you know where gatekeepers tend to be located in an organization, it's worth understanding how to address them effectively.
Gatekeeper Marketing
Gatekeeper marketing is the act of effectively targeting your message or goals to gatekeepers who can grant or block access to key decision makers. It is a process where you structure your efforts to take an extra step between you and your target prospect.
Let's take a closer look at some strategies you can employ to get past any goalkeeper you face.
How to overcome gatekeepers
Treat the gatekeeper as a resource, not an obstacle.