"Getting Past the Gatekeeper"
by Dennis Hessler
Spyglass Point Productions
Most of my clients are international trade intermediaries who follow these simple steps in making global sales: First they identify likely markets, then they find a supplier, and finally they look for buyers in that market. It's a strategy that works - if it's done right. Your biggest challenge is identifying and contacting the potential supplier. To be successful you need to understand the biggest obstacle to getting that meeting - and how to overcome it.
Here's an ugly scenario that happens all too often. You determine a likely target product and market, conduct the research, find companies that will work for you, prepare a wonderful phone script, build up your enthusiasm, place the phone call and . . . and . . . the receptionist shuts you down.
You don't even get the chance to make your pitch. You suffer. The company suffers. And there's not a danged thing you can do about it.
Now you understand the awesome power of the G*A*T*E*K*E*E*P*E*R.
Gatekeepers come in many sizes and
shapes but the one you are most likely to deal with is the receptionist
who
believes it's his job to protect his boss from the outside world at all
costs. Some are nasty. Some are nice. Frankly, I think the worst are the
"nice" ones who offer to pass along your message to the boss. Believe
me, what you said is never what the boss finally hears, if he
hears anything. What he hears is the receptionist's take on you and your
offer. And he always makes it very easy for the boss to dismiss the
opportunity.
Now I'm going to give you a business law, chiseled in stone. Absolute truth. Did I get your attention yet? Good. Here it comes: It is a total waste of time giving your carefully crafted sales pitch to anyone but the decision maker. Period.
So your first job in making the call is learning who is the decision maker. It seems to work better if you identify yourself: "Hi. I'm Dennis Hessler and I'm trying to find the name of the person responsible for international sales."
Here's what will happen next. If you're lucky, you'll get the name. Hooray for you. Often you'll be transferred to someone else. Say exactly the same thing to them. Remember, you want to find the decision maker. Don't waste your time getting frustrated by saying "like I told the last guy . . ."
The other thing that might happen is the receptionist will ask you what this is about.
RESIST THE TEMPTATION TO GIVE THE RECEPTIONIST YOUR SALES PITCH. Instead, say you have some information about international sales you want to send through and you want to make sure it gets to the right person. You can also say that you've got "some information on global trade that's probably useful to your company and I'm just trying to find out who I need to be talking to about it."
See, you can learn something from politicians. Don't answer the question you're asked. Answer the question you WANT to be asked. Generally after this last response, there is a long pause while the receptionist considers this unexpected answer. SAY NOTHING MORE DURING THIS PAUSE. Just about every time, you'll get what you want - the name.
Now you can carefully press you advantage by asking if it's possible to have a quick word with this contact right now. Since you've already jumped the big hurdles, the only reason you're likely to not get through at this point is because the person really is out of the office, in a meeting, etc. If she is not available, simply ask when would be a good time to call her.
Look, I know that most of these efforts will come to nothing. My personal experience is that it takes 10 to 15 calls to make one sale. But that one sale can make it all worthwhile. And every non-sale you make is one more "no" you can cross of your list, putting you that much closer to the big "Yes!" And when it happens, it's great.
Frankly, it can become a kind of drug and some salesmen never get over the high of getting through the gatekeeper, making the pitch and getting the sale. And the money is nice too!
Keep trying. Use the tactics mentioned here and eventually, you WILL be successful.
Dennis Hessler is the publisher of The Computer User's Guide to Running Your Own Exporting Company and numerous other books, video tapes, software packages and The International Trade Connection newsletter which is designed to show entrepreneurs new to exporting how to get involved in the booming global market.
Learn more about international trade at his website, http://www.spyglasspoint.com. You can also download a free sample copy of The International Trade Connection newsletter at the site. If you have questions about any of his products or international trade in general, e-mail Dennis at Dennis@spyglasspoint.com. Spyglass Point Productions, P.O. Box 13141, Pensacola, FL 32591 U.S.A.