Turning the gatekeeper
Treat the person between you and the decision-maker as an ally, not an obstacle.
What it is
The gatekeeper is whoever stands between you and the person who decides: a PA, a receptionist, an office manager. "Turning" them means winning their help rather than getting round them.
How to use it
- Be straight about who you are and why you are getting in touch. Gatekeepers are paid to spot evasion.
- Ask for their help: "Who looks after marketing decisions, and what is the best way to reach them?"
- Use their name, thank them, and tell them what happened next. They remember people who treat them well.
- Give them a reason that helps their boss, not you: a specific problem you solve for businesses like theirs.
What it sounds like
You: Hi Sarah, it's Matthew at Know You Already. I'll be honest, I'm hoping to reach whoever decides on marketing. Is that you, or someone else?
Sarah: That would be James, but he's busy.
You: Completely understand. What's the best way to get something useful in front of him? A short email, or a better time?
Where it goes wrong
Tricks like implying you already know the boss work once and cost you the account. Many decision-makers are easier to reach on LinkedIn or by referral than through the front desk.