The Game of
Getting Past the Gate-Keeper

Cold-calling. Do those two words give you a knot in your stomach? Would you rather have a tooth filled without benefit of Novocain than spend an hour or so cold-calling? Do you put off making cold-calls that you know could bring you business, maybe finding other extremely urgent things to do, like inventorying the office supplies?

With very few exceptions most of us hate to cold-call, but it’s a business-building tactic that should be employed by virtually everyone. If you are business to consumer, you need to be aware of the regulations around the Federal do not call list and heed them, but if you’re business to business, then you don’t need to worry as much.

What we all need to deal with is the Gate-Keeper in order to get to the right person in your targeted businesses. That part is a game, and the better you get at the Gate-Keeper Game, the more effective your cold-calls will be.

The art of cold-calling correctly includes a healthy dose of self-confidence. Tune yours up by reminding yourself how valuable the service or product you are offering is to those you are calling, and how their lives can be positively affected should they choose to hear you out. You believe in what you’re doing, or why would you be building your business around it? If you really have confidence issues, role-play the conversation in your head a few times, starting with the worst response that you could get, and working towards a positive response. Really let your imagination soar on this part, and imagine the worst things that could happen during that cold-call. Then warm it up a little bit, then a lot, and imagine the very best things that could happen. Run all of the scenarios through in your head over and over again until the bad things don’t feel quite so bad and the good things feel really possible. You’re almost ready to start cold-calling!

Before you dial, research. Know something about the company you’re calling so that you can be prepared with an opening sentence about the company and not about you. If possible, know the name of the person you should contact at that company. Beware, though, that turnover happens…you could find the name and when you call, the receptionist may tell you that they left the company yesterday. Don’t worry…this is part of the game!

The Gate-Keeper Game is really simple, and is the true fun of cold-calling. First, smile a big, genuine smile. If you need to put a mirror in front of you, do it. If you need to get up and walk around, do that. Do whatever it takes to put some energy and personality in your voice, but be sure it’s natural and happy. Second, remember that the person on the other end of the phone is a person…a genuine human being with the need to be appreciated. If they sound down or sick, it’s ok to ask them how they are in a sympathetic way. If they sound really happy, remark on it, maybe telling them that you want a bite of whatever they had at lunch because it’s obviously helping them make it through the day. If there’s laughter in the background, you can play the stern task-master…”there will be NO fun at work, so knock off all that fun!” You have to be good at that kind of humor to pull it off on the phone, so be sure to road-test your sarcasm on unsuspecting friends before using it on potential business partners. Third, be real. That part sounds easiest but is the hardest part. Just be real…don’t try too hard, don’t push too much, just treat the Gate-Keeper like you’d like to be treated if you were in their position. Validate them by using that prepared opener in conversation with them before asking to speak with your target. Appreciate them before they transfer you to your target or to voice mail by asking for their name and telling them how much you enjoyed having a moment of their time today.

You think they’ll ever forget you? Fat chance!! You just won the Gate-Keeper game, because when you call back, you’ll have their name, too, plus their automatic good will. Just remember to continue the Gate-Keeper Game every time you contact them. It’s as easy to lose their good will if they think you were just manipulating them.

The best part of this is that the Gate-Keeper will be your friend in this current part of their career, but when they start advancing, they may become your target. Imagine how easy THAT call will be!

Happy cold-calling, and as always, if I can answer any questions for you or be of service to you, don’t hesitate to contact me.