{"id":3110,"date":"2019-10-18T11:09:46","date_gmt":"2019-10-18T16:09:46","guid":{"rendered":"http:\/\/blog.kmbrian.com\/?p=3110"},"modified":"2020-12-04T00:42:01","modified_gmt":"2020-12-04T06:42:01","slug":"get-past-the-gatekeeper-templates","status":"publish","type":"post","link":"http:\/\/kmbrian.com\/blog\/get-past-the-gatekeeper-templates\/","title":{"rendered":"How to Get Past the Gatekeeper (With Templates)"},"content":{"rendered":"

Cold emails are an awesome tool for generating new leads and building relationships. The ability to target your message and refine it over time opens the door to high-quality leads. However, there\u2019s usually someone standing in that doorway \u2013 a gatekeeper.<\/p>\n

Whether they\u2019re an executive assistant or a regional manager, they’re tasked with guarding the door \u2013 and without the right messaging and strategy, you might have that door closed on you before you\u2019ve had your chance to shine.<\/p>\n

Here’s what you need to know to get past the gatekeeper and reach your target.<\/p>\n

Prepare Your Message<\/h2>\n

When your first contact is through email, every word counts. Have an eye-catching subject line<\/a> that is personalized, short, and catchy. Use the snippet underneath your subject line to spark interest and communicate a benefit.<\/p>\n

Also \u2013 there\u2019s no point in being brief if you don\u2019t make the email easy to respond to.<\/p>\n

Which is less of a hassle: \u201cPlease let me know your availability,\u201d or \u201cWould you be free on Wednesday at 2 or 4 p.m.?\u201d The latter clearly makes it as easy as possible for them to say yes.<\/p>\n

If you\u2019re planning to send out many cold emails (which you should), split-test your messaging<\/a> and track which emails get opened the most. Always work to tweak and improve your messages based on the results of your testing.<\/p>\n

A well-crafted email that looks informative, relevant, and compelling is more likely to be passed on by the gatekeeper.<\/p>\n

Before You Reach the Gate, Ring the Bell\"\"<\/h2>\n

Do what you can to engage with your target lead before reaching out with a cold email. For example, try connecting with them on LinkedIn. The best practices for sending a great LinkedIn message<\/a> are a little different, but the main principles still apply. Stick to the three S\u2019s: short, simple, and (throw in some) social proof<\/a>.<\/p>\n

If you can, send a simple message like, \u201cHey there! I\u2019ve been looking for industry partners to connect with and saw your profile. Would love to connect.\u201d<\/p>\n

If they accept your request, see if you can have them agree to receive additional info via LinkedIn. Or, you can try your luck and send them a cold email directly.<\/p>\n

Try an email verification service like Voila Norbert<\/a> to use the information that you do have to source their email address.<\/p>\n

This tip is an attempt to get around the gatekeeper entirely. It doesn\u2019t always work, but it at least gets your target familiar with your name.<\/p>\n

If the gatekeeper does pass on your name, it might ring a bell with your target.<\/p>\n

Boost Your Credibility by Name-Dropping<\/h2>\n

Whose email would you rather forward? \u201cPlease forward this email to your manager,\u201d or \u201cIt\u2019d be great if you could help me set a time to talk to Joe or Cindy.\u201d<\/p>\n

A gatekeeper is more likely to put you in touch if you can establish a connection or previous rapport with your target lead. Something as simple as dropping their name, a shared university, or common interest might be enough.<\/p>\n

This is also why connecting on LinkedIn<\/a> is so helpful. It gets you on a first-name basis with your target lead and makes getting past the gatekeeper a little easier.<\/p>\n

Now you can technically say that you\u2019re following up from a previous conversation \u2013 even if that was just a \u2018hello\u2019 on LinkedIn.<\/p>\n

Don\u2019t forget to leverage your network<\/a>. Do some digging and see how close you can get to your lead through mutual friends, family, or colleagues. Let them know who you\u2019re looking to reach and ask if they\u2019d be willing to put you in touch.<\/p>\n

And it goes both ways \u2013 if you know someone that your target would benefit from knowing, get in touch and try to offer an introduction. Either way, a warm email is infinitely better than a cold one.<\/p>\n

No gatekeeper wants to be the one that didn\u2019t connect their boss with a trusted friend or colleague.<\/p>\n

Ask for More Information on Something They Engaged With<\/h2>\n

Whenever you\u2019re trying to build rapport, the best place to start is by following your lead on social media.<\/p>\n

Look for opportunities to interact and engage with them. Comments on news articles, their own blog posts, and retweets are all great ways to build rapport.<\/p>\n

Once you see something relevant, leave a comment or email them and ask for more information. Gatekeepers may be more likely to let you through if you appear to be asking for insight or expertise. Most people are willing to help someone asking a simple question.<\/p>\n

Regardless of whether or not you get a response, engaging with relevant content is a great way to establish yourself as someone who keeps tabs on the latest happenings.<\/p>\n

Ask for Their Expert Opinion\"\"<\/h2>\n

Similar to the suggestion above, invite the lead to share their voice on a platform of your own. Maybe they have a press release they\u2019d like distributed, or they can guest post on your blog or provide a quote for an article you\u2019re writing.<\/p>\n

If there was a recent news or industry event that occurred, try asking the gatekeeper to put you in touch with their boss so you can ask for their expert opinion.<\/p>\n

This method works wonders, because, although your request is a one-time thing, it opens the door for further conversations. Having a clear start and end to your request may entice the gatekeeper to let you through.<\/p>\n

These are all friendly and natural ways to start a conversation with the gatekeeper or your target.<\/p>\n

Work With the Gatekeeper<\/h2>\n

Now, hear me out. Sometimes the best way isn\u2019t out, but through.<\/p>\n

Instead of treating the gatekeeper like a roadblock, think about how they can help you in the long run.<\/p>\n

Gatekeepers often have their ear to the ground and have detailed knowledge of a range of company projects. See if there\u2019s a way you can get this information and leverage it to make a more compelling offer.<\/p>\n

For example, maybe you can set up the first appointment with them instead of someone higher up. You could also try setting up a no-commitment call to learn more about current company challenges and goals.<\/p>\n

If nothing else, having this valuable information will make your next pitch even stronger.<\/p>\n

Be Persistent\"\"<\/h2>\n

Sometimes, it\u2019s genuinely just not a good time when you call. But that\u2019s no excuse not to stay in touch.<\/p>\n

The Society for Marketing Professional Services estimates that 43% of salespeople give up after the first contact<\/a>. After the second contact, a whopping 68% of salespeople give up. That means that if you make contact a third time, you\u2019re ahead of nearly 70% of your competition.<\/p>\n

Roughly 80% of prospects say \u2018no\u2019<\/a> four times before they ultimately say \u2018yes\u2019. Following up<\/a> should be a key part of your strategy.<\/p>\n

First, keep your email short, sweet, and conversational. Make it clear that you strongly believe in your product or service\u2019s ability to solve a specific problem for them.<\/p>\n

In additional follow-up emails, offer some information that they\u2019d be likely to share with their colleagues. This could be anything from a reference checklist to an industry events calendar.<\/p>\n

Use a service like Right Inbox<\/a> to customize and prepare your response emails ahead of time. For example, you can craft your no-response message in advance. If they do respond, the automatic message will be cancelled, and you\u2019ll be notified to write a new response. It makes keeping up with your potential leads easy and personalized.<\/p>\n

Gatekeeper Cold Email Template<\/h2>\n

Try out this cold email template for your next pitch to a gatekeeper.<\/p>\n

Subject: Introducing [Target Lead] to [Your Company]<\/strong><\/p>\n