0    GATEKEEPER SALES PROCESS    A Proven Sales Method by Hundreds of Telemarketers    Published by Ben Blanch    9/1/2009
9/1/2009GATEKEEPER SALES PROCESSA Proven Sales Method by Hundreds of TelemarketersIntroductionThis document has been desig...
9/1/2009TABLE OF CONTENTSINTRODUCTION                            1STEP 1: INTRODUCING YOURSELF            3STEP 2: RAPPORT...
9/1/2009        Step 1: Introducing YourselfYou must always without fail use your full name when approaching aGatekeeper. ...
9/1/2009based on your objection handlers. The best method of getting through isavoiding the objection in the first place.Y...
9/1/2009        Rapport Building StepTelemarketing is not all doom and gloom and deception. If you learn the artof Rapport...
9/1/2009        Close StepYou must have an implication that the decision maker is familiar with youbut never lie. You can ...
9/1/2009       Gatekeeper Scenario ExampleHi Jenny, Joe Smith here, how are you?Good thanks - how are you?Its’ Hump Day, W...
9/1/2009       SummaryThis document is the Gatekeeper Process only. Some aspects ofthis process are similar to the decisio...
9/1/2009        RecommendationsLike anything that we do we must follow a process.Whether you are a doctor who needs to fol...
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Gatekeeper Ebook

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Getting past the Gatekeeper can be one of the most daunting tasks for any telemarketer. With the right strategies this can be simple, this document is a great resource with a step by step process which will increase even the most effective telemarketer. http://www.helpcoldcall.com

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Gatekeeper Ebook

  1. 1. 0 GATEKEEPER SALES PROCESS A Proven Sales Method by Hundreds of Telemarketers Published by Ben Blanch 9/1/2009
  2. 2. 9/1/2009GATEKEEPER SALES PROCESSA Proven Sales Method by Hundreds of TelemarketersIntroductionThis document has been designed based on a working outboundcall centre which generates thousands of appointments per monthin a very saturated market. All information has been tried andtested and is responsible for a business that started in a bedroomand now supports a 400 square metre building packed withtelemarketers. Follow the steps below and you can have similarsuccess.Through the experience of building our team we have identifiedthat there are two Sales Processes when cold calling. The firstrelates to the Gatekeeper (secretary) and the second relates to thedecision maker. Too often Lead Generators or Telemarketersassume that because a certain step (generally Rapport Building)has been completed with the Gatekeeper that it mysticallytransfers from the Gatekeeper to the Decision Maker. This iscompletely illogical however a common practice. The first rule of Gatekeepers is “Always assume they will try and stop you getting through to a decision maker” 1
  3. 3. 9/1/2009TABLE OF CONTENTSINTRODUCTION 1STEP 1: INTRODUCING YOURSELF 3STEP 2: RAPPORT BUILDING 5STEP 3: CLOSE 6GATEKEEPER SCENARIO - EXAMPLE 7SUMMARY 8RECOMMENDATIONS 9 2
  4. 4. 9/1/2009 Step 1: Introducing YourselfYou must always without fail use your full name when approaching aGatekeeper. They are trained to ask questions and probe you to identifywhether their employer would want to speak with you. Generally if a productcan be tele-marketed it generally already is and quite frequently whichcauses several calls per day to the same company from multiple suppliers.There a few reasons why you need to use a full name. I have found through14 years of Telemarketing that when you use a full name it deflates the firstquestion secretaries ask which interrupts the general pattern they are usedto. Gatekeepers also follow a specific process and it is important to break itbefore they start with their standard questioning. In many cases thesecretary will not probe any further as they do not like leaving their comfortzone or regular pattern. Once they are in question mode they don’t stop untilthey know everything. This does not mean that they will not ask furtherquestions however it is a good start.When you only use your first name a number of issues arise. How manyJohn’s, Michael’s and Jenny’s are in the world. The history of Telemarketingas not been a good one, prospects/customers have been mislead and lied toand potentially lost money on information provided by telemaketers. Thereis zero credibility when only using your first name and zero chance of aprospect/customer tracking you down in a medium to large size business.There is an immediate defense mechanism in people when there is no reasonto trust what a stranger is telling you.You must never reveal where you are calling from in your opening statementand preferably not at all through the Gatekeeper Sales Process however ifasked it is important not to alienate them so you should answer.Gatekeepers don’t always know the real objection of why their employerdoesn’t wish to speak with you so you cannot overcome the secretary’s reasonfor not putting you through. The employer has commonly instructed no callsof your nature should be put through. No secretary will risk their job simply 3
  5. 5. 9/1/2009based on your objection handlers. The best method of getting through isavoiding the objection in the first place.You must also capture the secretary’s name and use it. Even though thesecretary has given you their name it supports the familiarity you areportraying as they don’t know if you already had their name prior to themmentioning it.When dealing with the Gatekeeper so many telemarketers and managers feelthat the utmost professional approach is the way to go. My experience hastaught me that this is rarely the case. You must mirror the customer andbreakdown the professional side as if you come across as the professional thegatekeeper will mirror you and focus on their professionalism. This promotesthe asking of questions and their process being followed to a tea which asdemonstrated earlier in this document raises a number of issues i.e. findingout what your call is regarding. When you are passionate about your serviceor product or the person who owns the service is listening to your call wegenerally go into professional mode and fail. The product or service hasnothing to do with your conversation with thegatekeeper, getting past them determines if you are successful. You mustalways be polite and not unprofessional eg. Don’t use profanity or offensivetones and language. 4
  6. 6. 9/1/2009 Rapport Building StepTelemarketing is not all doom and gloom and deception. If you learn the artof Rapport Building your success rate will sky rocket. There is no better toolto breakdown the fact that you are imposing yourself on the Gatekeeper andattempted to get to their employer.Gatekeepers receive multiple calls a day sometimes an hour. There would benothing more frustrating than dealing with Telemarketing calls when youhave other duties to perform. The second a Gatekeeper identifies you’recalling to Sell or Promote something they become defensive as it is there jobon the line.It is vital to identify something familiar to the Gatekeeper within the firstfew seconds of the call. You can do this by looking at the general population,what does every person like? You may use the weekend as a rapport buildingstatement however this is not enough. You may start with your introductionfollowing a polite how are you? It is difficult for Gatekeepers not to respondwith return how are you? as you may be a customer or important person totheir employer. When they do this you can say “it’s Hump Day, Wednesday isalready here and the week is all downhill from here. This works extremelywell as they generally giggle and they are receiving a call that is verydifferent to the majority that they receive. It is always much nicer when anenthusiastic, friendly and funny voice is on the line as opposed to a dry boringinformative voice. You must engage the Gatekeeper, follow on with “I thinkI’ll be having a couple of red wines tonight it has been a long week. Are youready for a few reds when you get home tonight?” If they don’t drink redwine ask them what there poison is. The more too and fro you can do withthem the more of a relationship you form. If their first impression of you is agood one you will receive an automatic trust from them.If the Gatekeeper continues to converse don’t be afraid to keep going. Nevercut them off and ensure you finish the conversation. Don’t drag it out, controlthe call but pick your moment. The moment is generally the first whole oneto two second gap without speaking when neither person has asked aquestion. Your next question should be the Gatekeeper close. 5
  7. 7. 9/1/2009 Close StepYou must have an implication that the decision maker is familiar with youbut never lie. You can do this by sounding familiar with the Decision Makereg. You can ask if the person (by first name only) is at his/her desk or ask if“that trouble maker (by first name) is floating around the office”. Thisprovides a connotation of familiarity especially if they are the owner ormanager as the personality build of these individuals requires people skills,an aspect of flair and generally trouble making as they can get away withmore and it is often used when attempting to motivate.If the person isn’t available you must always strengthen your next call. Askwhen they think he/she would be available and the best time to call. Don’task them to tell them you called because they will feel the need to ask furtherquestions as they will have to physically speak with their employer and theyknow that they will ask what it is regarding. The next time you call they willknow your calling to sell or promote something and won’t put you through.Always leave on a good note when the Decision Maker is not available.Remember Gatekeepers have a job to do to and it is not personal. Selling without closing is just conversation – structure your conversation and gatekeepers will close themselves 6
  8. 8. 9/1/2009 Gatekeeper Scenario ExampleHi Jenny, Joe Smith here, how are you?Good thanks - how are you?Its’ Hump Day, Wednesday is already here and the week is alldownhill now. I’ve got to say I am in need of a couple of red winestonight? How about yourself?Oh, I don’t think I would ever say no to a redA women after my own heart, I am a Cab Merlot man myself, letme guess you are a Shiraz girl aren’t you?You know I don’t mind Shiraz but to be honest I like most reds.Excellent to hear, say is Joe at his desk? 7
  9. 9. 9/1/2009 SummaryThis document is the Gatekeeper Process only. Some aspects ofthis process are similar to the decision maker process howevermany key areas differ. Using this exact approach on a decisionmaker will probably not work as you need to be 100% upfront andcredible to expect a sale without any or little buyer remorse.If you use these techniques when dealing with Gatekeepers youwill succeed in your cold calling efforts. You must always remainflexible with all approaches as no one approach will work on everyprospect. We have chosen this process as it has an extremely highsuccess rate.This document has been written as an internal training documentand also made available to the business world as an EBook due toits proven success rate.For more EBooks relating to the Sales Process please visit –www.helpcoldcall.com 8
  10. 10. 9/1/2009 RecommendationsLike anything that we do we must follow a process.Whether you are a doctor who needs to follow a process to perform theirduties e.g. Introduce, Build Rapport, Ask Questions, Diagnose and Treat oran pilot who needs to draw up a flight plan, organize fuel, start the plane,raise landing gear on take-off, lower landing gear on decent and land theplane we must all follow a process or we will generally fail.Can you imagine a pilot or doctor not doing these things?Cold Calling and Sales are the same, if you miss a step for whatever reasonyou will fail more often then not. You may not crash a plane or missdiagnose however your employer may terminate you if you are notsuccessful which can be just as tragic depending on your lifestyle.Do whatever it takes to motivate yourself to follow each step, keep in mindthe consequences if you don’t follow the steps and work out which is worse,following the process or not being employed.There is only one answer you should conclude.Good Luck and happy selling! 9

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