Making contact for the first time with a major account can seem like getting inside a herd. Or a pack. Or a tribe. Every herd protects itself from intruders. Much ink has been spilled about getting around gatekeepers.This may sound contrarian, but I suggest not trying to “get around” gatekeepers. Instead, enroll them. Here’s the approach I’ve found that works:
This document is carefully crafted to answer a senior executive’s who/what/where/why questions..from a 30,000 foot vantage point. An executive briefing is NOT a bragging sheet, nor is it a “how-we-do-it” description.
Its purpose is to pre-screen that executive as to their willingness to agree to a discovery conversation.
2. The executive briefing is a credibility-builder, answering the questions they probably have in their minds. Have you helped other clients of their size, in their industry, to overcome a similar business challenges?
3. The executive suggests you speak to someone on their team. What has just happened?
a) The senior executive signalled that your offering is relevant. You just got the “green light”.
b) The briefing document is now in the hands of the team responsible for evaluating and/or implementing a solution
c) The “gatekeeper” has granted you access to the heart of the herd.
This is the secret to sharpshooting in the jungle: being granted permission to contact other members of the herd.