Major Accounts: Gate Keepers Get You In
Trying to make 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:
1. Ask the senior executive’s assistant for permission to email an executive briefing. 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.
d). You have never made a “cold call”
This is the secret to sharpshooting in the jungle: being granted permission to contact other members of the herd.
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One Response to “Major Accounts: Gate Keepers Get You In”
JOn Burg
August 15th, 2007
As an occasional second tier gatekeeper in my professional career, I would add “understanding” to your list. Even after you get past the first tier of gatekeepers (our noble admins), you’ll often have go through a secondary or tertiary tier before being granted open door access to meet with any of the people you’re probably trying to get through to.
The #1 thing I look for in a solution provider is understanding not only their own offering (many do not) but an understanding of both my needs as a client and their overall competitive landscape. If you don’t know at least as much about your competition and where you will fit in within a marketing mix - as I do (and that doesn’t always set as high a bar as I would like), you shouldn’t be selling.
In addition to the spot on steps provided in the post below, I would take a serious look at your own knowledge of the industry. If you’re selling a solution, you had better understand why and how your product is the best offering on the market for me.
It’s really not hard, just read the industry blogs, stay current. It takes roughly 45 minutes a day, and will make all the difference when it comes to not only getting through the door but making that sale.