Jack Hubbard, a sales coach I like and respect, taught me some important things about gatekeepers. He emphasized that salespeople have it all wrong in their notion of "getting around the gatekeeper." Instead, he said, salespeople should be collaborating. I agree and it's something I've tried to do my entire sales career. I've always tried to learn and make note of the gatekeeper's first name, their likes, and interests, what they are up to this weekend. And I use words with them such as "advice" or "help."
For example, "Hey Lloyd, may I please get your advice?"
No one ever asks a gatekeeper for advice, and they are honored when you do. Once they are on board, it’s time to send a letter via DHL or FedEx.
Why FedEx a Letter?
First of all, sending a letter via FedEx is a game-changer. It means you are serious.
- You've spent money.
- You've researched their company for contact information and you know your eCommerce lead’s mailing address (and can afford quality data for prospecting).
- You are tracking this letter and you will know who signs upon receipt.
- FedEx letters don't get trashed because they are perceived as 'valuable.'
Second, no one is going to read your letter. Or at least not all of the letter. That is ok.
Once you have a gatekeeper willing to provide help or advice, I like to let him or her know I'm going to be FedEx-ing a letter. I wonder if they would be willing to help me by opening the letter and placing it on the recipient's desk. Then, ask the gatekeeper one of these well-placed follow-up questions:
- "Do you think he will read it?"
- "Is there a better way to get a letter in Paul's hands?"
- "Would you please help me make sure that s/he receives the letter?"
Usually, they will agree to do this for you. If you are really good at this (and lucky) your gatekeeper may add a post-it note to your qualified business lead on the front such as "A nice man/woman requested I place this on your desk."
FedEx-ing a letter is expensive, and it also takes a lot of your sales currency (time), but it works. If nothing else it is a nice 'touch' in your outbound prospecting campaign cadence. Attention spans are dwindling, so being unique will help you make an impression on a sales-qualified lead. Plus, you need to put in a minimum of 8 touches for a viable sales lead, and a FedEx letter with valuable information is a good one.
Contact us for more sales hacks. We’ll show you what to write in the letter (and what to include in the FedEx envelope).
