I attended a seminar the other day on marketing. One of the focuses was to break down your types of calls and define what the key elements are. So, today, we’re breaking down a cold call and how we get past the gatekeeper.
One of the first things to realize is that the relationship with the gatekeeper can be just as important as the one with the actual referral decision-maker. If you screw up with the gatekeeper, forget about it. You’ll never get in.
One of the things I recommened is to utilize the gatekeeper as a resource for information. Asking if their doctor accepts Medicare or managed care patients, asking when the best time to come is, asking questions about what they see everyday. Make your referral source’s gatekeeper an ally.
When you initially call upon an account, no one there knows you. As soon as you walk through the door with your briefcase, bag, or marketing materials, the receptionist / gatekeeper is suspicious. You introduce yourself and tell them you’re from ABC nursing home, and their defenses go even higher. “Yep, another salesperson,” thinks the gatekeeper. As soon as you begin asking questions about the physician or where the case manager’s office is, be prepared to be shut down. You’re not getting back there. The gatekeeper will protect them from the likes of you. So, instead of trying to get past them, this is what I suggest you do to gain their cooperation:
1. Introduce yourself and what company you’re with.
2. Tell the gatekeeper why you’re there. I.e. – “I’m here to learn who makes decisions about the discharge of patients to nursing facilities or rehab centers.”
3. Tell them why your facility is the best choice for their patients. I.e. – “We have a new orthopedic program that has produced some fantastic results for patients like yours…”
4. Ask them who the decision-maker is and what the proper process is for setting up an appointment with them. -> The defenses go down a little bit here as they realize you’re not trying to barge past them. You’re being respectful and following their protocols.
5. As you’re setting the appointment, thank them for helping you. Let them know you’re available to answer any questions the decision-maker may have now if they have a few minutes.
6. Ask any specific questions you need to about the account.
This seems to be an effective tool at getting past the gatekeeper because they are actually helping you set the appointment. Get the appointment, prepare based off the questions and answers you received from the gatekeeper and make sure to keep the appointment. Once you get to sit down with the decision-maker, let them know that you’d like to stop by and see them every so often. Ask what the best way to do this is.
Give it a try and let me know how it works for you.
