How to Get Past Gatekeepers in Sales

Gatekeepers—receptionists, assistants, and screeners—are doing their job: protecting their boss's time from salespeople.

Your job is to get through to decision-makers without being deceptive, rude, or manipulative.

This guide covers ethical, proven strategies to get past gatekeepers and reach the people who can buy from you.

Understanding Gatekeepers

Who Are Gatekeepers?

Common titles:

• Executive Assistant (EA)
• Receptionist
• Office Manager
• Personal Assistant (PA)
• Secretary
• Front Desk

Their job:

• Filter calls and visitors
• Manage executive's calendar
• Protect boss's time
• Screen sales pitches
• Handle routine inquiries

Why They Block You

Legitimate reasons:

• Boss truly busy with important work
• You sound like every other salesperson
• No context for why you're calling
• Past bad experiences with salespeople
• Not clear how you add value

Your goal: Differentiate yourself from typical salespeople while respecting their role.

The Wrong Approach

What NOT to Do

❌ Lie or deceive:

• "I'm returning their call" (when you're not)
• Pretending to be a customer
• Claiming it's personal
• Using fake urgency

❌ Be rude or dismissive:

• "Just put me through"
• "They'll want to talk to me"
• Treating them like an obstacle
• Being condescending

❌ Refuse to identify yourself:

• "Who's calling?" "A friend"
• Avoiding saying you're in sales
• Being evasive about purpose

Why these fail:

• Burns bridges
• Gets you blacklisted
• Damages reputation
• Shows poor character
• Doesn't work long-term

The Right Approach: 9 Proven Strategies

Strategy 1: The Direct Professional

Be honest, confident, and respectful.

Script:

Gatekeeper: "[Company name], how can I help you?"

You: "Hi, this is [Your Name] from [Company]. I'm trying to reach [Decision Maker]. Are they available?"

Gatekeeper: "What's this regarding?"

You: "We help [type of company] [achieve outcome]. I wanted to have a brief conversation with [them] about [specific topic]. Who would be the right person to speak with about that?"

Why it works:

• Honest and straightforward
• Respects their role
• Assumes you deserve to get through
• Professional tone
• Gives them information to make decision

Strategy 2: Enlist as Ally

Turn the gatekeeper into a helper, not an obstacle.

Script:

You: "Hi, I'm hoping you can help me out. I'm trying to reach the person who handles [specific responsibility]. Would that be [Decision Maker], or is there someone else I should talk to?"

Gatekeeper: "That would be [Name]."

You: "Perfect, thank you. Are they usually available around this time, or is there a better time to reach them?"

Why it works:

• Asks for help (people like helping)
• Shows respect for their knowledge
• Makes them part of the solution
• Non-threatening approach

Strategy 3: The Referral Approach

Mention a connection or customer.

Script:

You: "Hi, this is [Your Name] from [Company]. I'm calling because we recently worked with [Similar Company/Mutual Connection], and they suggested [Decision Maker] might benefit from a similar conversation. Is [they] available for a quick call?"

Why it works:

• Instant credibility
• Not a cold call anymore
• Gatekeeper more likely to connect
• Shows you're legitimate

Important: Only use if you actually have the referral/connection. Don't lie.

Strategy 4: Call at Off-Hours

Reach decision-makers when gatekeepers aren't there.

Best times:

• Before 8:30am
• After 5:30pm
• During lunch (12-1pm)
• Early morning (7-8am)

Why it works:

• Executives often work early/late
• They answer their own phones during these times
• Shows you're dedicated
• Fewer competing calls

Strategy 5: Use Their First Name

Speak like you already have a relationship.

Script:

Gatekeeper: "Who's calling?"

You: "This is [Your Name]. Is [First Name] available?"

Gatekeeper: "What's this regarding?"

You: "I wanted to talk to [them] about [specific topic]. Is [they] in?"

Why it works:

• Sounds like existing relationship
• Familiar tone creates assumption
• Less likely to be screened
• Natural and confident

Warning: Use respectfully, not deceptively. If asked, be honest about your relationship.

Strategy 6: The Value Statement

Lead with specific value, not a pitch.

Script:

Gatekeeper: "What's this regarding?"

You: "I have information about [specific outcome/solution] that's relevant to [Company's specific situation]. Five minutes of [Decision Maker's] time could [specific benefit]. Should I call back at a better time, or are they available now?"

Why it works:

• Specific, not generic
• Shows relevance
• Quantifies ask (5 minutes)
• Provides value reason
• Gives gatekeeper information to assess

Strategy 7: The Assistant Strategy

Befriend the assistant and build relationship.

First call:

You: "Hi, I'm trying to reach [Decision Maker] regarding [topic]. I know you probably screen a lot of calls. Can I be honest with you?"

Gatekeeper: "Sure."

You: "I'm in sales, but I only work with [specific type of company] who struggle with [specific problem]. Is [Decision Maker] the right person to talk to about that, or is there someone else?"

Follow-up calls:

You: "Hi [Gatekeeper Name], it's [Your Name] again. I spoke with you last week about [topic]. Any luck getting on [Decision Maker's] calendar?"

Why it works:

• Honesty builds trust
• Treats them as professional
• Builds relationship over time
• They become your ally

Strategy 8: The Executive Assistant Respect

Acknowledge their role and importance.

Script:

You: "Hi, you must be [Decision Maker's] assistant. I've heard great things about them. I'm [Your Name] from [Company]. We help [outcome]. I know their time is valuable—would it make sense to schedule 10 minutes for a quick conversation, or should I send some information first?"

Why it works:

• Shows respect for their role
• Acknowledges decision-maker is important
• Offers options (control)
• Collaborative tone

Strategy 9: The Pre-Call Research

Know who the gatekeeper is and use it.

Research:

• Find assistant's name on LinkedIn
• Check company directory
• Call and ask reception for assistant's name

Script:

You: "Hi [Gatekeeper Name], this is [Your Name] from [Company]. I'm trying to reach [Decision Maker] about [specific topic]. What's the best way to get 10 minutes on their calendar?"

Why it works:

• Personalization shows effort
• Creates familiarity
• Less adversarial
• Professional courtesy

What to Do When They Ask Questions

"What's this regarding?"

Good responses:

"We help [type of company] [achieve outcome]. I wanted to see if [Company] might benefit from a similar approach."

"It's about [specific business topic] that affects [their industry]. Five minutes to discuss whether it's relevant."

"I'm following up on [trigger event]. Wanted to have a brief conversation about how we might help with [related topic]."

Avoid:

"It's personal" (lying)
"They'll know" (evasive)
"Just put me through" (rude)
"It's confidential" (suspicious)

"Can I tell them what it's about?"

Good response:

"Absolutely. We help [type of company] [outcome]. Based on [research/trigger], thought there might be an opportunity to discuss [topic]. If it's not relevant, I understand, but I'd love five minutes to explore."

"They're not available"

Good responses:

"No problem. When's a better time to reach them?"

"Should I send an email first? What's the best address?"

"Is there someone else who handles [topic] that I should talk to?"

"Send an email and they'll get back to you"

Options:

Option 1: Send and follow up

"Perfect. What's the best email? And when should I follow up if I don't hear back—end of the week?"

Option 2: Respectfully push back

"I'd be happy to send something over. To make sure it's relevant, quick question: is [problem area] something [Company] is currently focused on?"

Voicemail Strategy

If you can't get through, leave a strategic voicemail.

Effective voicemail:

"Hi [Name], this is [Your Name] from [Company]. Quick message: we help [type of company] [achieve outcome]. Based on [trigger/research], thought it might be relevant for [Company].

I'll try you again [day/time], or feel free to reach me at [number]. Again, [number].

Thanks!"

Keep it:

• Under 20 seconds
• Specific and relevant
• Professional
• Clear callback plan
• State number twice, clearly

Alternative Paths

Go Around, Not Through

Other paths to decision-maker:

1. LinkedIn:

   • Connect on LinkedIn
   • Send InMail
   • Engage with content first

2. Email:

   • Find email address
   • Send personalized email
   • Reference attempt to call

3. Events:

   • Industry conferences
   • Trade shows
   • Local events

4. Mutual connections:

   • Ask for introductions
   • Leverage shared contacts
   • Join same groups/associations

5. Other stakeholders:

   • Talk to others in organization
   • Build multiple relationships
   • Multi-thread the account

The Persistent Follow-Up

How Often to Call

Week 1: Day 1, Day 3 Week 2: Day 7, Day 10 Week 3: Day 14 Week 4: Final attempt

Mix Your Channels

• Call #1
• Email #1
• LinkedIn connection
• Call #2
• Email #2
• LinkedIn message
• Call #3
• Final email

When to Give Up

Signs to move on:

• 5-6 attempts with no response
• Direct request to stop calling
• Clear "not interested"
• Company not a good fit
• Better opportunities available

How to end professionally:

Voicemail:

"Hi [Name], [Your Name] from [Company]. This will be my last message. If [topic] becomes relevant in the future, feel free to reach out. My number is [number]. <a href="/blog/dreamforce-travel-hospitality" class="underline decoration-2 decoration-cyan-400 underline-offset-4 hover:text-cyan-300">Best of</a> luck with [their goal/initiative]."

Email:

Subject: Final note

Hi [Name],

I've tried reaching you a few times about [topic]. I'll assume it's not a priority right now.

If anything changes, I'm an email away.

Best,
[Your Name]

Common Mistakes

Mistake 1: Being Too Pushy

Demanding to be put through, arguing with gatekeeper.

Fix: Be respectful and professional. Treat them as allies.

Mistake 2: Being Deceptive

Lying about why you're calling or pretending to be someone you're not.

Fix: Be honest about who you are and why you're calling.

Mistake 3: Giving Up Too Easy

Accepting first "not available" and never calling back.

Fix: Plan 5-6 touchpoints over 3-4 weeks.

Mistake 4: Sounding Like Every Salesperson

Generic pitch that screams "sales call."

Fix: Be specific, relevant, and research-based.

Mistake 5: Treating Them Like Obstacles

Dismissive tone or ignoring their questions.

Fix: Show respect, answer questions, enlist as ally.

The Bottom Line

Get past gatekeepers by:

1. Being honest and professional - No lies or manipulation
2. Showing respect - They're doing their job
3. Being specific - Not generic sales pitch
4. Providing value - Clear reason for call
5. Being persistent - 5-6 attempts minimum
6. Building relationships - Turn them into allies
7. Using multiple channels - Don't just call

The best approach treats gatekeepers as professionals who can help you, not obstacles to overcome. Be respectful, honest, and persistent, and you'll get through more often while building positive relationships.

Remember: sometimes the gatekeeper becomes your biggest champion inside the company. Treat them accordingly.