Let’s be real—if you’re in B2B sales, few moments are as intimidating or frustrating as hitting that wall known as the gatekeeper. You know the one: they answer the phone with professionalism, ask pointed questions, and seem to have a sixth sense for sniffing out a sales pitch. They’re trained to screen calls, guard their boss’s time, and block anything that smells like “just another vendor.” For many reps, they feel like they feel like the ultimate roadblockthe ultimate roadblock—the first no in a long day of cold calling.
But here’s the truth most people overlook: the gatekeeper isn’t your enemy—they’re actually your first ally, if you know how to approach them the right way. The path to the decision-maker doesn’t begin with persuasion—it begins with connection. And that connection starts the moment they pick up the phone. Whether you earn their trust or get bounced in seconds depends entirely on how you show up. Are you just another interruption—or are you someone worth listening to?
Here are 3 proven strategies that have helped me and my teams consistently get through and stand out along with the reason why it works.
- Use their name: People love hearing their own name, and gatekeepers are no exception. When you call and greet them with, “Hi Lisa, I was hoping you could point me in the right direction,” it’s disarming, respectful and polite.
- Be vague but confident: Confidence is your secret weapon. Say things like, “I just need to confirm something with Mark,” instead of giving a full breakdown of your offer. If you sound like someone who’s supposed to be talking to the decision-maker, there’s a good chance you’ll get through.
- Ask for help: Instead of trying to bulldoze past them. There’s power in humility. Try, this instead. “Maybe you can help me—who handles your [logistics/IT/employee training/etc.]?” Most gatekeepers have a helping mindset baked into their role. Tap into it.
Why They Work:
Gatekeepers are trained and really good at filtering out irrelevant calls, but being authentic and showing them respect lowers their natural defensive tendencies. Along with exuding confidence and not being pushy signals the authority that you belong, which reduces the likelihood of rejection. Lastly, asking for help shifts the dynamic from confrontation to collaboration. You’re not pitching a product or solution—you’re inviting then to help you by providing guidance. Gatekeepers often appreciate being seen as knowledgeable, and this approach creates a sense of inclusion.
Gatekeepers aren’t just receptionists—they’re filters. And filters are built to block noise, not let it in. Remember: The first “yes” you get isn’t from the buyer—it’s from the gatekeeper. And that “yes” often determines whether your message gets heard or ignored entirely.
They aren’t just human barriers—they’re professionals doing their job to protect the time and focus of key decision-makers. Treat them like a person, not a problem. Build trust, not tension. When you shift your mindset from “getting past” them to “working with” them, everything changes. Let’s stop treating access like a battle and start treating it like a genuine conversation built on respect, rapport, and purpose.
Practice Makes Progress: Roleplay these strategies with teammates, build a mental bank of common objections and stay polite, assertive, and focused on value, not just volume.
What strategy will be your go to strategy going forward. Please share with the group.
