A gatekeeper is someone who controls access to a decision maker. Coaches often find themselves stuck at the gate, unable to have a conversation with the person who can actually give the “green light” and hire them. Here are a few strategies to get past a gatekeeper and get in front of the right person to move forward:
Research
Before reaching out to a company, do your research. Gather information about their organizational structure and learn who controls the money. Identify the person who can set a date for a meeting. It is common for someone inside the Human Resources department to act as the gatekeeper. HR Managers can say “No!” without permission, but rarely can they make a decision independently.
Doing your research will help you get past a gatekeeper.
Leverage Social Media
If you are on LinkedIn, X (formerly Twitter), Instagram or another social media platform, make an effort to connect and follow the decision-maker. Pay attention to their content and engage when you are able. Build a relationship with your potential clients by being present. Follow any influencers or advocates you discover during your research, as they may be the ones to connect you to the person who will ultimately hire you.
Personal Referrals
Look for a mutual connection with your decision-maker and ask for an introduction or a referral. Personal referrals are one of the best ways to bypass a gatekeeper and increase your chances of getting your information in front of the right person. Your mutual contact may also offer insight into the company’s inner workings that you lack.
Offer Value
As you interact with influencers, decision-makers and gatekeepers, offer great value. What problem can you help them solve? How can you help them achieve their goals? If you can identify a specific challenge they are facing, share something that will serve them. They will perceive this as a commitment to their success and keep you top of mind.
Attend Events
Industry events, conferences and seminars can put you in the path of those who make decisions for their companies. You can choose presentations and break-out sessions that will allow you mix and mingle with those you want to meet and greet. Plus, you will learn more about the industry and likely, meet new people, too. Remember, you only have 48 hours to reconnect after the event or you will be forgotten.
Nurture the Gatekeeper
In some cases, there’s no way around the gatekeeper within an organization. In that case, spend your time and energy nurturing the relationship with the person who is barring the door. A handwritten note with a gift card for coffee might be the very thing to soften their stance on letting you in!
Nurturing the gatekeeper with a thank you note or gift card can pave the way to an introduction.
Patience and Persistence
It takes time to get past a gatekeeper and reach the ultimate decision-maker. Corporations are busy hives of industry and you are a disruption (even though you have solutions). Be polite, persistent and patient! Timing is key and often corporations make decisions months, if not years in advance. Take the time to understand their process for making hiring decisions for your services and use this knowledge to create an outreach strategy. This will allow you to be noticed sooner and increase your chances of getting hired.
Gatekeepers are a fact of life within a corporation and learning how to get past them is an important lesson in growing your business.
For more information, The Coach Business Guide: The Path to Launch and Grow your Coaching Practice, Chapter 23, Growing your Business.
