Get past the gatekeeper

In speaking with clients each day, one of their biggest frustrations is getting past the gatekeeper, which is often why they get help from me using 3D Mail! But there are some universal truths when trying to get past the gatekeeper, and we’ll discuss a few of them over the next few tips.

But, before all you B2C’ers out there tune me out, saying you don’t have a gatekeeper, I encourage you to stay with me. You’ll soon see that many times you have to get past a gatekeeper at the home, too.

Before we get too far into some nitty-gritty strategies on getting past the gatekeeper, one thing you may want to ask yourself is if you can enlist the help of the gatekeeper to accomplish what you want. A novel idea, right?

This can be done a number of ways. One of the best ways to accomplish this is to let them know the benefits of what you do to them. For example, could your product or services lead to:A raise for the gatekeeper?

• Job security for the gatekeeper?
• A happier boss?
• Less stress?
• Or any other number of benefits related to the gatekeeper.

You need to use the same marketing and sales skills to get the gatekeeper on your side as you would with making the final sale to the decision maker. Now, for you B2C marketers, there is a gatekeeper at the home, and a lot of the same things we discussed above can easily apply to you.

For example, in a famous series of letters written by Dan Kennedy for a restaurant, the first two letters went to the husband of the house, encouraging him to take his wife to a nice, romantic dinner. A final third letter was addressed |to the wife, informing her of her husband’s “lack of love” for not bringing her in. So by enlisting the help of the gatekeeper, you can actually get exactly what you want, whether you market to consumers or to other businesses.

But what if you absolutely can’t enlist the help of the gatekeeper? Well, I think I have some creative ways around that. See you next time.

Marketing Tip Reader’s Only Special

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See this short video I shot about the Sample Kith & Sales Explosion Guide here.