One of the most common gatekeeper objections is when they ask you, “What is the call in regards to?” They use this question to determine whether you are a salesperson. And it is very effective.
Don’t Sound Like a Salesperson
If you follow your instincts or directly answer their question, you might respond with something like:
Well, I am calling to schedule a meeting with the VP of HR to learn more about your process for clearing employee records and would like to see if you are a fit for what we sell.
As soon as the gatekeeper hears that, they know it is OK to get rid of you. Your answer might not be as much of an “I am a salesperson” admission as the example I gave, but if you are a salesperson, it can be difficult to answer that without sounding like one.
Respond With Your Value Proposition
Here is a quick tactic that you can use for this gatekeeper objection. When that question is asked, simply respond with your value statement. Your value statement is a one-sentence statement that simply shares how your products or company help your clients. For example, you could respond with something like:
Well, the purpose for my call is that we help VP’s of HR to decrease employee absenteeism.
After you say that, just stop talking and sit there. Wait for the gatekeeper to speak first.
This Response is a Curveball
The funny thing about this is that they will not know how to respond. It is almost like a curveball that you have thrown at them. The reason why they do not know what to do is that your value statement will not give them a clear indication of a salesperson. It provides them with an answer to their question, but it is a little unclear if you are a salesperson trying to sell something.
And as a result, you will not trigger their automatic gatekeeper objection response. To be clear, I am not saying that they will hear your value statement, receive you with open arms, and send you right through. It more so throws them off their game and makes them less able to shut you down.
Difficult to Respond With Another Objection
The other thing that is good about saying your value proposition when facing a gatekeeper objection is that it is difficult for them to try to get rid of you with any of these objections:
We are not interested.
We already use somebody.
We do not need that.
This is because your value proposition often focuses on improving something, and it is often difficult for the gatekeeper to say they are not interested in making things work better.
For example, if your value proposition is that you help manufacturing companies make their frontline workers happier, it is difficult for a gatekeeper to say that they are not interested in their employees being happier.
Give this a shot: Simply say your value statement when you hear, “What is this in regard to?” and sit back and see what happens. Let us know how it goes!
