A gatekeeper in sales is the person who screens calls and messages for a decision-maker, such as an executive assistant, receptionist or office manager.
What the screen is testing
SDRs and AEs meet gatekeepers on the phone, at the front desk and in the inbox, where an assistant triages the executive's email. A gatekeeper's job is to protect the executive's time, so the screen is a test of relevance. Tricks fail it, and so does a pitch. What gets through is a short, honest reason for the call that names a problem the executive is likely to own, plus a request for direction: "Who looks after this?"
Gatekeepers often know who owns a problem in ways an org chart does not show, so a good conversation with one can save a week of guessing. Coaching it means listening to the first fifteen seconds of the rep's calls. The question a manager asks after a blocked call: "What reason did you give for calling, and could the assistant have repeated it to the executive?"
Our cold call coaching how-to covers how to review those openings, and the SDR coaching guide covers the full motion.
The assistant who pointed the way
This example is illustrative. An SDR calls the CFO of a regional hospital group and reaches her assistant. The weak version: "Hi, is Dana available? It's about a quick intro." The strong version: "I'm calling about agency staffing costs at the new outpatient site. I don't know if that sits with Dana or with someone in nursing. Who would you point me to?" The assistant names the director of nursing and says Dana reads email before 8am. The SDR now has two threads and a time to write, so the follow-up email carries the weight. If you want that draft coached before it goes, talk to us.
Related terms
- Cold email: the message an email gatekeeper screens.
- How to write a cold email: writing the email that gets forwarded.
- How to coach cold calls: reviewing the opening the gatekeeper hears.
FAQ
How do you get past a gatekeeper?
Give a short, honest reason for the call that names a problem the executive likely owns, then ask for direction: who looks after this? Gatekeepers screen for relevance. A clear reason and a respectful question give the gatekeeper something to act on. Vagueness, or pretending to know the executive, gives them a reason to block the call.
Should you try to avoid gatekeepers?
Usually not, because the gatekeeper stays between you and the executive for the rest of the deal. Calling early or late to skip the assistant sometimes works once. A rep who treats the assistant well gets meetings scheduled and emails forwarded later.
Is an executive assistant a gatekeeper or a buyer?
An executive assistant is a gatekeeper, though often an influential one. Assistants rarely sign, but they control the calendar and often know who owns a problem. Note what they tell you in the account record so the next touch uses it.