How do you like the system we now use to screen and select presidential candidates? Is it effective and efficient in delivering the most excellent alternatives? Maybe it’s analogous with the way we are screened as salespeople when we seek to make contact with the decision makers to whom we sell.

Does our political process tend to screen for experience and competence or does it favor attractiveness and eloquence? Does it reward honesty about the hard issues of the day, or is it kinder to those who say what voters' itching ears want to hear? The system generally rewards the latter on both and almost requires the candidates to be less than transparent, if not downright dishonest, if they want to have any hope of getting elected. What a shame.

Screening for sales Do companies tend to screen salespeople who are experienced and competent in their field or do they favor salespeople who are attractive with the gift of gab when they call? Does this system reward sales people who are transparent and honest about their positions, or is it kinder to those who know how to finesse and game the system?

Fortunately in sales it isn’t as bad as it is in national politics; the answer is that it depends on who in the organization the salesperson is talking to. There is hope.

Gatekeepers vs. decision makers Many salespeople never get a chance to help the decision makers in an organization with their product or service, because they are screened out by gatekeepers. Administrative assistants, purchasing people and even middle managers are just doing their jobs when they act as gatekeepers. The sheer volume of incoming inquiries and requests on top of their other duties requires that they prioritize out people who aren’t already on the inside.

They are often over-tasked just handling all of the customers, employees, friends and vendors they already deal with to let another one into their world, so we shouldn’t take it personally when we get the brush-off on a cold call.

David Sandler, the sales guru, once said: “If you play it completely straight in an un-straight world, you’re gonna’ get killed!” I’m guessing that most politicians would agree with this statement, but this concept also applies to sales, and getting screened by gatekeepers.

For example, if our approach to a gatekeeper sounds like: “I’d like to talk to the person who does the purchasing for such and such products and services.” We’re likely to get: “If you give me your name and number, I’ll give it to so and so and I’m sure they will give you a call.” I’m guessing I don’t have to mention that the odds of receiving a call in this situation are almost zero; so playing it “straight” gets you “killed”.

Be an actor So what’s the answer; how do we play it with a gatekeeper so we don’t get screened from decision makers who may need our help? Fortunately we don’t have to resort to lying, cheating or stealing like in politics; but we do have to act.

And while we are acting, we must play a role that is convincingly screened-in, the role of an insider like a customer, friend or family member or employee; but again, we don’t have to lie, we only have to act “as if.” We need to do whatever it takes to not sound, act, feel or smell like a salesperson on a cold call.

The easiest way to develop our own approach to getting past gatekeepers is to call and ask for the decision maker like we are calling our brother or sister or family member at work. We ask for the person by first name, offer only our first name and struggle when the gatekeeper begins the inquisition, “…What’s your last name?” “…And you are?” “…And this is regarding?” Answer questions the way we would if we were someone familiar calling and was confused by all the questions.

The background of our “character” is someone who has never had to call someone in a business before, so the routine questions of the receptionist are confusing to us. It only works if we are convincing in our tone, so if we sound like we’re acting, they will “smell” a sales assault--and screen us out.

Prey to the system Some of the best people for the office never even become nominees for the presidency, so the screening we do as a country doesn’t often deliver the best alternative.

So if acting to get deeper into accounts feels wrong, just consider what problems a decision maker will have to deal with unnecessarily if we don’t get through to them. And the gatekeeper’s tactics aren’t personal, or honest for that matter, just a role they have to play.

If a salesperson doesn’t have a system, they become prey to the gatekeeper’s system.

© Copyright 2010. Marr Professional Development Corporation

Joe Marr is a public speaker, sales and management consultant and trainer, and runs the Sandler Training center at 501 State Street in Ann Arbor. To get more information on Selling Smart training sessions being conducted this season, call: 734-821-4830 or visit his website at: www.sandlerannarbor.com