Many decision makers have an assistant or secretary who manages their daily schedule. This person is often referred to as the “gatekeeper.” If you want to reach the decision maker, work hard to align yourself with the person who schedules this person’s appointments. Rule number one is to treat the gatekeeper with respect. Learn their names and what they do. Keep in mind this person can be an important source of information. For example, the gatekeeper can tell you how the buying process works and provide information regarding new developments in the company. This person may be able to help you make a preliminary qualification before you reach the decision maker. When you treat the person as an expert by soliciting their views, you establish a relationship that can pay big dividends today and in the future.35

When possible, use personal referrals from someone the prospect knows. If you have met the prospect previously, describe the meeting and tell the gatekeeper why you feel a second meeting would be beneficial.