In every sales process, you’ll encounter Gatekeepers and Blockers—individuals who, intentionally or not, slow your progress. Understanding their motivations, navigating their objections, and turning them into allies (or minimizing their impact) is critical to advancing your deals. Gatekeepers control access to decision-makers, while Blockers actively resist change or your solution. Here’s how to identify, engage, and overcome these hurdles to keep your sales process moving.
Understanding Gatekeepers and Blockers
- Gatekeepers: Often administrative staff, executive assistants, or junior team members tasked with filtering information and controlling access to key stakeholders. Their primary focus is protecting the decision-maker’s time and ensuring only relevant, valuable information gets through.
- Blockers: These are individuals within the organization who actively resist your solution, either because it threatens their role, they’re loyal to a competitor, or they don’t see the value in what you offer. Their influence can stall or derail deals entirely.
How to Engage Gatekeepers
Gatekeepers aren’t the enemy—they’re doing their job. Winning them over can open doors and accelerate your deal.
Here are some AI prompts to help you understand and engage Gatekeepers effectively:
Identify the priorities of [Gatekeeper’s Role] in [Organization]. Suggest strategies to demonstrate respect for their responsibilities while gaining access to key decision-makers.
Draft an email that introduces [Solution] and outlines its value in a way that’s relevant to [Gatekeeper’s Role]. Focus on aligning with their priorities and building trust.
Provide tips for creating a win-win scenario for [Gatekeeper’s Role], where they feel valued in facilitating the connection to [Decision-Maker].
How to Address Blockers
Blockers require a strategic approach. Understanding their motivations and addressing their concerns directly is the key to neutralizing resistance.
Here are AI prompts to help with Blockers:
Analyze potential reasons why [Blocker’s Role] in [Organization] might resist adopting [Solution]. Provide actionable strategies to address their objections and win their support.
Draft talking points to demonstrate how [Solution] aligns with [Blocker’s Role] goals while addressing any perceived threats to their position.
Suggest ways to involve [Blocker’s Role] in the implementation plan to turn them into an advocate rather than a detractor.
Pro Tips for Handling Gatekeepers & Blockers
- Gatekeepers:
- Always treat them with respect; they often have the ear of the decision-maker.
- Provide just enough information to pique curiosity and prove your value.
- Ask how you can make their role easier, such as delivering precise materials or scheduling around their preferences.
- Blockers:
- Build trust by listening to their concerns without defensiveness.
- Show how your solution benefits them directly—whether it’s less workload, improved efficiency, or enhancing their team’s success.
- If a Blocker can’t be converted, work around them by strengthening relationships with Champions and decision-makers.
Closing Thoughts
Gatekeepers and Blockers are part of every sales journey, but they don’t have to derail your process. By understanding their motivations, respecting their roles, and addressing their concerns, you can turn potential roadblocks into opportunities. Leverage these prompts to strategize your engagement and ensure smoother navigation through complex sales cycles.
If you found these prompts helpful, share this post with your team or on LinkedIn.