How to Identify Gatekeepers, Decision-Makers, Influencers, & Blockers

Here, we'll explore what gatekeepers are a bit further, explore the concept of gatekeeper marketing, see some tips on how to work gatekeepers effectively, and explore the types of prospects gatekeepers might put you in touch with.

What is a gatekeeper?

A gatekeeper is any initial intermediary between a salesperson and a decision-maker within an organization. They might field calls for executives, be the first point of contact at a company's physical office, or fulfill any other responsibilities to screen who gets to connect with the decision-makers they work for.

Dealing with gatekeepers is a fact of life across several sales roles, so it serves you to have a feel for how to best approach them. Before you can get there, you'll need to have some idea of who they usually are.

Who are gatekeepers in sales?

Gatekeepers tend to have more of a presence in larger firms or corporations, and the term itself can cover a variety of different roles within an organization. For the most part, they're employees responsible for handling administrative responsibilities for executives in some capacity.

They tend to work closely with decision-makers. They might be executive assistants, administrative assistants, secretaries, or receptionists. In some cases, the gatekeeper standing between you and a decision-maker could be even their spouse or a relative.

Rather than treating gatekeepers as the barrier between you and your next sale, think of them more like a resource. If build trust and rapport with them, they can help you get in touch with the right people.

Now that you know where in an organization gatekeepers tend to stand, it's worth understanding who they can connect you to once you align with them.

Who's beyond the gatekeeper?

Getting past the gatekeeper doesn't guarantee a sale, and in some cases, you might be connecting with the wrong person. Here's a closer look at the different kinds of prospects a gatekeeper might connect you with.

The Decision-Maker

This is typically the C-suite; the person who signs the check, re-allocates budget on their own, and says "yes" without conferring with anyone — in some cases, they might even conduct independent research on the solutions they're considering.

Often, the decision-maker delegates the sales process to another type of prospect — the "influencer" — until it's further along. In this case, work with the influencer, but keep the decision-maker in the loop. Show you're happy to work with their team, but regularly check in with them.

The Influencer

The influencer is traditionally a junior-level employee who's asked to research options before their superior is briefed. They don't have the budget or authority to make a final decision, but they do have the power to influence the decision-maker.

The influencer is usually your main point of contact at the company, and they'll pull in the appropriate stakeholders (such as finance or IT) throughout the sales process.

To find out how much power your influencer really has, ask questions like, "Have you done this before?," "Are you confident the decision-maker will follow your recommendation?", or "Is there anyone on your team who might hijack our conversations?"

The answers to these questions tell you how experienced your influencer is in presenting solutions to the decision-maker, and it signals how much help you'll need to offer throughout the process.

The Self-Proclaimed Decision-Maker

The self-proclaimed decision-maker is a toxic prospect. If they're offering unsolicited information, like "I make X amount of money", "I carry a lot of weight around here," or "The CEO and I are buddies," chances are, this person has little influence and might be wasting your time.

Whether it's intentional or not, they're gating you from the rest of the internal purchasing process. Pay attention to those volunteering too much information about their authority.

Ask this influencer how often they meet with the CEO to gauge exactly how much weight their word holds at the organization. If they don't meet with leadership regularly, they might not be worth your time.

You'll also want to find out what other solutions they brought into the company and how that process worked. If they haven't sourced solutions before, consider finding another contact.

Many times, salespeople have their own definition of a decision-maker, but it might not match that of the prospect. By the prospect's definition, they're the decision-maker because they're deciding what to recommend to the C-suite. This person is actually the recommender.

In this case, the prospect is not being deceptive. Don't dismiss the recommender, because they're extremely valuable to the sale. Ask why they're researching a solution and who's asked them to do so. Their answer will tell you who the real decision-maker is.

The Blocker

Often, the blocker has all the qualities of an influencer. They're junior or mid-level, are in charge of researching solutions for their team or company, and are your primary contact at the company.

But, eventually, the blocker will stop answering your phone calls. Your emails will go unopened, and the deal will stall. You've been ghosted — that's the blocker's specialty.

Try to discern when it's time to walk away from the company and when it's time to simply find a new lead there. If you think you're talking to a blocker — and someone else at the business should hear what you have to say — do your research.

Track the company's hiring on LinkedIn to see when someone on a relevant team starts. Then, reach out to them to see if they'd be interested in hearing about your solution. Strike up a relationship with an executive and use that as leverage to engage someone new at the company.

Or simply use LinkedIn to track down someone else on the team and say something like, "I've been speaking with a colleague of yours about your need to lower export costs on overseas shipments. It seems like you might be the more appropriate person to speak with. Do you have a few minutes this week to jump on a call?"

Identifying who you’re speaking with and who you need to speak with is a crucial part of the sales process. Incorporate these questions into your strategy, and find more success with each person you talk to within a prospect’s company.

Learn to work with the gatekeeper.

Having to work past gatekeepers is a nagging but vital fact of sales life. While it might be frustrating to be turned away or put on hold by a receptionist or blown off by an executive assistant, you can't get demoralized or resentful.

Do your research, remain confident, and be polite when you connect with gatekeepers. Remember, they're people doing their job — just like you. If you can stay patient, remain professional, and build rapport with gatekeepers, you'll put yourself in a solid position to connect with decision-makers and set deals in motion.