Sales MasterClass: Turn Gatekeepers into Allies with Jason

Summary

In this business development session, Jason walks through how to engage with gatekeepers—individuals who control access to decision-makers but aren’t themselves the final decision-makers. He explains the importance of forming mutually beneficial relationships with gatekeepers, like developers, contractors, and community experts. Rather than merely extracting contact information, the goal is to provide value that helps both parties grow. Using the five-step sales process adapted to gatekeepers, Jason suggests offering free content, interviews, or project evaluations to build connections, turning gatekeepers into valuable long-term partners in business development.

Takeaways

• 😀 Gatekeepers are individuals who can influence the decision-making process but do not have the final say, such as representatives, contractors, or developers.
• 😀 The goal when working with gatekeepers is not to bypass them but to build mutually beneficial relationships with them.
• 😀 A gatekeeper can be seen as a valuable source of leads and partnerships, not just an obstacle to access the decision-maker.
• 😀 The five-step sales process can be adapted when approaching a gatekeeper, but the main objective should focus on establishing a beneficial relationship, not just extracting the owner's contact.
• 😀 The primary objective when engaging a gatekeeper is to build a relationship that benefits both the gatekeeper and your business, which can lead to future leads and partnerships.
• 😀 Developers, as gatekeepers, can be approached with offers like showcasing their projects for free in exchange for content, which can be mutually beneficial for marketing and exposure.
• 😀 Contractors, as gatekeepers, can be engaged by offering them introductions to property owners who need their services or showcasing their past work for business networking.
• 😀 It's crucial to think about how you can offer value to gatekeepers, such as offering free evaluations, connections, or publicity through your platform.
• 😀 Gatekeepers who are in the business of selling property (e.g., realtors) may not provide direct owner contacts but can still be leveraged by offering solutions like property evaluations and reviews.
• 😀 Networking through content creation, such as interviews and business reviews, can be a powerful tool to engage gatekeepers, offering them value while securing potential business leads.
• 😀 The Bali Business Review was created to keep a network of professionals organized, enabling ongoing exchanges of value and maintaining relationships that could lead to future partnerships.

Q & A

What is the role of a gatekeeper in the business development process?

A gatekeeper is a person who holds access to decision-makers but doesn't have the authority to make decisions themselves. They can influence the process and often act as intermediaries, such as assistants, contractors, or other professionals.

Can you give examples of different types of gatekeepers?

Examples of gatekeepers include representatives (family members or assistants), developers, contractors, workers on-site, community experts (e.g., architects), and sellers (e.g., realtors). These individuals have access to the decision-makers but aren't the final decision-makers themselves.

Why is it important to approach gatekeepers in business development?

Gatekeepers are important because they can influence the decision-making process. Instead of viewing them as obstacles, it's crucial to build a mutually beneficial relationship, as they can provide valuable leads or access to decision-makers.

How can the five-step sales process be adapted when dealing with gatekeepers?

The five-step sales process can be used for gatekeepers, but the goal needs to be modified. Rather than focusing solely on extracting the owner's contact, the objective should be to build a relationship with the gatekeeper that benefits both parties, such as offering value or services in exchange for access or leads.

What is a better goal than simply extracting the owner's contact from a gatekeeper?

A better goal is to develop a mutually beneficial relationship with the gatekeeper. Instead of just asking for the owner's contact, focus on understanding how you can offer value to the gatekeeper, such as helping them grow their business or providing connections.

What is a good approach for building a relationship with a developer who is a gatekeeper?

A good approach for building a relationship with a developer is to offer them something valuable, such as content exposure (e.g., interviews, property evaluations) or access to potential investors. This helps the developer market their project and can establish a long-term connection.

How can contractors be approached to build relationships with them as gatekeepers?

Contractors can be approached by offering them opportunities to showcase their work, such as inviting them to events or introducing them to property owners who need renovations. This helps contractors find clients while fostering a business relationship.

What is one example of how to create long-term value in a relationship with a contractor?

One example is exchanging social media links or creating backlinks. For instance, a contractor could have a link on your website, and in return, you could have a link on theirs, providing long-term value in terms of SEO and connections.

Why should gatekeepers be seen as potential leads rather than obstacles?

Gatekeepers should be seen as potential leads because they often have access to other owners or decision-makers. By building relationships with gatekeepers, you can tap into a network of people who may need property management services or other business solutions.

How can you leverage past gatekeepers to generate new business opportunities?

You can leverage past gatekeepers by updating them on new developments, such as recent articles or business news. You can also ask them for referrals or leads, maintaining a continuous exchange of value to sustain the relationship.