"May I ask what this is about?"

With those simple words, gatekeepers strike fear into the hearts and tie the tongues of many phone-based marketers and sales reps. But it doesn't have to be that way. Here are some "dos and don'ts" for getting through to your intended contacts:

Demonstrate great respect for administrative and support staff, but do not act like their peer nor talk as if you were one. Your "business parity" needs to be with their boss, your customer or prospect, not the gatekeeper.

• Do not plead for access nor apologize for requesting it.
  
• Do not diminish your purpose nor cheapen your call by saying "I’m just calling," "I’ll be real quick," "It will only take a couple of minutes," or similar phrases.
  
• Do not try to convince the gatekeeper about your company's or product's merits, only about connecting your call.
  
• For customers, tell the gatekeeper, "Mr.\Ms. [customer name] uses our product to (whatever your product or service does) and that's what we'll talk about. Will you connect me please.
  Be sure to intone this statement as a call to action, not as a request for permission.
  
• For prospects, say to the gatekeeper, "Mr.\Ms. [prospect’s name] is responsible for (whatever your product or service does) and that's what we'll discuss. Will you connect me please.

Michael A. Brown helps business marketers conduct profitable “Business To Business By Phone®” via consulting and training. For your free copy of Michael's Business To Business By Phone® newsletter, email mabrow2@attglobal.net or call 800 373-3966.