Early in my sales career, I learned every gatekeeper trick in the book.
"I'm returning their call." (I wasn't.) "It's a personal matter." (It wasn't.) "They're expecting me." (They weren't.)
These worked maybe once. Then I got blacklisted by the same gatekeeper three times in two weeks. She remembered my voice. She told the entire admin team about "that lying sales guy."
I learned the hard way: gatekeepers are not your enemy, and tricking them is not a strategy.
Research consistently shows that building trust is the foundation of successful sales interactions. That principle applies to gatekeepers too.
Why Manipulation Tactics Backfire
Gatekeepers at decent companies aren't trying to block salespeople for fun. They're protecting their executives' time from the hundreds of terrible sales calls that come in every week.
When you lie to get through, one of two things happens:
- You get through and the executive is annoyed because you lied to their assistant
- The gatekeeper catches you and you're now on the "never transfer" list
Neither helps you. And in industries where people move between companies and talk to each other, your reputation follows you.
The Mindset Shift
Here's what changed everything for me: I started treating gatekeepers as the most valuable person I could talk to.
Think about it. They know:
- Who actually makes decisions
- Who's been complaining about the problem you solve
- What vendors the company already uses
- When the executive is actually available
- The internal politics you'd never figure out on your own
Why would you try to trick someone with all that information?
What Actually Works
Be honest about who you are
"Hi, this is James. I'm trying to reach Sarah - is she available?"
No tricks. No fake familiarity. Just straightforward.
Ask for their help
"I'm not sure if Sarah is the right person for this. I help companies with X. Would that fall under her, or is there someone else I should be speaking with?"
This accomplishes two things: you get information, and you signal that you're not going to waste Sarah's time if it's the wrong fit.
Acknowledge their role
"I know you probably get a lot of these calls and most of them are rubbish. I'll be quick - I help companies reduce [specific problem]. If that's relevant, great. If not, I won't keep calling."
Respect goes a long way. Gatekeepers deal with rude, pushy salespeople all day. Being decent makes you memorable.
The "Can You Help Me" Technique
The single best gatekeeper line I've found:
"I'm hoping you can help me. I'm trying to find the right person who handles [specific function]. Would that be [executive name], or is that someone else?"
Why this works:
- "I'm hoping you can help me" triggers a natural desire to help
- "The right person" shows you're not just spam-dialling everyone
- Giving them an out ("or is that someone else") shows you're flexible
About 60% of the time, they'll either connect you or give you better information about who to call.
When They Ask "What's This About?"
Don't be vague. Vague raises suspicion.
Bad: "It's regarding a business matter." Bad: "I'd prefer to discuss it with her directly." Bad: "It's about your technology stack." (too broad)
Good: "I help companies like yours reduce [specific metric] in their [specific area]. I wanted to see if it's worth a quick conversation."
You're not giving away your whole pitch, but you're being specific enough that they can make an informed decision. Sometimes they'll say "Actually, you want to talk to Mike, not Sarah" - that's gold.
The Long Game
If you're calling into the same company multiple times, the gatekeeper relationship matters.
I once spent three months trying to get into a target account. Couldn't get past the gatekeeper. Instead of getting frustrated, I asked her questions about the company when I called. Remembered her name. Was polite every time.
One day she said: "You know what, you've been calling for a while and you're never pushy. Let me see if James has 5 minutes."
That became a six-figure deal. Because I treated the gatekeeper like a human being.
Staying persistent without becoming annoying is an art. Space your attempts appropriately, add value with each touch, and respect their time. Dealing with rejection along the way is part of the job.
The Direct Approach Option
Sometimes the best gatekeeper strategy is to skip gatekeepers entirely:
- Call before 8:30am or after 5:30pm (executives often answer their own phones outside standard hours)
- Use mobile numbers (legally obtained through LinkedIn, company websites, etc.)
- Use email to set up the call first
- Call the sales line and ask to be transferred (sales teams are trained to answer)
These aren't tricks - they're just alternative paths to the same person.
What Never Works
- Pretending to be someone you're not
- Claiming you have a meeting or call scheduled
- Being rude or dismissive when they won't put you through
- Calling back immediately and hoping someone else answers
- Asking "Who handles your [very broad category]?" without any specifics
Gatekeepers have seen all of these thousands of times. You're not clever. You're just another salesperson they need to screen.
The irony is that being genuine is now so rare that it's become a competitive advantage.
If you struggle with nervousness before making these calls, our article on sales anxiety and how to beat it covers practical strategies for managing that anxiety.