Enlist the Gatekeeper to Enhance Your Prospecting Efforts
March 6, 2019
I’m often asked “How do I get past the gatekeeper?” The question comes up when we are talking about building a base of COI’s that can fill your pipeline with new potential clients.
My answer is “Why do you have to get past the gatekeeper?”
The real value comes when you ENLIST the gatekeeper to enhance your efforts.
What if you could get the gatekeeper to encourage the attorney or CPA to take your call?
I have many advisor clients who manage a wealth practice and have carved out a women’s wealth program to create a stronger connection with women. It’s your women’s program that will open more doors, inspire more referrals and turn the gatekeeper into your ally.
Today women want to work with professionals who treat them with respect, speak their language and has a style that is appealing to the female gender.
No woman wants to work with an egocentric attorney who makes them feel less than comfortable. Your job as you begin the process of connecting with and profiling attorneys and CPA’s to determine is this COI appropriate for my business?
As you begin calling COI’s in your area it’s important to focus solely on promoting your new women’s practice. This feminine focus can make the “prospecting” process easier and kinda fun. Being that many, ( or may I be so bold as to say most ) gatekeepers are women. While women can be very territorial and protective of their boss they are also becoming more and more supportive of other women.
When you lead the call with your focus on the women you immediately differentiate yourself.
When you share your mission and purpose working with women you are making a connection with the woman, not just the gatekeeper. It’s when you ask for her help that the process can flip and turn in your favor.
Let me give you an example and an idea as to how to present the call:
How to Enlist the Gatekeeper Script
Advisor: Hi my name is ( your name) I run a women’s wealth practice here in (city). Is (COI name) available?
Gatekeeper: Can I ask what this is regarding?
Advisor: yes of course in fact you may be better able to help me. I run an Engaging Wealth Practice for women. My mission is to transform the financial experience creating more clarity and financial confidence in women going through divorce.
I am always looking for (attorneys/CPA’s) that I can refer my female clients to. Not every attorney is good working with women. Can I ask you a question and get your opinion?
- Is (COI name) good working with women?
- Are most of his/her client’s men or women?
- What would you say is his/her area of expertise?
Gatekeeper: Actually yes he has many women clients
Advisor: What do you think is his strength when working with women?
Gatekeeper: He just explains things in a way that makes them feel comfortable
Advisor: Do you feel he is truly committed to helping women truly accomplish more with their money/life?
Gatekeeper: Oh yes
Advisor: Is he open to new business?
Advisor: I like what I’m hearing and would love the opportunity to meet (him/her) face to face. What would you recommend? I’d be happy to come to you for a 20 min meeting so we can both learn more. I also like to look at the office environment so I know what I’m recommending to women.
What are (his/her) best days for a quick meeting?
Regardless of who you are trying to prospect, when you lead with your focus on women you can easily enlist the help of your friends, family, clients and even the gatekeepers of the world. This approach alone can dramatically impact your ability to build new relationships and inspire more referrals and qualified introductions.