This one can be tricky. Most of the time, there are several people who influence the buying decision. The gatekeeper, who may be the administrative assistant, or the receptionist, is one of those people who ultimately affects whether or not your product is purchased. Make friends with the front line. Take pens, notepads, anything that is memorable. Be nice to the front line. Whether you are on the phone or in person, the front line individual is the ultimate gatekeeper who will allow you to enter the door of the ultimate decision maker.

Ask questions about the best time to connect with the decision maker.

Send an e-mail directly to the person you are trying to reach.

Give something to the receptionist, like a free pass, a pen, a logo’d piece of merchandise…Bribery isn’t always a bad thing.

Let the gatekeeper know that you intend to persist until you reach the decision maker. Be honest and let them know that what you have to offer is irresistible; and that you won’t stop until you get to the decision maker.

Decide that this customer is worth the time you will need to spend to get around the gatekeeper. Sometimes it is best to decide it is their loss. Your time is important too.