Getting Past the Gatekeeper

One of the best ways to get past the gatekeeper and on to the decision maker is through direct mail. Leaving messages and sending emails just don’t seem to do the trick like they used to. There was a story I heard from an audio version of “The Ultimate Sales Machine” by Chet Holmes where he repeatedly called the decision maker every day until they screamed “Uncle” and returned his call. I guess that could work too, and it may be a great idea for those few top people on your list, but you may also risk annoying the living hell out of them too. A direct mail approach could be a more fun and less obnoxious way to accomplish the same result.

Here are the 4 best ways to reach decision makers through the mail–

  1. Make sure your piece is interesting and gets attention.
    What works well here is FedEx or a Priority Mail envelopes. Those come with special delivery. They are not in the pile of regular mail that the gatekeeper gets everyday. They are more apt to go past the gatekeeper and directly to the intended recipient. The same holds true for pieces that have dimension, are made out of a different type of material other than paper, and are handwritten.
  2. Use personalized customization.
    People love to see their name. It tells them that you took the time to address them personally. With variable data printing, this can easily be done on a more mass market scale. The more personalized you can make the piece, the better. Include pictures and personal information that are relative to your prospect. The more you can speak to them at their level and based on their specific needs, the better chances you have of getting them to take action and call you.
  3. Consider tying in a gift.
    As with the personalization in item two, a gift that is relative to your prospect could prove to be a powerful element in opening the door. Business success books or bestsellers and other business related items work well. If your prospect is a sports fanatic, some type of memorabilia may work. Do some homework on your prospect and uncover what their likes are.
  4. Give them multiple ways to respond and get information. Don’t just leave it to them to give you a call. Offer them all the ways they can interact with you. Some people like email, some prefer going to a website and downloading information, others will pick up the phone and talk direct, still others want information in hard copy and mailed. Be sure you have all your bases covered on the ways to communicate.


Author: Kathy Jiamboi

Owner of Creativedge Marketing, where growth-oriented dentists find dental practice marketing strategies and advice to take their practice to a new and higher level.

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