During our sales process, we often find that the people with whom we are working can say, "No" but they cannot say, "Yes." It's very common for these gatekeepers to monopolize our time and efforts only to tell us later that "They want to think about it" or that "They need to check with their manager, boss, cousin, wife, great aunt, etc." Now you are in the process of starting all over...that is, if you can gain an audience with any of the above people. Most of the time, gatekeepers are just that: gatekeepers. Their primary purpose in life is to keep all salespeople away from the REAL decision-maker.
So, how do we keep from getting caught in the "gatekeeper" trap? How do we know we are talking to the person that can say, "Yes"?
We uncover the right person by asking questions, lots of questions.
The sales technique employed here is called the "Rule of Three". You ask the same question three different ways:
- "Are you the person who makes the advertising and marketing decisions?"
- "Is there anyone else besides you that makes the final advertising decisions?"
- "Is there anyone else we should talk to about this, even out of courtesy?"
Using the "Rule of Three" should uncover other decision-makers involved in the sales process. You use it to make sure that you are talking to the person, and the only person, who makes the decision to say, "Yes" to your proposal.
In today's complex world, it is rare to find only one decision-maker in the sales process. With business consolidation, the days of one person who owns the store, works behind the counter and makes the advertising decisions are rare. More commonly, the first person to whom you speak is just the beginning of the trail that will eventually lead to the ultimate person who must say, "Yes". To have a viable prospect, it is imperative that you speak to the ultimate decision-maker.
Remember, there are many people who can say, "No" but there is usually only one who can say, "Yes". Use the "Rule of Three" to identify him.
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