Getting Past the Gatekeeper

Let’s be honest, gatekeepers aren’t the problem. They’re doing their job: protecting decision-makers’ time, filtering noise, and making sure unqualified or irrelevant sales calls never make it past the front desk (or the inbox).

But here’s the truth: most sales reps do get stopped at the door because they sound exactly like sales reps. They lead with a pitch, over-explain, and immediately raise red flags that scream “cold call.”

This is your cheat code to change that.

Mindset First: Stop Sounding Like a Sales Rep

Gatekeepers are trained to recognize salespeople the moment they open their mouths. If your tone or script sounds rehearsed, formal, or “pitchy,” it’s game over.

The fix? Shift your mindset:

• You’re not “selling.” You’re solving a problem.
  

• You’re not “checking in.” You’re offering something useful.
  

• You’re not “following up.” You’re bringing value to the table.
  

The best reps sound like someone the gatekeeper already knows or someone their boss should know.

Know Who You’re Targeting

Before you even pick up the phone, you should know who you’re trying to reach.

In the decorated apparel world, decision-makers are often:

• Marketing Directors – for branded merch and event giveaways
  

• Purchasing Managers – for sourcing apparel and promo items
  

• HR / People Ops – for internal swag, uniforms, or onboarding kits
  

Pro tip: If you ask, “Who handles your custom apparel?” you’re already showing your hand. Do the research ahead of time and call with purpose.

Tactics That Actually Work

Here’s what separates pros from the rest when it comes to gatekeeper navigation:

1. Use First Names, Always

“Hey, is Sarah around?”

Keep it casual. Asking for “Ms. Johnson” or “the HR Director” immediately outs you as a salesperson.

2. Sound Like a Real Human, Not a Pitch Deck

Avoid buzzwords. Ditch the elevator pitch. Try something like:

“Hey, I was hoping to catch Jordan for a quick sec, can you let him know it’s Kevin from Sales Ink?”

You sound like a peer or vendor, not a stranger.

3. Don’t Over-Explain

Gatekeepers don’t need the full context. That’s for the decision-maker. Avoid giving too much away:

❌ “Hi, I’m Kevin from Sales Ink, we help companies with custom merch and screen printing…”
✅ “Hey, is Taylor in?”
And if they ask?

“Just had a quick idea for their team’s merch, should only take a minute.”

Confidence is key.

4. Call at Odd Hours

Gatekeepers typically work standard hours. Your prospects? Not always.

Try calling:

• Before 8:30 AM
  

• After 5:00 PM
  

• During lunch (12:00–1:00 PM)
  
  

These windows often get you directly to the decision-maker…no gatekeeper at all.

5. Ask for Help (Seriously)

When in doubt, make them part of the process:

“Hey, maybe you can help me out… I’m trying to connect with whoever oversees your team’s promo gear. Would that be Ashley, or someone else?”

You’ve just flipped the script and made them your ally.

Practice Framework (Use & Adapt)

Here’s a repeatable structure to keep in your back pocket:

1. Do your research.
   Know the company, the title, maybe even the prospect’s name.
   

2. Be human.
   Speak casually like you would to a friend’s assistant.
   

3. Keep moving.
   If you get blocked, don’t argue. Thank them and try again later or from a different angle.
   

Common Objections (And What to Say)

“What’s this regarding?”

“Just a quick idea for their team’s merch, I’m excited to see what they think.”

“Are they expecting your call?”

“Not yet, just hoping to get something on their radar.”

“Can you send an email instead?”

“Not sure if it’s something they would be interested in yet. I’d rather steal 30 seconds first and see if they want info via email.”

Final Thought: Take note

Breaking through the gatekeeper isn’t about tricking anyone. It’s about sounding like you belong, because you do. Be confident. Be prepared. Be persistent.

The best reps take note of every conversation they have. Notate the gatekeepers name, and call them by name next time you call. Notate when they are in and answer the phone. Notate the time you’re calling. 

Don’t get discouraged, get creative. And practice. Role-play these conversations. Refine your tone. Tweak your wording.

Because when you treat gatekeepers with respect and navigate the conversation like a pro, you stop sounding like “just another print shop” and start getting the meetings that move your business forward.

Want help building a winning prospecting strategy for your shop?
Let’s work on it together. This is what we do every day at Sales Ink.