How to Get Past the Gatekeeper on a Cold Call (No Tricks)

It's the question I see most under every cold calling video: how do I get past the gatekeeper? Most advice online is a trick. Here's what has worked for me for 23 years, without lying to anyone.

Why tricks don't work

The popular advice: pretend you know the boss, sound confused so they put you through, or say you're returning a call. Experienced receptionists have heard every single one of them. And if a trick does get you through, you start the conversation with the decision maker on a lie. That's the worst possible start.

Be honest and ask for help

The same rule I use on every call applies here: be the call you'd want to get. Say who you are, say why you're calling, and ask for help:

"Hi, it's Steven from Sales Scaling. I'll be honest, this is a cold call. I'm calling about [your one reason]. Who would be the right person to talk to about that?"

Most people want to help someone who's straight with them. You're not asking them to break a rule. You're asking them to point you in the right direction.

Always get the first name

If the person you need isn't available, don't just hang up. Ask: "No problem. Who would that be? What's their first name, so I ask for the right person next time?"

Next time you call, you don't ask for "the person responsible for purchasing". You ask for Mark. That sounds like you've spoken before, and your chances of being put through go up a lot.

In small companies, the gatekeeper may be the decision maker

In a lot of smaller businesses, the person who picks up is the owner's right hand, or the owner. Treat them like the decision maker, because sometimes they are. If you talk down to "just the receptionist", you may have just lost the deal.

Mobile versus landline

A mobile number usually gets you the person you want. A landline usually gets someone else first. If you can find a direct or mobile number through the company website, public registers or a prospecting tool, you skip the front desk altogether. That's a whole topic of its own, and I'll cover it in a separate video.

Quick checklist

Say your name, your company and that it's a cold call.
Give your one reason for calling in one sentence.
Ask who the right person is. Ask for help, not a favour.
Not available? Get the first name and the best time to call.
Call back and ask for that person by first name.
Never lie. Not about who you are, not about a previous conversation.

Want the full call from opener to next step? Read my 13 cold calling tips.

Sources: Gong and 30 Minutes to President's Club, analysis of 300+ million cold calls (2024); Gong Labs, cold call research (2018).