Hi, and welcome to another clear-thinking session with Nicola.

This week, we're addressing a very common problem: getting past gatekeepers to reach the decision-maker. If you're bumping up against these barriers, you need to abandon the cold, interruptive approach and adopt a strategy first, tactic second mentality.

If you are using Account-Based Marketing (ABM) or direct outreach, you must make every touchpoint personal and valuable. Here is the blueprint for success.

Strategic Due Diligence (Know Your Stuff)

Before you pick up the phone or send an email, you must conduct a war room level of research. You will look like a Muppet if you ring up cold without understanding their world.

Here is the strategic checklist you must follow:

• Know Their Challenges: What are their key objectives, current problems, and business challenges at the corporate, divisional, and individual levels?
• Understand Their Core: Record their vision, mission, and values. Get copies of their company accounts (easily available on Companies House in the UK) to find out their budgets and priorities.
• Map the Territory: Map out an organogram—who reports to whom? Who are the budget holders, influencers, and ultimate decision-makers?
• Find the Right Rooms: Track their people on LinkedIn and find out which exhibitions, events, or online groups they are planning to be in, and detail your ideas to get into that same space.

Tactical Blueprint: 10 Ways to Connect

You must be seen as someone who offers value, not just a salesperson trying to flog something.

I require teams to create a template of ten ways to connect when you are NOT trying to sell to them. This includes:

• Sending specific, tailored research or thought leadership.
• Seeding business referrals or valuable introductions to them.
• Offering a valued invitation to an industry event or private dinner.

The Scripts: Disarming the Gatekeeper

If you must cold call, remember sales psychology: people are driven more by the desire to move away from pain than towards pleasure. A cold call is always an interruption and inconvenient.

Your objective is always to sell the next step, not the end product.

• The Hook: Start by removing pain: "I know you're not expecting my call, and I know how inconvenient it can be to be interrupted, so I'm going to keep this brief."
• The Value: Immediately state the benefit (e.g., "We help ambitious founders grow a scalable and profitable sales engine for growth").
• The Next Step: "Do you mind if I ask you a couple of quick questions?"

Ready to stop being blocked and start talking to the right people?

Watch the full strategy video now!