You have the perfect prospect. You have the perfect Cold Calling Script. You dial the number.
And then you hear it:
"Thanks for calling Acme Corp. What is this in reference to?"
The Gatekeeper. The Executive Assistant (EA). The Receptionist.
Most SDRs freeze. They panic. They pitch their product to the receptionist (who has zero buying power), and they get the dreaded: "Send an email to info@ and we will take a look."
Click.
In 2025, reaching decision-makers is harder than ever. But the Gatekeeper is not your enemy; they are a professional protecting their boss's time. To get past them, you don't need tricks; you need tact.
Key takeaways
- Don't Pitch the Gatekeeper. Their job is to block salespeople. If you sound like a salesperson, you make their job easy. Save the pitch for the Decision Maker. Cognism – Tips to Get Past the Gatekeeper
- Tone is 80% of the battle. A "Seniority Tone" (calm, slow, concise) signals that you belong. A "Salesy Tone" (hyper-enthusiastic, fast) signals that you are an interruption. 30 Minutes to President’s Club – Bypass The Gatekeeper
- Treat them like a CEO. Executive Assistants are often the most organized and influential people in the company. Disrespect them, and you will never speak to their boss. Smarte – Proven Gatekeeper Methods
Table of contents
- The #1 Rule: The Gatekeeper is NOT the Enemy
- 3 Fatal Mistakes to Avoid
- Strategy 1: The "Seniority Tone" (How to Sound Important)
- Strategy 2: The "Please Help Me" Approach
- Strategy 3: The "Context" Script
- How Nomi helps you navigate
The #1 Rule: The Gatekeeper is NOT the Enemy
Shift your mindset. The Gatekeeper's job isn't to block everyone. It is to block waste.
They let important people through. If you can prove you are important (or at least relevant), they will let you through.
The Goal: Turn the Gatekeeper into an ally, or simply navigate past them without triggering their "Spam Filter."
3 Fatal Mistakes to Avoid
- Pitching the Product: "Hi, I'm calling from Nomi and we help companies reduce..."
- Result: They are not the buyer. They will just tell you to email.
- Lying: "It's personal." or "He is expecting my call." (When he isn't).
- Result: You might get through once, but you have started the relationship on a lie. The deal will die.
- Using a "Sales Voice": High-pitched, super energetic "HI HOW ARE YOU TODAY?!"
- Result: Instant block. Executives don't talk like that.
Strategy 1: The "Seniority Tone" (How to Sound Important)
Executives speak slowly, calmly, and concisely. To get past the gatekeeper, you must sound like a peer of the CEO, not a junior SDR.
The Script:
GK: "Acme Corp, this is Sarah." You: "Hi Sarah. It's Emily Bennett calling for John." (Silence. Do not say "How are you?". Do not say "Is he available?". Just wait.)
Why it works: The brevity implies familiarity. Friends and partners don't pitch; they just ask for the person.
Strategy 2: The "Please Help Me" Approach
If you don't know exactly who to talk to, use honesty. Gatekeepers are helpful by nature.
The Script:
You: "Hi there, I was hoping you could help me out for a second?" GK: "Sure..." You: "I'm trying to find the person who manages [Sales Enablement] to send over a report, but I'm not sure if that's [Name A] or [Name B]. Would you mind pointing me in the right direction?"
Why it works: You aren't selling; you are asking for directions. It lowers their guard.
Strategy 3: The "Context" Script
If they ask "What is this in reference to?" (The Trap), do not pitch. Give a vague but professional context.
The Trap:
GK: "May I ask what this is regarding?"
The Solution:
You: "Sure. I'm sending over some information regarding his [Q3 Hiring Plans] and just needed to check one detail with him before I hit send. Is he around?"
Why it works: It sounds like an ongoing workstream, not a cold solicitation.
Once you get through, make sure you are ready with your Objection Handling Scripts.
How Nomi helps you navigate
The hardest part of dealing with a Gatekeeper is the Panic.
You hear a stern voice, your brain freezes, and you start pitching.
Nomi recognizes the difference between a Decision Maker and a Gatekeeper.
- Context Detection: If Nomi detects the phrase "What is this regarding?", it instantly hides your Sales Pitch and displays the Gatekeeper Rebuttal Script on your screen.
- Tone Analysis: Nomi alerts you if your speaking pace is too fast (the "Nervous SDR" indicator), reminding you to slow down and use the "Seniority Tone."
Don't let the Gatekeeper be the end of your call.