STEP 7
IDENTIFY AND WIN OVER GATEKEEPERS
Even if you do everything right, the decision-maker may never even know you exist. Why? Gatekeepers. Many of the people you want to reach will be insulated from the outside world by assistants who carefully guard their time and attention. These assistants screen voice-mail, e-mail, paper mail, faxes, overnight packages, and any other communication directed at their bosses. That makes gatekeepers very powerful. And they have a strong personal incentive for keeping other ambitious people away from their bosses—who needs more competition? No matter how many times you call, write, fax, e-mail, and overnight, if the gatekeeper doesn’t want you to get through, you probably won’t.
But gatekeepers are people ...
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