A gatekeeper is a person who controls access or information, often serving as a barrier between a high-level decision maker and outside parties attempting to gain access. In cold calling, this could refer to the receptionist or assistant who screens calls and decides whether or not to pass them through to the intended decision maker. Effective cold callers understand the importance of building rapport with gatekeepers in order to effectively communicate their message and secure a meeting with the decision maker. By treating gatekeepers with respect and understanding their role in the process, cold callers can increase their chances of success.

If you're marketing to businesses, you'll inevitably have to deal with gatekeepers - the receptionists, administrative assistants, and other employees who stand between you and the decision maker. Here are a few tips for getting through:

- Do your research: Find out the name of the gatekeeper and their role at the company. This will help you establish a rapport and make your case more effectively.

- Be polite and professional: This should go without saying, but it's important to remember that gatekeepers are people too. Treat them with respect and you'll be more likely to get through.

- Make your case: When you explain why you're calling and what you're offering, be clear and concise. The more information you can give, the better your chances of getting through.

- Be persistent: If at first you don't succeed, try again. Gatekeepers are used to dealing with salespeople, so don't take it personally if they hang up on you or say no. Keep trying and you'll eventually get through.