This article is featured on SalesPractice.com 

The average salesperson spends more time trying to reach the right people than actually having conversations. Executives have created multiple barriers to protect their time. Here are 5 ways to gain access to people who seem impossible to reach:

1. It's All About Who You Know

The saying in Hollywood is: It's not what you know, but who you know. The same can be true in business. Instead of just focusing on 1 person in an account, identify 2, 3, or even 4 people who could be impacted by your product. For example, if you sell an IT solution that can cut costs, then don't just call the CIO or IT Director. The CFO and CEO could also have an interest. By targeting multiple people, you create leverage in the account and a sense of momentum--not to mention the fact that certain people won't want to feel left out.

2. Create Leverage With Gatekeepers, Too

Try something new. The next time you talk to a gatekeeper, don't talk at all about your company or your products. The reality is they've already heard your sales pitch a hundred times from your competitors. Instead, see if you can reference something you know about their company--perhaps a recent event or initiative. Best of all, mention other people in their company that you plan to call. Just like Hollywood producers, gatekeepers also care more about who you know than what you know. For example, the next time a gatekeeper asks why you are calling, say "I'm planning to call John Doe, your CxO to talk about new strategies for ______ dept. and I understand that Jane may also want to be involved. Does she have a quick minute to talk?" Click here for more gatekeeper strategies.

3. Make It Relevant And Timely

Do you want to know the biggest reason why executive don't accept sales calls, and gatekeepers won't put the calls though? It's not just because they are too busy (although they are quite busy). It's because your call isn't relevant to a critical issue or objective they are focused on right now. Before you call the executive, think about how you can relate to something she is focused on today. This may require you to do some research, or you could even ask her assistant.

4. Use Voice Mail The Correct Way

People constantly ask me if it's worth their time to leave voice mails. Here's my response to this question: yes... BUT only if you're prepared to leave a message that is relevant and timely. If you plan to wing it on the voice mail, don't waste your time. Most importantly, you should ALWAYS plan to name-drop in the voice mail (refer to point #1 in this article). For example: "Hi, this is Jake Atwood. I'm planning to call John Doe, your VP Sales, to discuss a few changes in how you recruit salespeople, and I understand that your HR group may also want to be involved in this process. Please call me at your earliest convenience." The purpose of this approach is to invite all the right people to be involved. It can also work well when you name-drop other companies in their industry that you are working with currently. Click here for more voice mail strategies.

5. Use E-mail At The Right Time

First, forget about spamming a bunch of executives and expecting them to respond. However, e-mail is still an effective way to get their attention when you use it as a targeted message. For example, after leaving 2 voice mails I'll typically email the executive a message such as this: "John, I realize you're extremely busy and we haven't been able to connect. At this point, I'd like to ask for 1-2 minutes on the phone with you. If this sounds fair enough, please let me know the best time for us to talk." You'll notice that this e-mail has nothing to do with my services--and that's why it works. I receive a 50% response rate from this e-mail. Click here for more e-mail templates.

Try these ideas this week. And don't forget the most important strategy when it comes to reaching those impossible-to-reach executives: BE PERSISTENT.