How to Get to the Decision Maker: Little Unsure Technique 2025
Originally published January 22, 2014 | Updated for 2025
Are you struggling with how to get to the decision maker when you make prospecting calls? If you’re getting blocked by gatekeepers and finding yourself tongue-tied when asked, “What’s this about?”, this proven sales tactic will help—even in today’s more complex business environment.
The Problem Hasn't Changed (But It's Gotten Worse)
One of the top two technical problems salespeople have when making prospecting calls is how to get to the decision maker. This is one of those skills employers incorrectly assume their sales staff have. No one has ever shown them how to do it.
In 2025, this challenge has intensified. Decision makers are more protected than ever, working remotely or hybrid schedules, and gatekeepers have become even more sophisticated at screening calls. Yet the fundamental psychology remains the same.
The "Little Unsure" Technique: Timeless Psychology in Action
The goal is to stop the traditional attacker-defender setup that typically happens when you call and a gatekeeper answers. Psychologically, if you are a little less certain than the gatekeeper, they will move to ‘rescue’ you. It’s human nature—and it still works in 2025!
Part 1: Setting it up
“Hi, I’m not sure who I should speak with. Maybe you can help me.”
Give a little pause here. The gatekeeper may answer (“Sure!”, and now they’re locked into helping you), or they may not.
Part 2: The Ask
“I usually talk to the person who’s in charge of [whatever it is that you do]. But I’m not sure who that would be there…” and trail off.
The gatekeeper will now very likely tell you who they believe that person is.
Or they may connect you, so fast there’s no feedback at all—the phone is ringing again on the potential decision maker’s desk.
Don’t overact. In fact, don’t act at all. Just be a little unsure.
Handling "What's This About?"
Occasionally a gatekeeper may ask you, “What’s this about?” at this point. Don’t panic. All they want is a little confirmation to be sure they’re doing the right thing. Return to a fully confident tone now:
“Well, like I said, I usually talk to the person who takes care of [whatever you do]. I help companies with that. …Are they in?”
Usually, the gatekeeper will transfer you after this simple repeat explanation.
When You Hit a Wall
Occasionally you will run into an ornery, overprotective gatekeeper. That’s fine. Don’t take it personally; move on to your next dial. There are too many prospects out there who want to work with you to spend time trying to unlock this particular puzzle.
The “Little Unsure” technique works in helping you with how to get to the decision maker just as well in person as it does over the phone.
The Mindset Shift That Changes Everything
For this technique to work, we must get out of the head trash thinking that gatekeepers are our adversary. When you realize they are there to help you, that thought alone will turn your results around. Remember, almost all gatekeepers WANT to connect you. Give them a simple reason to.
2025 Update: What's Changed and What Hasn't
What’s Still True:
- Human psychology remains constant – The “rescue” instinct still triggers when someone needs help
- Gatekeepers still want to be helpful – Their job is to connect the right people
- Confidence vs. uncertainty dynamics work – Being slightly unsure still disarms defensive responses
- The technique works in person and virtually – Video calls, phone calls, even at trade shows
What’s New in 2025:
- Remote/hybrid work means gatekeepers are more protective – Decision makers are harder to reach and more selective about their time
- AI screening is emerging – Some larger companies use AI for initial call filtering, but human gatekeepers still dominate in SMB markets
- Voicemail has become more important – When you don’t reach a gatekeeper, your voicemail technique matters more than ever
- LinkedIn messaging as backup – The “Little Unsure” approach adapts well to LinkedIn: “I’m not sure who handles [X] at your company, but maybe you can point me in the right direction?”
Modern Variations:
For remote/hybrid environments: “Hi, I’m not sure who I should speak with since everyone’s working different schedules these days. Maybe you can help me figure out who handles [X]?”
For follow-up after voicemail: “Hi, I left a voicemail earlier but wasn’t sure if I reached the right person. I usually talk to whoever handles [X]. Do you know who that would be?”
The LinkedIn Adaptation:
The same psychology works in written form: “Hi [Name], I’m not sure who handles [specific area] at [Company], but I thought you might know who I should connect with. I help companies with [brief description]. Any chance you could point me in the right direction?”
Why This Still Matters in 2025
In an age of digital marketing, AI, and social selling, the ability to have direct conversations with decision makers remains crucial. While the channels may multiply, the core skill of getting past gatekeepers to reach the right person has only become more valuable.
The “Little Unsure” technique works because it’s based on fundamental human psychology, not technology or trends. It will work just as well in 2030 as it did in 2014.
Key Takeaways for Modern Sales Professionals:
- Psychology trumps technology – Understanding human nature beats the latest sales tech
- Gatekeepers are allies, not enemies – This mindset shift alone will improve your results
- Adaptability matters – The core technique works across phone, video, in-person, and even written communication
- Practice the pause – The slight uncertainty and trailing off is what triggers the helpful response
- Don’t oversell – Keep it simple and let their natural helpfulness do the work
The sales world has changed dramatically since 2014, but the need to reach decision makers hasn’t. Master this technique, and you’ll have a competitive advantage that never goes out of style.
Want more proven sales techniques that work in today’s market? Get effective selling strategies that have stood the test of time while adapting to modern business realities.