One of the most overlooked elements for many small business owners is the role that gatekeepers can play in whether or not their products or services are adopted.
These gatekeepers can take many forms; from the technical gatekeepers who ensure that certain technical standards are satisfied, to popular product and service review guides, whose stamp of approval can make (or break) sales opportunities.
Here are some ways to satisfy the gatekeepers, so that your products and services can pass their screening to eventually be evaluated by end users:

• Send a sample of your product or service (if possible)
• Provide favorable commentary on your product or service from acknowledged experts who specialize in the field
• Provide favorable commentary on your product or service from other technical professionals (who work in similar industries, or better yet, the same industry)
• Include previous reviews from highly satisfied customers
• Show how any technical limitations are compensated for by other attributes of your product or service
• Include technical specifications and details, as technical gatekeepers will appreciate the finer attributes of your products and services
• Show how the best attributes of your product or service contribute to bottom line results (i.
  e.
  give higher level managers a chance to overrule any technical objections)

If all else fails, it cannot hurt to ask what features and specifications their gatekeepers require in order to merit serious consideration as part of the final list of approved vendors.
If there is only a slight difference between a gatekeeper's requirements and your product or service, then there is still some chance that you may be approved.
On the other hand, if there are significant gaps between what you offer and what is considered minimally acceptable, this should be a strong hint that the opportunity is not worth pursuing! If some of the specifications are satisfied, but others are not really met by your product or service, then it is more of a judgment call as to whether or not to pursue this particular opportunity.
The flexibility demonstrated by technical gatekeepers is also a hint as to whether or not the opportunity can be won: if they are relatively inflexible, a competitor may have already influenced them in terms of what to primarily consider.
If your product or service is only considered as part of a "due diligence" effort, submitting a proposal could be a complete waste of time and efforts.
By implementing these suggestions, you maximize your chances of bypassing any technical objections to your products and services, and eventually winning the sale.
Copyright 2010, by Marc Mays