"What's this regarding?"
How to answer "what's this regarding?" from a gatekeeper
When a receptionist or assistant asks "what's this regarding?", they are doing their job: protecting someone's time by filtering calls. When the prospect asks it directly, they are deciding in a few seconds whether to listen. Either way, it is a test of clarity and honesty. Vague answers, implying a relationship you do not have, or calling it "personal" might get you through once, but they burn trust with both the gatekeeper and the prospect. A short, truthful reason that sounds relevant to the person you are calling works better over time and lets the gatekeeper make a fair decision.
Why buyers say it
- Screening calls is part of the gatekeeper's role.
- They want to know whether the call is relevant before interrupting someone.
- They suspect a sales call and want to confirm it before saying no.
- The prospect answered their own line and wants context before engaging.
- They have been told to send vendors to email or to a specific person.
5 ways to respond
Say them in your own voice. The goal is a real answer, not a clever comeback.
1.Give a short, honest reason
Sure. I'm calling [prospect] about how [their team] handles [specific problem]. It's a sales call, and I'm hoping for two minutes to see if it's relevant.
Being upfront that it is a sales call is disarming because many callers avoid saying so. The specific problem gives the gatekeeper enough to judge relevance, and many will respect the honesty.
2.Ask the gatekeeper for help
Permission-basedHappy to explain. I'm trying to reach whoever looks after [area]. Is that [prospect], or would someone else be better?
It treats the gatekeeper as a guide rather than an obstacle. They often know exactly who owns the problem, and a pointer from inside beats a blind transfer.
3.Reference something real and relevant
I saw that [company] is [hiring for a new team / opening a new site / launching a new product], and I wanted to speak with [prospect] about how teams handle [related challenge] during that.
A real trigger makes your reason specific and timely without exaggeration. It shows you did your homework and gives the gatekeeper a credible reason to connect you.
4.Offer an alternative route
Totally understand if they don't take calls like this. What's the best way to get a short note in front of them, email or through you?
It respects the gatekeeper's rules and still moves you forward. Gatekeepers who feel respected are far more likely to pass your message on.
5.When the prospect asks directly
Pattern interruptHonest answer: it's a cold call. I work with [role]s on [problem], and I wanted 30 seconds to see if it's something you're dealing with. Okay to go on, or is this a bad time?
Opening with candor breaks the pattern of evasive sales calls. Ending with a simple choice gives the prospect control, which makes them more likely to listen.
What to avoid
- Saying it is "personal" or implying a relationship that does not exist.
- Giving only your first name in a clipped, familiar tone to sound like a colleague.
- Getting short with the gatekeeper. They talk every day to the person you want to reach.
- Saying you are "just following up" when there is nothing to follow up on.
- Delivering your full pitch to the gatekeeper.
Questions that keep the call going
- "Is [prospect] the right person for [area], or is someone else better?"
- "What's the best way to get a short note to them?"
- "When is usually a good time to reach them?"
- "Do they prefer vendors to go through you or send an email directly?"
- "Could I ask your name, so I can mention that you helped?"
Try it: type your response
The buyer says "What's this regarding?". Write what you would say back, then check it against the advice on this page.
Pick an objection
"What's this regarding?"
Aim for 12 to 60 words.0 words
Quick text check scored with simple rules. In Vonvo, voice calls are scored by AI on a full scorecard.
What the check looks for
Acknowledges first20 pts
Open with a few words like "That's fair", "Makes sense" or "I understand".
Asks an open question25 pts
Ask what, how, which, who or when, or offer an either-or choice, then stop talking.
Doesn't argue15 pts
Drop "but" after your acknowledgment, and skip "actually" and "to be honest".
No early discount or pressure15 pts
Leave discounts, "today only" and deadlines out of your first answer.
12 to 60 words10 pts
Keep it between 12 and 60 words.
Earns the next 30 seconds15 pts
Ask permission for one question, offer a 30-second version, or give a specific reason for the call.
Questions about this objection
How do you get past a gatekeeper honestly?
Tell them who you are, that it is a sales call, and the specific problem you want to discuss. Ask for their help finding the right person. Gatekeepers spot tricks quickly, so honesty and respect hold up much better over repeated calls.
Should I tell a gatekeeper it is a sales call?
Yes. They will work it out anyway, and saying it upfront builds credibility. Pair it with a specific, relevant reason so they can judge whether to connect you.
What if the gatekeeper will not put me through?
Ask for the best alternative, such as an email address or a good time to call, and thank them. Respecting their decision keeps the door open for next time.
How can I practice gatekeeper conversations?
Run short drills where the AI buyer plays a protective receptionist. Vonvo lets you practice cold calls by voice with AI buyer personas and scores each call with feedback. The free trial includes 250 credits, about 25 minutes of practice. No card needed.
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