Definition: A person in sales and marketing who acts as a barrier to access, either through their lack of cooperation or their control over the decision-making process. These individuals often hold the power to make or break a deal and are not easily swayed by persuasive tactics. In other words, a gatekeeper is a wall that must be scaled to reach the end goal, and sometimes it’s more trouble than it’s worth. Gatekeepers can include executive assistants, receptionists, or lower-level managers tasked with screening information and people. Understanding their motivations and building rapport with them can be key to moving a deal forward.
Mastering how to navigate gatekeepers can significantly boost your sales success. This will help you reach key decision-makers faster and more effectively. Treat them with respect and patience—they can become allies rather than obstacles when approached the right way.
Use It In a Sentence: I was trying to close the deal with the CEO, but I hit a roadblock when I realized the assistant was the ultimate gatekeeper, controlling access to the decision-maker.
More Definitions: Blocker Definition, Show Stopper Definition, Account Executive Definition, Closer Definition
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