A gatekeeper in sales refers to an individual who controls access to the decision-makers.
They're often administrative professionals such as an executive assistant, secretary, or associate of the decision-maker
, and their job is to screen all incoming calls, emails, and visits.
In sales, it's important to be able to communicate effectively with gatekeepers.
This is known as "gatekeeper marketing."
The goal is to make a good impression and gain the gatekeeper's approval to connect with the decision-maker.
Because gatekeepers play a crucial role in filtering information to the decision-makers, building a positive relationship with them can significantly increase the chances of making a successful sale.