As the new sales representative for Mackstead Electronics, Sophie is responsible for calling on hospital management and selling electronic hospital equipment such as blood pressure cuffs, scales, and heart monitors. Sophie knows that she needs to be friendly with the administrative assistants in the management offices in order to make sure that Mackstead's information brochures and new product diagrams actually get to the management staff. In this situation, Sophie is exhibiting her knowledge that administrative assistants are often ________ in the buying decision process.
A) gatekeepers
B) users
C) influencers
D) buyers
E) controllers

Question

Quizplus · Accepted Answer

Sophie recognizes that administrative assistants serve as gatekeepers by controlling access to the decision makers. She understands that building a positive relationship with them is essential for getting her message through to the hospital management.

As the New Sales Representative for Mackstead Electronics, Sophie Is