As the new sales representative for H & L 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 H & L'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 understands that administrative assistants have the power to control access to the hospital management staff. They act as gatekeepers by screening calls and messages and deciding which ones are important enough to be passed on to the decision-makers. Therefore, Sophie needs to build a friendly relationship with them to ensure that her marketing materials reach the right people.

As the New Sales Representative for H & L Electronics