As the new sales representative for H & L Electronics, Michelle is responsible for calling on hospital management and selling electronic hospital equipment such as blood pressure cuffs, scales, and heart monitors. Michelle 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, Michelle is exhibiting her knowledge that administrative assistants are often ________ in the buying decision process.
A)users
B)gatekeepers
C)influencers
D)buyers
E)controllers

Question

Quizplus · Accepted Answer

Administrative assistants are often gatekeepers in the buying decision process, as they are responsible for filtering information and deciding what information is passed on to the higher-level management staff. Michelle recognizes this and knows that building a rapport with the administrative assistants is crucial in ensuring that H & L Electronics' information reaches the decision-makers.

As the New Sales Representative for H & L Electronics