Gatekeepers are important in the B2B buying process because ____________.

Question

Quizplus · Accepted Answer

Access to information and relevant individuals in the buying center is controlled by gatekeepers. Purchasing departments act as gatekeepers by limiting possible vendors to those approved by the company. Similarly, engineering, quality control, and service department personnel create product specifications that, in essence, limit the number of vendors. At the same time, basic access to key people is controlled by secretaries and administrative assistants.

Gatekeepers Are Important in the B2B Buying Process Because ____________