Who are the individuals that can obstruct sellers from reaching the buying center?

Gatekeepers are individuals who control access to the buying center, making them crucial in the purchasing process. They can be administrative assistants, secretaries, or other personnel who determine which vendors or sellers can communicate with decision-makers and other members of the buying center. Their role involves filtering information and managing the flow of communication. By exercising this control, gatekeepers can significantly influence which products or services are considered by the decision-makers.

While decision-makers have the authority to make purchasing decisions, influencers can sway opinions or provide insight, and end-users are those who will ultimately use the products or services, none of these roles inherently limit the contact that sellers have with the buying center as gatekeepers do. Thus, the primary function of gatekeepers is to act as barriers or facilitators for sellers trying to engage with the purchasing group.