End of the gate-keeper.

The gate keeper role is progressively becoming redundant as web tools evolve to offer many other avenues to get “inside” a prospective customer.

The most aggressive commercial gatekeepers have traditionally been in the acquisition roles, and finding ways to butter them up, or get around them consumes huge resources in many organsations selling B2B, and using the model successful last century, getting to know the purchasing manager, taking him to lunch, sending his kids a birthday card to show you care, and so on.

Nowadays, these people are almost redundant, the most they usually do is fill in the purchase order, and ensure delivery, they rarely now make the decision to buy yours, or the others.

The task now is to identify the decision maker, and market your product benefits to him/her, building the value of the benefits, by identifying what your product delivers in terms of three parameters:

If you are not delivering at least one of these three, preferably two, why would they waste their money buying from you.