"Build a relationship with the gatekeeper."

They want what the salesperson wants right? To solve the problems of their CEO?

During the PA's induction at the company, the CEO made it very clear:

"And if a salesperson calls with a potential solution for me - always put them through. Remember, I have all the time in the world to speak with dozens of salespeople each day - is that clear?"

Because we live in a perfect world where you don't need to be streetwise or creative in how you approach things.

The birds are singing, as is everyone in business, buying & selling in perfect harmony.

Particularly in sales - busy CEOs just love speaking to those people, perceived as pillars of society, known for their altruism, selflessness, and sincerity.

Advice like this is naive beyond belief.

Think of it this way:-

Wouldn't it be a disservice to your prospect if you knew you could potentially help them solve a massive challenge in their business - but haven't been able to share how, because you keep talking to Joan on reception about the chilly weather...agreeing to send your 'information' to the aptly named email address "info@ABC.com"?

Sales, business, and life in general requires common sense and a reality-check.

Because last time I checked - the world of B2B business is not Alice in Wonderland.