By Eddie Mugulusi
Let me tell you something that stings a little:
Some accounts will drain your energy without ever saying a word.
Not because the business itself is bad. Not because the numbers don’t make sense.
But because the person at the gate has decided to frustrate you.
The Account That Used to Make Us Smile
In 2023, we had a Tier 1 client.
Big volumes. Regular orders. They moved our condiments faster than we could pack them. One of
those accounts that made your face light up every time their manager called.
Sure, payments sometimes delayed a bit—but they came through. And when they did, you’d forgive
them instantly.
Now enter 2024.
The manager we’d built the relationship with—the one who understood our product, valued our
effort, and respected the partnership—suddenly left.
No explanation.
He was replaced by someone who had been his deputy. A familiar face. We didn’t panic. We
thought, “Easy transition.”
We were wrong.
The Rise of a Gatekeeper with an Axe to Grind
Something changed the moment she took over.
First, she cut our orders.
Then she refused to stock.
Then she ghosted us entirely.
And just like that, a thriving account started falling apart.
We tried everything. Talked to her nicely. Sent her a few free cartons to “reignite interest.” She sold
them. But still didn’t restock. Not even a thank-you. No feedback. Just stone-cold resistance.
Turns out, she had beef with one of our sales reps. Some old friction. We swapped him out. Still, she
was done with us.
Not because of the product.
Not because of pricing.
Not because of performance.
She just didn’t want to deal with us anymore.
When Personal Ego Trumps Business Sense
This is the reality no one tells you during entrepreneurship seminars:
Some of the people who control your sales aren’t the business owners.
They’re attendants. Gatekeepers. Mid-level managers who’ve found a little power—and decided to
use it to settle scores.
They’ll tank your sales.
Block your product.
Sabotage growth.
And for what?
Ego. Pride. Grudges.
What makes it worse? They’re often hurting their own employer’s business while at it.
You’ll watch fast-moving stock sit out of reach—not because the market doesn’t want it, but
because someone at the counter has personal drama.
This Is What I Call the Gatekeeper Effect
It’s when one individual—usually not the owner—decides they don’t like you, and your product gets
punished for it.
It’s irrational. It’s frustrating. And it’s more common than you think.
The Gatekeeper Effect is dangerous for small businesses because it doesn’t just affect your sales—it
can drain your passion.
You start questioning yourself.
You start doubting your product.
You start obsessing over that one dead account instead of nurturing five healthy ones.
You waste time sweet-talking someone who’s already decided to stonewall you.
You keep showing up to prove yourself to someone who isn’t even listening.
That’s how burnout starts.
Sometimes, You’ve Got to Walk
We tried.
We gave her space. We changed reps. We sent freebies. We tried the charm route. We tried the
strategy route. Nothing worked.
Eventually, we walked.
And it hurt.
Not because we lost a customer—but because of what that account used to be.
But sometimes, as a small business owner, you have to know when to stop chasing ghosts.
You can’t let one bitter gatekeeper poison your energy.
You can’t spend your best hours trying to win over someone who’s already checked out.
You can’t measure your business health by someone else’s mood.
Sometimes you’ve got to say, “You know what? Let them go.”
Let’s Bring This Home
If you’re dealing with something like this, hear me clearly:
Yes, try to repair the relationship.
Yes, do what you can to make it work.
But if you’re stuck in the mud with someone who clearly isn’t moving—walk away with your dignity
and sanity intact.
Redirect that energy toward another account that wants to grow.
Double down on customers who appreciate your effort.
Chase the wins, not the walls.
Because in this game, your time, your energy, and your morale are more valuable than any single
account.
Let the gatekeepers play power games.
You’ve got a business to build.
Unlock your true potential 