ACP-LS Annual Meeting 2013, [Workshop Overview] Perceptions of Life Science Product Supplier Sales...
-
Upload
bioinformatics-llc -
Category
Business
-
view
773 -
download
4
description
Transcript of ACP-LS Annual Meeting 2013, [Workshop Overview] Perceptions of Life Science Product Supplier Sales...
![Page 1: ACP-LS Annual Meeting 2013, [Workshop Overview] Perceptions of Life Science Product Supplier Sales Professionals](https://reader034.fdocuments.in/reader034/viewer/2022052619/55619afed8b42ace7d8b58d6/html5/thumbnails/1.jpg)
The New Role of the Life Science Supplier Sales Rep
September 19-20, 2013 Philadelphia, PA
![Page 2: ACP-LS Annual Meeting 2013, [Workshop Overview] Perceptions of Life Science Product Supplier Sales Professionals](https://reader034.fdocuments.in/reader034/viewer/2022052619/55619afed8b42ace7d8b58d6/html5/thumbnails/2.jpg)
A presentation based on primary source research conducted by BioInformatics LLC
gene2drug.com
Bill Kelly, President
2
![Page 3: ACP-LS Annual Meeting 2013, [Workshop Overview] Perceptions of Life Science Product Supplier Sales Professionals](https://reader034.fdocuments.in/reader034/viewer/2022052619/55619afed8b42ace7d8b58d6/html5/thumbnails/3.jpg)
The role of the life science sales rep is changing.
“I’m the New England man. I’m vital in New England.”
- Willy Loman
3
![Page 4: ACP-LS Annual Meeting 2013, [Workshop Overview] Perceptions of Life Science Product Supplier Sales Professionals](https://reader034.fdocuments.in/reader034/viewer/2022052619/55619afed8b42ace7d8b58d6/html5/thumbnails/4.jpg)
Traditional channels that were used to inform and influence customers are being replaced.
4
![Page 5: ACP-LS Annual Meeting 2013, [Workshop Overview] Perceptions of Life Science Product Supplier Sales Professionals](https://reader034.fdocuments.in/reader034/viewer/2022052619/55619afed8b42ace7d8b58d6/html5/thumbnails/5.jpg)
Scientists are learning about and buying products in new ways.
5
![Page 6: ACP-LS Annual Meeting 2013, [Workshop Overview] Perceptions of Life Science Product Supplier Sales Professionals](https://reader034.fdocuments.in/reader034/viewer/2022052619/55619afed8b42ace7d8b58d6/html5/thumbnails/6.jpg)
Scientists are researching products online every day.
6
Use of general search engines to research products (n=897)
![Page 7: ACP-LS Annual Meeting 2013, [Workshop Overview] Perceptions of Life Science Product Supplier Sales Professionals](https://reader034.fdocuments.in/reader034/viewer/2022052619/55619afed8b42ace7d8b58d6/html5/thumbnails/7.jpg)
How can sales reps influence purchase decisions when consumers know so much?
7
Scientists increasingly know what they intend to purchase before a sales rep even visits them. Scientists are sophisticated
consumers and have greater k n o w l e d g e a b o u t t h e i r product choices than ever before.
Scientists are busy, and less likely to take time out to get to know their reps.
![Page 8: ACP-LS Annual Meeting 2013, [Workshop Overview] Perceptions of Life Science Product Supplier Sales Professionals](https://reader034.fdocuments.in/reader034/viewer/2022052619/55619afed8b42ace7d8b58d6/html5/thumbnails/8.jpg)
8
So what do we need sales reps for, anyway?
![Page 9: ACP-LS Annual Meeting 2013, [Workshop Overview] Perceptions of Life Science Product Supplier Sales Professionals](https://reader034.fdocuments.in/reader034/viewer/2022052619/55619afed8b42ace7d8b58d6/html5/thumbnails/9.jpg)
9
We surveyed almost 1,000 scientists
to find out.
![Page 10: ACP-LS Annual Meeting 2013, [Workshop Overview] Perceptions of Life Science Product Supplier Sales Professionals](https://reader034.fdocuments.in/reader034/viewer/2022052619/55619afed8b42ace7d8b58d6/html5/thumbnails/10.jpg)
What do scientists need from their sales reps?
10
• We explored how your
customers learn about products, how they buy them and what factors influence their decision to choose one supplier over another.
• We will share with you the findings of our research and how you can apply them to your direct sales strategy.
![Page 11: ACP-LS Annual Meeting 2013, [Workshop Overview] Perceptions of Life Science Product Supplier Sales Professionals](https://reader034.fdocuments.in/reader034/viewer/2022052619/55619afed8b42ace7d8b58d6/html5/thumbnails/11.jpg)
Understanding the scientist as a consumer is the first step.
11
Discerning
File #24315173
Curious
Dissatisfied
Skeptical
Easily distracted
Afraid of mice
![Page 12: ACP-LS Annual Meeting 2013, [Workshop Overview] Perceptions of Life Science Product Supplier Sales Professionals](https://reader034.fdocuments.in/reader034/viewer/2022052619/55619afed8b42ace7d8b58d6/html5/thumbnails/12.jpg)
Scientists’ interest in opportunities arranged by reps to evaluate instrumentation.
12
![Page 13: ACP-LS Annual Meeting 2013, [Workshop Overview] Perceptions of Life Science Product Supplier Sales Professionals](https://reader034.fdocuments.in/reader034/viewer/2022052619/55619afed8b42ace7d8b58d6/html5/thumbnails/13.jpg)
Likelihood to negotiate instrumentation service contract at time of purchase.
13
![Page 14: ACP-LS Annual Meeting 2013, [Workshop Overview] Perceptions of Life Science Product Supplier Sales Professionals](https://reader034.fdocuments.in/reader034/viewer/2022052619/55619afed8b42ace7d8b58d6/html5/thumbnails/14.jpg)
We will explore multiple facets of what makes a great sales team.
14
Choosing products that support research.
What do labs want from their sales reps. What kind of collateral
should be left behind?
How do labs want to be contacted by reps?
Do scientists want onsite visits from reps? What types of promotions
work best?
How do scientists learn about products?
![Page 15: ACP-LS Annual Meeting 2013, [Workshop Overview] Perceptions of Life Science Product Supplier Sales Professionals](https://reader034.fdocuments.in/reader034/viewer/2022052619/55619afed8b42ace7d8b58d6/html5/thumbnails/15.jpg)
Join us.
15
Learn how to keep your customers coming back with a top performing life science
sales team.
![Page 16: ACP-LS Annual Meeting 2013, [Workshop Overview] Perceptions of Life Science Product Supplier Sales Professionals](https://reader034.fdocuments.in/reader034/viewer/2022052619/55619afed8b42ace7d8b58d6/html5/thumbnails/16.jpg)
ACP-LS Annual Meeting
16
Join us!
September 19-20 DoubleTree Hotel Philadelphia Center City
And for a “Friend of BioInformatics” discount, go here to register:
http://www.acp-ls.org/friendofbioinformatics