acp-ls annual meeting 2013, [workshop overview] perceptions of life science product supplier sales...

The New Role of the Life Science Supplier Sales Rep

September 19-20, 2013 Philadelphia, PA

A presentation based on primary source research conducted by BioInformatics LLC

gene2drug.com

Bill Kelly, President

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The role of the life science sales rep is changing.

“I’m the New England man. I’m vital in New England.”

- Willy Loman

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Traditional channels that were used to inform and influence customers are being replaced.

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Scientists are learning about and buying products in new ways.

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Scientists are researching products online every day.

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Use of general search engines to research products (n=897)

How can sales reps influence purchase decisions when consumers know so much?

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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.

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So what do we need sales reps for, anyway?

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We surveyed almost 1,000 scientists

to find out.

What do scientists need from their sales reps?

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•  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.

Understanding the scientist as a consumer is the first step.

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Discerning

File #24315173

Curious

Dissatisfied

Skeptical

Easily distracted

Afraid of mice

Scientists’ interest in opportunities arranged by reps to evaluate instrumentation.

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Likelihood to negotiate instrumentation service contract at time of purchase.

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We will explore multiple facets of what makes a great sales team.

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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?

Join us.

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Learn how to keep your customers coming back with a top performing life science

sales team.

ACP-LS Annual Meeting

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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