Friday, April 9, 2010
Thursday, April 1, 2010
If you read part two, you now are armed with the power to observe and identify the KIs in a lab on cold call (cold walk-through). The next step is to identify your target by name, email, phone number, and interests both scientific and personal. Your job is to get to know that KI personally and, you will do that by helping them with their research.
Back to the Role Playing.......You get home (late because you walked through after 5pm when KIs are working). On your walk through one lab you saw the name "Rusty" and initials "JRB" on a lot of products and notebooks in particular bay.
To do that, you need to discover his publication record in pubmed.
Here's my publication record in Pubmed, maybe if I had more papers I wouldn't be writing this blog.
Tuesday, March 30, 2010
How to Sell to Scientists has outgrown Blogger and, it seems I have outgrown the lab too. Thank you for all the emails and tweets since I started. With your help the new site is going to be even better.
Yep, we're moving out and just now putting the finishing touches on our new website HowtoSelltoScientists.com.
Its my first attempt at coding with Wordpress and so far its amazingly versatile. I really wanted to have the ability to do some deep coding and design work, and I think its going to pay off in the near future.
Here's a screen shot of the homepage
Friday, March 26, 2010
I just read them today. Here's the manuscript online at the Journal of Biological Chemistry
P.S. I just noticed there is an ad for the Shimadzu Nano-Spec on my article at JBC! Oh the irony......
- Personal Bench Areas and Open Freezers - Look for a bench with tons of reagents, pipets, and equipment labeled in the same hand writing. Key Influencers will have products stuck in every nook and cranny. If you can see an actual name or initials on these products – REMEMBER IT!
- Desk Area – Look for shelves or desktops with lots of hand-labeled binders. By lots, I mean 10-30 notebooks. If the writing looks old or the labels are peeling off, that’s not it. You want fresh labels and recent dates (past 3yrs). Again you are looking for a name.
- Scientists - Key Influencers are typically in the 30's to 40's age range. Practice identifying people of this age group. Again observe and file it away.
Tuesday, March 23, 2010
Please consider this is an open letter from a scientist to your company. Ask me anything you want about me for lead generation information gathering. Let's work together.
Im hoping this article will generate some dialogue between your world and mine. There are thousands of struggling scientists that need you to give us the best products for our research.
What do you want to know about a scientist?
I'm guessing the most important question is.....
"Do I have money to spend?"
Yes, I have an AHA grant that gives me $60K a year to spend on reagents and services.
Lets take it one step further though. As a long time researcher (17 years), what is my influence with other scientists? Consider the following...
1. In my immediate lab there are 12 scientists that ask me for help on experiments. Three of them have grants of their own. One is a career Research Scientist with "lots" of money (he just bought a new mass spectrometer and HPLC).
2. My PI (principle investigator) is a seasoned vet with multiple grants and is constantly invited to speak at meetings. He knows 100s of other PIs. However, I can definitively say he does not have time to talk to you about your products.
3. In my "area" there are two others labs totaling 3 PIs, 4 Research Scientists, 17 postdocs, 16 graduate students (weird), and 12 technicians. We are all friendly and regularly talk to one another about experiments.
4. I use and regularly interact with 3 large on-campus services that buy a ton of products (IHC, Microscopy, and Animal Facilities).
In my mind, that influence is a lot more important than my grant money. A scientist like myself can push your products to 100s of others. You just have to learn how to identify me.
Hint - Dont ask me if I have money to spend!
In my next article, I will write about some ways to train yourself or your sales staff to get this information from scientists and find Key Influencers = leads.
Saturday, March 20, 2010
In a previous post (Part 1 here), I suggested ways Sales and Marketing can work together on a more effective way to score and prioritize incoming leads. Its a great place to start building trust between the two groups and it pays off in converting more leads. Continuing on those thoughts...
Who Qualifies Leads?
Make sure everyone know what they are expected to do and when. Having a highly scored lead fall through the cracks is like losing money. If the online lead needs to be further qualified, who does it? Will inside sales qualify the leads further and set up appointments for Field Sales or is the Field Representative expected to? In the life science marketplace, it is not as common to separate these activities. Researchers in the lab don’t respond well to phone interruptions. In other industries, its standard practice. Qualification is a different mindset than closing, and you will be more effective if separating the two, if your customers will accept it.
Is There any Value to Low Priority Leads?
Where do the low priority leads end up? First, are these really low priority leads or are they not being qualified effectively? If your lead form doesn’t ask the right qualification questions, it is probably harder to figure this out. If they truly are prospects that are not ready to purchase, start a conversation with them. Let them know how you can help them, not by focusing on products you can sell (they told you they aren’t ready) but by telling them about information resources you either have on your site or can link to. Start by becoming a trusted and valuable source of information and there is a better chance they will want to do business with you.
I’m a fan of letting field sales access all leads, including low priority, especially when you are still testing your process. However, make it clear what you want them to do with them. Some may want to contact these leads to avoid dealing with more tense selling situations. Many will want to follow up on any potential lead, especially if your qualification process is not trusted by the field or not effective. Let your sales team see the entire lead management process, where they fit, and why they will be more effective focusing on higher scored leads.
Set a timeline to review results with an eye toward revisions and sharing best practices. While it’s great to share stories about the sale won in a specific case, it’s critical to measure each step of the lead process and review what’s working and what is not. Facts are friendly and numbers should drive lead management decisions.
CRM systems are critical components to this process. There are many choices currently (way beyond the scope of this post) so that even small companies can use these tools. If your systems do not enable your organization to track leads and conversion easily and report results, you need to do some more work. If you have it but sales and marketing are not using it, well, you know you have some work to do.
I called my bank last week and gave my account number to the nice, automated voice prompt and endured a couple more menu options to talk to someone. Frustratingly, when I got to that live person, I had to repeat it the account information. Sure, maybe it’s an extra precaution, but if so, tell me that. I expected them to have my information at their fingertips, so we could immediately resolve the issue.
Few customers, especially in the B2B space, have time to chit-chat or even repeat themselves. They expect your company and its representatives to know about their account and interests when you contact them, especially when they have volunteered the information.
A successful lead management process will reinforce both sales and marketing buy-in to working together and will have an impact on sales. Even more importantly, it will help you shine in your customer’s eyes.