Successful sales people understand the importance of finding a customer’s pain/need and selling a solution to their problem. Many scientifically oriented reps, however, try to sell the technology rather than its value. This mode of operation is repeated in Marketing being done by many Life Science companies which are founded and run by scientifically astute persons who have spent their careers immersed in science. Often they miss a key to commercializing successfully: branding, positioning and marketing their product as a solution, not just a technology.

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In the Life Science field too many companies focus their web site, sales collateral and sales training on their products and technology. Too few focus on customers, their needs and how the technology provides solutions to a problem.

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The Problem:

• Companies understand what their technology does, how it can be used and its benefits because they’re immersed in it. Potential customers are NOT. They’re immersed in their work and their challenges. They don’t have time to look at a technology, kick back and determine how it could help. That’s not their job, it’s the company’s.
• Many companies assume that giving potential customers technical information will help them understand what it means for them; after all they’re scientists, they’ll figure it out. This is a faulty assumption. Customers are bombarded with information; if the company isn’t explicit about how their technology will solve the customer’s problems, customers don’t hear about a solution, they only hear about a technology.
• “We have built it, they will come” is an approach often taken. But they will not. They aren’t browsing in search of technology; they need answers and they need them fast (and easy).

Six Keys to Fixing the Branding and Positioning Problem:

• FOCUS ON YOUR CUSTOMER NOT ON YOUR TECHNOLOGY
• Customers constantly receive communications from companies touting their technology. If you want to stand out, tout your benefits. “Here is how we can help you succeed” is much more powerful than, “Here is how we do sample prep.” Ask yourself, which one would get your attention?
• View marketing and selling of your product from the customers’ standpoint. Do they need to know HOW it works? Maybe, maybe not. First they need to know how it will help them. When buying a car do you surf the internet to understand internal combustion engines and various methods of fuel injection? No. You need an SUV, a hybrid or (ugh) a minivan. Your NEED is what you focus on first.
• Since customers will not connect the dots you must connect the dots for them. You have to be explicit in how they will benefit personally and professionally from using your offering.
• Leave nothing to interpretation; interpret for them. This makes it easier AND faster for them to understand your message and value. Spoon-feed them the solution-oriented information.
• You can’t determine every individual’s needs so understand your market and the needs of scientists in that market. Then position and brand yourself as a solution for those needs.

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Marketing and selling are an art not a science. Market/Sell Professionally and you give your company the best chance for your great technology to be commercially successful.