How to Take Your Life Science Sales to the Next Level

by Mark Herb

In my first installment, I mentioned some basic thoughts for those of you embarking upon a career in life science sales. When you read it, you probably thought they were “no brainers.”

I could almost hear you muttering, “C’mon Herb, give me something more than that!” I know you did, so just admit it life science sales reps.

All probably true but the obvious isn’t always…well…obvious and some things are worth repeating.

Subject Headings to Turn Heads for Your Next Science Email Marketing Campaign

To elaborate on last month’s post “How to Create a Successful Email Marketing Campaign by Engaging the Scientific Mind” , this month I will be addressing how to choose a subject heading for your science email marketing campaign that will save it from the recycle bin.

Your choice of words here is essential, and has to immediately grab the attention of your audience and entice them into the body of your science email. Within the span of just a few key words, you must make the temptation to read on irresistible. It may sound like an impossible task, but here are a few surefire ways to snag a scientist’s attention in the subject heading of your science email marketing:

How to Create a Successful Email Marketing Campaign by Engaging the Scientific Mind

Guest Post from Shannon Weiman, Ph.D., science e-commerce writer, and student of your email tactics.

Email Marketing That Gets a Scientist’s Attention

Carlton raises some good points in his response to Lara’s blog post: “Don’t Let Your Science Email Marketing Campaign End Up in the Trash.” But rather than undermine the ideas conveyed in the post, they serve to underscore the intended message.

Yes, scientists are super-savvy about sniffing out a marketing scheme and have zero patience for email marketing B.S. They are trained to be skeptical, to doubt, to ask questions. Compelled to apply the same rigor to an overt ad campaign, scientists will immediately question the validity of your claims and send your email marketing to the trashcan (despite your best efforts highlight the value of your product).

Why should they trust you over your competitors or their current supplier? How do you get past this impenetrable wall of skepticism?

Building Sales Through Social Media Part III – LinkedIn Power

Generating Leads and Networking via LinkedIn

Welcome back to our ongoing series with Ken Schmitt, LinkedIn Coach.

In Part 1, we discussed why social media space for your brand is important. So very important.  From reaching customers, to building reputation don’t miss out on this chance to increase the “shelf space” of your brand.  And in Part 2 we identified the value of LinkedIn for sales reps and marketers and then found some quick ways to find your audience and generate leads using LinkedIn.

Great you found them! Now what?

The key to all of this, of course, is building your personal network in LinkedIn to allow for more connections and “links.”

Life Science Sales – First Day on the Job Advice From a Veteran

by Mark Herb

If you’re new to life science sales AND don’t have a technical background – Wow!  Congrats!

At last, you’ve ditched in the lab bench, the cell culture hood, and that annoying timer that beeps at the wrong times (except when you set it to go off in the middle of a boring meeting to help you escape – admit it, we’ve all done it!).

You’ve made the leap.  You’re finally in life science sales.  Now what…?

Much like me, you probably came to technical sales heavy on the “technical” and light on the “sales”.

Not to worry.   “Been there, done that” and we’re here to help.

Sure sounds simple, but there’s more to it than proclaiming, “We’ve got great products…so how many can I put you down for?”

Let’s begin your journey selling to scientists.

Life Science Sales – Are you ready to make the leap?

Being new to anything, there is always the dreaded learning curve that most wish they could skip.   In the following series, I’ll try to offer newly-minted life science sales reps pearls of wisdom that can help make this transition smooth and less painful.

Caution!  All this may seem obvious but trust me, not everyone gets it yet.  With any advice, take what you need, toss what you don’t but remember as sales professionals selling to scientists, you’ve got to be on your game and ready for anything.

Use these tips if they can help:

Be trainable!

Most newbies to sales will be shipped off to some form of sales training.  Go with it and embrace it.  Remember, everyone develops their own selling style over time but right now you don’t have a “selling style” so using formal selling instruction and skills help get you up and running.  There’s time to polish the message but build a foundation first.

I thought I was ready to sell…let’s face it, how tough could it really be…?  Turns out formal sales training was one of the best things for me.

Organize, organize!

If your lab bench was featured in an issue of Martha Stewart Living, chances are you’ve got the neat and tidy thing licked.  If, on the other hand, you had trouble even locating your lab space at times, get it together and tighten up your game.

A home office is probably in the cards so make sure you’ve got dedicated space for business.  Clean, neat, and equipped for action.  Remember this space must be fully functional and properly set up to be effective.  You’ll need to stay organized and on top of things as you’ll probably be multitasking more than ever before!

For example, I would advise against sending a sensitive email quote to the wrong customer or getting one lab confused with another and having the incorrect products shipped there…I’m not saying it was me…ok, it was me.

Get your “tech” on!

When things get tough, the tough go for comfort – we’re all human.

Early in the transition to sales, use your technical background to help ease the sting.  Continue to develop the business acumen to manage the territory but don’t fear sticking close to your comfort zone at first.

Many won’t agree with this approach but it worked for me and others I know.

Initially, you do what works for you (and hey, most scientists like to talk about their work – like the one that told me to dispense with the introductions – it was time to talk about HIM – I guess he was eager to share…).

Talking “tech” can build rapport and confidence with customers.

Next time, we’ll chat about other things that appear to be common sense yet somehow slip through the cracks when selling to scientists…see you next round.  I welcome your experiences and comments below.