Life Sciences Sales Excellence™
The life sciences marketplace is evolving and changing at a rapid pace. What was once an environment where science and scientists reigned supreme, today’s laboratories and research centers are increasingly managed like businesses where profit and loss, throughput, return on assets, and regulatory compliance – as well as the people who measure such things – play a major role in every significant buying decision. The sales and marketing professionals who will thrive in this industry must learn how to translate science into competitive advantage and technology into time to market, revenue, and profit.
The Workshop
This industry-specific training program, fine-tuned over many years, has been delivered to thousands of sales and marketing professionals, in a wide variety of countries, and in multiple languages. Each time it is delivered it is custom-tailored to our client’s business situation and the specific challenges their sales and marketing teams face in the field. This program is typically delivered as an interactive three-day Onsite Workshop which includes case study analysis, small group exercises, and a full-day sales simulation. It can also be configured as a blended-learning experience combining a one or two-day Onsite Workshop with an ongoing series of monthly Web Workshops that reinforce the practical application of the concepts, techniques, and sales tools presented.
- Overview and Objectives
Life Sciences Sales Excellence™ Workshop
How to use science and technology to deliver business value and customer results.
The challenge for many life sciences companies is learning to articulate and demonstrate how the functional capabilities of their products and services enable the achievement of their client’s business goals and objectives. This program is designed to help sales and marketing professionals learn to “sell beyond the laboratory” so they can be successful, not just with the chemists and the lab managers, but with the finance managers, procurement directors, and executives involved in today’s more complex buying processes.Outcomes and Objectives
Sales Excellence is committed to helping companies focused on the life sciences sector to achieve their sales goals through superior marketing and sales practices that set them apart from their competition. Life Sciences Sales Excellence™ was created to enable you to:- Retain your best clients and build customer loyalty by continually diagnosing your customer’s business goals and objectives and offering new and innovative solutions.
- Forge new relationships within every existing client organization to expand your relationship footprint and steadily grow your account share (i.e., share of spend).
- Build your portfolio of new customers by leveraging success stories and current client testimonials to sell the value of your solutions to the manager and executive level.
- Help research and development executives justify the investment in your solutions by translating functional capabilities into measurable outcomes and results such as improved product quality, faster time to market, and tighter regulatory compliance.
- Improve your competitive win rate and propose-to-close ratio through better cost justification based on a solid business case and return on investment estimate.
- Manage the delicate balance between direct sales and distributors so that both channels can succeed and support one another.
. . . and much more!
- Workshop Agenda
Workshop Agenda – Three-Day Format
Day 1
Recognizing the factors that drive your customer “to buy or not to buy”
Building your relationship footprint with all the key buying influencers and approvers
Qualifying opportunities to maximize the return on investment of your time and effort
Gaining access and communicating with managers and executives using their language
Tying functional capabilities to the achievement of your client’s goals and objectives
Articulating the measurable business impact of your product and services solutions
Demystifying return and investment and developing a financial business caseDay 2
Understanding your customer’s selection, justification, and approval processes
Creating a plan to help your customer manage their overall buying process
Handling RFPs (Requests for Proposal) to maximize your success rate and waste less time
Overcoming objections and bringing sales opportunities to closure
Crafting and delivering an effective executive-level presentation
Developing a strategic plan to win your most important active accountDay 3
Teams compete to win a large and complex sales opportunity in a highly-realistic life sciences
sales simulation. This provides participants the chance to practice applying the concepts,
tools, and techniques presented in the workshop in a fully-customized scenario selling the
products and/or services you sell to the kinds of clients you sell to. See details behind the “Sales Simulation” tab. - Sales Simulation
Sales Simulation
Multi-Site Laboratory Simulation
The capstone of our three-day program provides teams a chance to practice and apply what they have learned in the workshop. Teams will:- Compete to identify and win a new sales opportunity at a large generic pharmaceuticals manufacturer.
- Assess how current economic and market forces are impacting the way this company manages and measures their business.
- Use the techniques and tools presented to diagnose this company’s goals, objectives, and the obstacles they face in achieving them.
- Navigate a complex and distributed organization to seek out and meet key influencers and approvers involved in the buying process.
- Use the techniques and tools presented to reverse-engineer the selection, justification, and approval processes as well as the post-sale implementation process.
- Strategize on how to succeed against formidable competitors who also have access to key executives and influencers.
- Craft and deliver an executive-level presentation that demonstrates a clear understanding of the customer’s goals and objectives, presents a cohesive set of proposed solutions, and includes a step-by-step plan to help the customer achieve those goals and objectives.
Areas of Focus
This program is designed for Life Sciences Sales Professionals, Marketing Professionals, Sales and Marketing Managers, Account Managers, Technical Specialists, Implementation Specialists, as well as executives and business leaders who want to prepare themselves and their teams to be more effective and successful in this increasingly competitive market.
Practice Leadership
Sales Excellence president, Bill Stinnett, leads our Life Sciences Sales Excellence™ practice helping companies deliver measurable value and results to clients in the pharmaceuticals, biotechnology, and clinical research markets. Since founding Sales Excellence in 2001, Bill has been in demand for both sales training workshops and keynote presentations by a variety of corporate clients such as Agilent Technologies, ARTEL, General Electric, Microsoft, IBM, Roche Pharmaceuticals, Sanofi Pasteur, SAP, Waters Corporation, and many others. Mr. Stinnett is the author of two best-selling books: Think Like Your Customer (McGraw-Hill 2005), which has been translated into nine languages, and Selling Results! (McGraw-Hill 2007). His books have been praised by sales executives and business leaders from companies such as HP, Oracle, Siemens AG, and Sun Microsystems, as well as educators from top business schools including Harvard, Stanford, Duke, Dartmouth, and Columbia University. Bill also serves as a faculty lecturer at the F.W. Olin Graduate School of Business at Babson College.