Abstract
For this report -- a BioInformatics exclusive -- we polled nearly 1,000 life
scientists so that you can equip your sale force with insider knowledge to
give them an edge in the increasingly dynamic and competitive life science
research market.
With the increasing availability of information on the internet, scientists
are no longer satisfied with generic sales presentations, instead favoring
suppliers whose sales reps can present value propositions tailored
specifically to their research needs.
At the same time, the competitive landscape is altered, both by mergers and
acquisitions and by emerging companies with advanced technologies, affecting
both sales reps and their customers. Within this dynamic environment, the life
science sales rep can provide much needed advice and product information.
In addition to changes in how suppliers market to their customers and
transformations in the supplier marketplace, the pervasiveness of online
product offerings has encroached upon the traditional role of life science
sales reps vis-a-vis their customers.
Addressing issues associated with online ordering presents life science sales
reps with new opportunities to interact with customers and new challenges for
customers. In view of current day market demands and the likely continuation
of these trends, the role of the sales rep is evolving. Success in this
dynamic environment will necessitate redefining skills and potentially
restructuring the life science sales force.
Study Objectives:
This report is designed to offer insights on how sales executives can best
align their sales force recruitment, training, organization, and support to
reflect the needs and expectations of their scientific customers.
The specific objectives of this report are as follows:
- Identify the personal qualities that characterize an effective sales rep
- Describe the professional training and skills that increase a sales
rep’s credibility
- Clarify how a sales rep can best facilitate purchase decisions
- Understand the sales rep’s role in eCommerce **
- Determine what types of support customers expect from their sales reps
- Examine customer expectations regarding sales reps by receptivity level **
- Quantify the customer value of sales reps on a supplier-specific basis **
- Identify which suppliers have the best-trained, most effective sales reps
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