Life Science Marketing Essentials, Life Science Digital Marketing
Guy Page, Pacific Biomarketing and Sheila Burns, Managing Director at Building 12 Communications
The course has been re-organized and enhanced with valuable new content.
Two separate sessions will be offered – each with a different focus. Sessions will be roughly 3.5 hours and will include training, case studies, practical takeaways and opportunities for discussion.
The morning will be dedicated to Life Science Marketing Essentials. The most useful and popular topics from the 2015 training have been selected for greater focus and intensity. Among the topics dealt with are:
- The art of customer profiling
- Building true and useful value propositions
- Defining and managing distribution channels
- Effective demand generation
In the afternoon, we turn to Life Science Digital Marketing. We’ll cover strategies, tools and the most current thinking on a wide range of digital topics. In addition to core subjects like website, email, social media and marketing automation, we’ll look at
- Using the internet to gather detailed competitive intelligence
- Techniques for building SEO strength with backlinks
- Strategies for holding on to website visitors and
- Unique approaches from the Growth Hacker world
Selling with Insight
Stephen Archer, Spring Partnership
How you sell is more important than what you sell.
It has been shown that over half of customer loyalty is a result not of what you sell, but how you sell.
To win today you’ve got to equip sales people with tools to generate demand in a world of hard to access, well informed and yet cautious customers.
The Insight Seller has a deep understanding of the customer’s organisation and uses that understanding to change the customer’s thinking and teach them something new about how their company can compete more effectively.
The Insight Seller is defined by the ability to do the following:
- Teach the customer, genuinely educate, and introduce previously ignored or not considered perspectives on their purchase decisions.
- Tailor the messages to the client, their role, their stakeholders and their organisation in order that it is ‘in their language’ and resonates with them.
- Control a conversation with the superior knowledge available to them.
- Never lead with the product or solution but rather lead to the solution and offering.
The Insight Seller will be so well prepared that they not only know a lot about the costumer before a meeting but can see the weaknesses and threats that the customer risks before the customer recognises them.
The traditional Relationship Builder is focused on being accepted into the relationship and too often fails to create buying action as a result.
The Insight Seller is focused on long-term value that the customer can achieve; the Relationship Builder is over concerned with customer convenience.
The Insight Seller is focused on pushing the customer out of their comfort zone. They are carried outside the comfort zone by the Insight and they are driven to act by their understanding of the positive consequences of the insight. These consequences can be answered by your solutions.
Selling with Insight is a disruptive process because competitors will not message, enlighten and stimulate the customer to the same very high level.
Insight Sellers are 4x more likely to be successful in complex selling situations.
SWI is the same as SPIN selling.
SPIN selling is the culmination of the ‘investigative’ model of selling. This is only a few steps beyond ‘tell me your problem and I will sell you the solution’. SWI is based on pre-investigation and takes to the customer the implication of decisions that they may make. Products and solutions come at the very end of a conversation.
SWI is not practical to implement
The program is no harder to train, practice and prove than any other sales program. In fact, the sustainability pat of it is far greater than others
Existing sales people will not change easily
Experience shows that the insights learned from SWI help ensure traction and rapid understanding amongst intelligent sales people.
SWI is just a fad
In various forms this model has been around for several years and the take up is still increasing. A key difference to other sales programs is that all commercial functions are trained in their role in the concept. Namely marketing, marketing services, channel support and whatever commercial functions a business has.
SWI is too expensive to adopt
The cost is not high and the ROI has been seen to be very significant when adopted and supported properly.