We're looking forward to the annual meeting of the Association of Commercial Professionals--Life Sciences (ACP-LS) in Philadelphia on September 19-20. It would be great if you could join us there, too! If you haven't registered, be sure to register through our "Friend of BioInformatics" page to get a discount: http://www.acp-ls.org/friendofbioinformatics BioInformatics LLC President, Bill Kelly, will be presenting findings from our report "Life Science Sales Reps: Best Practices Guide." We'll be discussing the new role of the life science sales rep in this era of Internet marketing, online product searches and eCommerce platforms. We look forward to seeing you there!

1. The New Role of the
Life Science Supplier Sales Rep
September 19-20, 2013
Philadelphia, PA

2. A presentation based on primary source
research conducted by BioInformatics LLC
gene2drug.com
Bill Kelly, President

3. The role of the life science
sales rep is changing.
“I’m the New England
man. I’m vital in New
England.”
- Willy Loman
3

4. Traditional channels that were used to inform
and influence customers are being replaced.
4

5. Scientists are learning about and
buying products in new ways.
5

6. Scientists are researching
products online every day.
6
Use of general search engines to research products
(n=897)

7. How can sales reps influence purchase
decisions when consumers know so much?
7
Scientists increasingly know what they
intend to purchase before a sales rep
even visits them.
Scientists are sophisticated
consumers and have greater
knowledge about their
product choices than ever
before.
Scientists are busy, and less likely to
take time out to get to know their reps.

8. 8
So what do we need
sales reps for, anyway?

9. 9
We surveyed almost
1,000 scientists
to find out.

10. What do scientists need from their sales reps?
10
• We explored how your
customers learn about
products, how they buy them
and what factors influence
their decision to choose one
supplier over another.
• We will share with you the
findings of our research and
how you can apply them to
your direct sales strategy.

11. Understanding the scientist as a
consumer is the first step.
11
Discerning
File #24315173
Curious
Dissatisfied
Skeptical
Easily
distracted
Afraid of mice

12. Scientists’ interest in opportunities arranged
by reps to evaluate instrumentation.
12

13. Likelihood to negotiate instrumentation
service contract at time of purchase.
13

14. We will explore multiple facets of
what makes a great sales team.
14
Choosing products that
support research.
What do labs want from
their sales reps.
What kind of collateral
should be left behind?
How do labs want to be
contacted by reps?
Do scientists want
onsite visits from reps?
What types of promotions
work best?
How do scientists learn
about products?

15. Join us.
15
Learn how to keep your
customers coming back with
a top performing life science
sales team.

16. ACP-LS Annual Meeting
16
Join us!
September 19-20
DoubleTree Hotel Philadelphia Center City
And for a “Friend of BioInformatics” discount,
go here to register:
http://www.acp-ls.org/friendofbioinformatics