How NOT to do Trade Shows - Part II

Sales Friction - Are You Making It Too Hard for Customers to Buy?

This week, we discuss "Sales Friction - Are You Making It Too Hard for Customers to Buy?" Many biotech companies unwittingly through up obstacles that make it harder for new customers to buy from them. Can a new customer clearly understand what you offer from the header of your homepage? Saying that you "Empower Researchers" is a poor substitute for simply saying that you sell antibodies and ELISA kits. Can you be easily reached? Many websites have NO contact information on their homepage and the customer has to scrounge around the website looking for it. Do you hide your prices? Or force new customers to answer endless "qualifying questions" before they're permitted to talk to a sales rep? ALL these practices (and many others) will drive away new customers and ultimately make it harder to grow your customer base and your revenue.

Sales Pipeline Velocity

Sales Pipeline Velocity is probably the most important business metric you're not using! Sales Velocity tracks the overall effectiveness of your entire sales and marketing effort in terms of the flow of recognized revenue per unit of time (per week, per month, per Quarter). It can be used to predict future revenue flows based on past performance and your current sales opportunities as well as track actual historical performance.

How to do Price Discounting

Price discounting tends to be an overly used tactic with both salespeople and in marketing campaigns. In general, discounting doesn't draw in more regular customers and almost never increases profits. Discounting has its place but should be used carefully and strategically. In this episode, we talk about why discounting can be problematic when it should be used and how to deploy it best.

How NOT to do Trade Shows - Part II

Conferences and trade shows are among the most expensive sales and marketing activities a company can engage in, with many companies seeing a poor return on their efforts. We talk about the biggest do's and don'ts when doing a trade show, specifically focusing on optimizing your marketing efforts. How do you run pre-show campaigns? What are the key considerations in booth design? What about all that Swag? Previously, in Part I (Episode 2), we looked at how to optimize trade shows from a sales perspective.

How do Successful Biotechs Grow Revenue

What separates successful biotech companies from those struggling to achieve predictable revenue traction? The key is shifting from a product-focused approach to a customer-focused approach.