Strategic sales in the life science market (part 4 of 6)
The three big trends: commoditization, saturation and customer-closeness –
and why we need new structures and new mindset in sales
This is a paper in six parts.
Fourth part: Possible answers
- Classical answer number 1: The pressure on salespeople is simply increased. Resulting in a situation where salespeople are made and held responsible for something that is not under their control. What does it help to increase pressure on salespeople when they face obstacles in their natural and original task in terms of closed doors of their customers? Frustration and a high turnover in employees is the inevitable outcome. Both is detrimental for sustainable business.
- Classical answer number 2: The speed of innovation of products is increased. Hoping to generate a differentiation, a competitive advantage by that. But in reality resulting either in innovation that no one needs because this innovation is developed by technical people with no contact to the real world or resulting in not finalized thus flawed products with many deficiencies. By that revealing to customers that nothing is understood. And that this product does not solve any problem of the customer, but instead creates even more.
- Classical answer number 3: The costs are cut down. By that service units are decreased, automated telephone systems are installed, service units are rendered profit units, meaning that customer service has to generate profit. All things that have nothing to do with customer centricity and create even more distance between us and our customers – in any case, are no means for sustainable differentiation.
All this means that we are trying to solve a problem from today with tools and techniques from the past. It is as if one cyclist took part in Tour de France in the year 2017 with a bicycle, clothing, training methods, nutrition and support from 1917. Totally independent from how good the cyclist is, it is extremely unlikely for this to work out in the end, isn’t it?
This was part number four. The fifth part will be available next time here on Science Sales Academy channel.
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Copyright © by Dr. Martin Auer, 2017
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