Here are some tips and resources for biotech start-ups who are building their commercial teams and sales resources. It’s not a finite list by any means but all too often they are forgotten, taken for granted or ignored. They are tried and tested and will save you a lot of time, money and disappointing sales meetings.

1. Choose the top 5 messages that you would want to say about your business.
Incorporate these elements:
-       What are you selling?
-       What is it for?
-       Who will it help?
-       Why should they adopt it over existing technologies, competitors or current practice?

Lifescience businesses are often bad at this, choosing to focus on the scientific details above all else.  You have to make it obvious what you’re selling and why.  You can include details of the scientific validation after that.

2. Use clear and compelling language. Do not use words and phrases taken directly from academic publications.  Take some tips from expert copywriters.

3. Test out your idea and selling messages first by hosting an Opinion Leader Forum.  Invite a select group of 8-10 outspoken decision-makers from your existing and potential client base to take part in a structured Q&A session about your product, the market and potential new applications/markets.  You’ll be able to validate (or not) your sales proposition in a safe environment, gain ideas for future product development and build relationships with your customers.  It’s cheaper (and quicker) than going on the road and getting it wrong time and time again.

4. Use case studies to demonstrate your credibility.  This format works well for PDFs to email to customers or as a downloadable document.   This newspaper headline format works well for websites.  Start with the achievement first then build in how you helped to achieve it.

5. Collate and maintain a cheat sheet to answer the common questions and objections.  Distribute it to your business development team.  Ensure that your business development team is armed to address a challenging audience.

6. Tool up your sales team with clear and compelling slides that effectively sell your product/service.  They need to include solid validation data but avoid lecture-style content (unless they are for the CSO or industry opinion leader).  If you don’t do this, the sales team will beg/steal and borrow from all over the place and you’ll have an inefficient sales process.

And here are some excellent general sales tips from seasoned experts:

7. Some tactical tips on how to do business development better. Read them even if you’re a seasoned sales person.  I bet there are some you’ve forgotten.

8. Use these tips for getting in the door in the first place.

Good luck, road-warriors.