Unannounced campus walkarounds and lab visits are common strategies for life science, biotechnology, scientific instrument or other science-related sales reps seeking to generate leads. It’s dangerous territory: the wrong approach can quickly do more harm than good. Plus, scientists are known for hiding under their lab benches when they hear a sales rep is onsite.
With lab staff evading contact, staying busy with tasks that can't be interrupted, and closing doors, are campus walkarounds still worth your time? When approached with tact and consideration, we believe they can be a great strategy for building long-term business partnerships.
Don't be a sales vulture
Patrolling the corridors with handfuls of product catalogues, loitering outside of laboratories waiting to ambush an unsuspecting scientist, or interrupting someone focused on their work— these are the behaviours of a sales rep vulture. The worst sales reps bring nothing but annoyance and recyclable brochures. Instead of lurking outside laboratories, aim to catch people at the right time. If they're too busy to talk, simply come back later.
Don't ignore the lab techs
As you likely know, identifying the key decision makers is crucial in sales. However, it can be dangerous to make assumptions. Palming off grad students and lab techs in pursuit of those with more perceived purchasing may not only ruffle some feathers but could also cost you a sale. In many labs, lab technicians and grad students will make their own purchasing decisions – especially for assays and techniques they perform. At the very least, they have significant influence and often act as gatekeepers to those with ultimate authority.
Don't turn up unprepared
Lab staff are often inundated with sales reps competing for their attention. If you don't know anything about their lab, research, or potential product needs, you'll blend in with the sea of forgettable sales reps they groan about during lunch. Worse, if you don't realize your company already has a sales record with their team and you try to sell something they’re already buying, you'll come across as incompetent.
Before visiting a lab, do your research. Review their recent publications; the materials and methods sections will provide valuable insights into their experiments and potential needs. You can't sell something they don't require! Most importantly, this preparation helps you appear knowledgeable, building trust and credibility. If your company has a sales record with the lab, familiarize yourself with it. Discuss what they've been buying and how it's working for them, addressing any issues before pitching new products.
Don't be a talking-catalogue
While scientists don't expect you to be an expert in their field, they do expect you to know your products inside and out. This doesn’t mean reciting the features and benefits of your products verbatim. It means understanding how your product’s features translate into benefits for the customer’s specific applications. For example, if you sell Falcon tubes, you should know what they're made of and whether they have the necessary resistance for the reagents your customer uses.
Don't be a time thief
Scientists are unlikely to have much time for you if you show up unannounced. They’re busy people with experiments to run – and they likely want to get home at a reasonable hour. If you do manage to snag a few moments with them and your conversation is promising – then make an appointment to talk in more depth. Experiments are often time-sensitive and your drawn-out sales pitch could throw them out. You’ll forever be remembered for frustration and annoyance! When you schedule ahead, your prospect can be mindful of what tasks they can complete in the time before and after the meeting.
“Before a walkaround, it’s ideal if you can secure a meeting with at least one person. It makes it a much more relevant and rewarding experience. It’s particularly valuable if you have a good reason for being there – like taking them a sample or following up on something they have bought in previous months. Coffee rooms with a known contact can be a great place to be introduced also to people you have not met before.”
Jayne Green, Sales Trainer
Don't oversell
Leave the practice of pushing unnecessary products to the sleazy door-to-door sales reps. Scientists will see right through you if you try to sell them something they don't need, and you’ll jeopardize your and your company’s credibility. Only present alternative products if you're confident they will benefit your customer, and never exaggerate claims. If the customer doesn’t perceive the benefit, guess who they won’t be buying from in the future?
Don't just be a sales rep
You can offer your customers much more than just suitable products. Provide information on lead times and pricing, resolve return issues and shipping delays, or help them find a specific product without sifting through a 100-page catalogue. By going the extra mile, your potential customers will start to see you as a collaborator rather than just another sales rep they usually avoid.
“I loved visiting the difficult sites and getting feedback on how any equipment I had sold previously was working for them. It gave me an opportunity to meet the people using the equipment especially if it was in a shared lab facility and the possibility for a testimonial!”
Jayne Green, Sales Trainer
Personalise your approach
Every individual is unique, and a one-size-fits-all approach won't work for everyone. Some people love swag; others hate clutter. Some may appreciate a break in their workday to meet someone new, while others might feel imposed upon and flustered by your visit. Some prefer phone calls, while others may curse you for making them remove their gloves in the middle of a cell culture experiment. Your ability to read the room and adapt to how people want to interact is crucial for making sales.
Do you want to improve your inperson visits, personalise your approach & stand out from your competitors? Have a look at the tailored training we offer.
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