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How do you sell scientific and technical services?
This morning, I was speaking with a client that offers a scientific solution using technology. Sounds complex, right?
Should they use sales people to sell the science and technology? The advantages are that sales people can sell. The disadvantage is that the science and technology is, although not overly complex, definitely not an easy explanation or an easy sale for a non-technical sales person speaking to a technical buyer.
Or, should they use science/technical people to sell? The advantage is that the technical people can explain, teach, and help their prospect to understand the benefits of the technology. The disadvantage is that there are not a lot of technical people who can or are willing to be trained on how to sell.
I know a few technical sales people, and they do very well, because they can out-science and out-technology a sales person without the technology background.
So, what to do? The easiest solution is to pair your sales and technical people into a selling team. Next, focus on helping your customer to analyze, make a good decision, and buy your service.
To sum up: don't sell, and/but/do help your prospects and customers to buy scientific and technical services.