Why do scientists buy any given laboratory products? How do they make their purchasing decisions? That’s the magic question that all of us seek to answer. While there is no one answer, and what answers we can attribute are dynamic, there is something that holds true. To sell life science tools and other lab products, there needs to be value, and this value can come from many places, such as:
- Quality – value that comes from the product itself. The product may be more reliable, easier to use, technically superior to other products, etc. Scientists almost always desire reliable products that work on the first try and product consistent results. Building a great product is a big piece of the value equation.
- Service & Support – value that comes from your company. This is an ongoing effort to make sure your customers have everything they need to successfully use your product. For best results, your support to the customer should not only be reactive, but should include proactive support as well, especially to customers who are using a particular product or product line for the first time. While perhaps not as important as the quality of the product itself, this is another highly important piece of the value equation for laboratory tools. In a study performed by BioBM, over 60% of scientists reported having refused to order a laboratory product because of a previous experience with the manufacturer or distributor selling it.
- Marketing – perceived value created in the minds of scientists. The thing about value is that it either has to be experienced or communicated in order to be effective. Marketing is the communicator of that value, and how well you communicate that value will directly effect the perceived value of your products, especially for customers that have never used your products or dealt with your company before. If you haven’t communicated your product’s value, or if someone else hasn’t communicated it for you, scientists won’t recognize the value and therefore won’t buy your product.
If you fall short in one area of value creation, you can sometimes make up for it in another. For example, an imperfect product may be perfectly acceptable to a scientist so long as it is well-supported. Even if your product and support aren’t top-notch, but you make a compelling value proposition in your marketing and communicate it to a wide audience, your value will be understood and you’ll still get sales. (Note that the previous statements referring to lower value products be interpreted as lower value relative to similar products and not in absolute terms. Truly negative impressions of quality or support are difficult to overcome and you cannot be successful long-term if a high percentage of your customers are not satisfied.) The total perceived value is then weighed against the price and the customer’s price sensitivity when making the final purchasing decision.
Value comes from many places, and overall value is ultimately the driver of purchasing decisions made by life scientists. Understanding how to create and communicate value will make your laboratory research products, and your company, more successful.