Invitrogen Sales Force Most Visible

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According to the findings of a recent study, Invitrogen has the most visible sales force among life scientists. The study also reports that GE Healthcare has the greatest percent of "promoters" due to the influence of their sales force.

According to the findings of a recent study, Invitrogen has the most visible sales force among life scientists. The study also reports that GE Healthcare has the greatest percent of "promoters" due to the influence of their sales force, indicating that a larger proportion of scientists are likely to recommend GE Healthcare based on their interactions with the sales reps.

BioInformatics, LLC -- an Arlington, VA-based research and consulting firm -- surveyed nearly 1,000 life scientists regarding their interactions with suppliers' sales reps. The resulting report, "Improving Sales Rep Performance: Life Scientists' Perspectives," is designed to help suppliers maximize the effectiveness of their sales force. The report offers insights into understanding the increasing number of ways that scientists learn about products, how sales reps complement eCommerce, and how the ever-changing competitive landscape is reflected in consumers' experiences of supplier sales reps.

Types of purchasing assistance from sales reps are analyzed according to how they influence customer satisfaction. "The most 'basic' level of purchasing assistance involves resolving order problems and giving discounts or special promotions. If sales reps do not provide such services, customers will be extremely dissatisfied and may even switch suppliers. However, when these services are provided, they are usually taken for granted and do not contribute to a lasting benefit for suppliers," noted Dr. Tamara Zemlo, Director of Syndicated Research for BioInformatics. The report includes examples of "superior" and "significant" assistance, both of which can greatly increase customer satisfaction levels.

In addition, the concept of receptivity to technical and purchasing assistance is explored and recommendations on how to best interact with the "highly receptive" scientist are outlined. These scientists show important differences from their less receptive colleagues in how they respond to sales reps. For instance, 57% of highly receptive scientists felt that it would be very useful to have a dedicated, single-point-of-contact sales rep who is responsible for coordinating all of their requests. By contrast, only 34% of those in the low receptivity group felt that it would be very useful.

Companies profiled in "Improving Sales Rep Performance: Life Scientists' Perspectives" include Applied Biosystems, BD Biosciences, Bio-Rad, Invitrogen, Qiagen, Sigma-Aldrich, Thermo Fisher Scientific, and VWR International. Additional companies included in the report are Affymetrix, Agilent Technologies, Beckman Coulter, Calbiochem (a division of EMD Biosciences), Dako, Eppendorf, Fermentas, GE Healthcare, Gilson, Millipore, New England Biolabs, PerkinElmer, Promega, R&D Systems, Roche Applied Science, Santa Cruz Biotechnology, Stratagene, Takara, and Waters.

For more information on this report, including a complimentary executive summary, please visit http://www.gene2drug.com/report/165/.

About BioInformatics, LLC
BioInformatics, LLC is a market research and consulting firm that supports marketing, sales and R&D executives in the life science, medical device and pharmaceutical industries through published research reports, custom research and consulting. It also sponsors the world's largest market research panel of scientific customers -- The Science Advisory Board (http://www.scienceboard.net) -- which consists of more than 32,000 scientists, physicians and other life science and medical professionals from 62 countries who participate in surveys that address emerging technologies, test customer reactions to new product concepts, measure brand awareness and assess advertising effectiveness.

For more information, please contact:

Amanda Donathen
BioInformatics, LLC
2111 Wilson Blvd., Suite 250
Arlington, VA 22201
703.778.3080 x14 (phone)
703.778.3081 (fax)
a.donathen(at)gene2drug.com
http://www.gene2drug.com/

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AMANDA DONATHEN
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