The Video Marketing Blog

Video: The Biotech Sales Barrier Solution

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If you're a biotech company, you have a big barrier standing squarely at the top of your sales funnel. No one gets through your funnel until you find a way to get them around this barrier.

The barrier is a clear understanding of what your product/process/machine does, how it works, and why it's valuable to your leads and prospects. The barrier is there because the biotech industry creates products that are unfamiliar, and very complex.

The problem

The traditional way of getting people around the barrier and through the funnel is a sales presentation, using a multitude of PowerPoint slides with charts, graphs, and lots of text. Your product is complex, and explaining how it works and how your leads can be sure it's effective requires a lot of information. So - armed with your PowerPoint presentation, you present.

The problem is that you're presenting information to your audience, and asking them to draw the right conclusions from all that information. But the more information you present, the more bogged down they get and the less likely that they'll be able (or willing) to extract your core message.

The solution

To fix the problem and get your leads and prospects around the barrier, you need to start with your product's story, in a format that makes it very easy to absorb.

How do you do that?

Start your sales presentations with a short video that explains, simply and clearly, what your product does and why it's valuable to your audience. Then, when you begin your presentation, your audience will already have an understanding of your product's relevance. All your charts and graphs will now make sense. Your sales presentations will be much more productive, because you will be presenting to engaged audiences that no longer have to do the mental work of figuring out if your product is relevant to them.

Rapid Micro Biosystems is a great example of a biotech company that is successfully using video to accelerate their sales process. We created three videos for them, each targeting a specific audience. They show one of these videos before launching into their sales presentations because ""it captures the essence of the value proposition in five minutes," said Deborah Brusini, Chief Commercial Officer. Prospects "get what it does and why it's important" immediately, which means that those prospects are much more engaged in the presentation that follows, because they understand - before the presentation even begins - how the Rapid Micro Biosystems machine can solve their problems.

Watch one of the Rapid Micro Biosystems videos (below). Read the Rapid Micro Biosystems case study to see how video has improved the RMB sales process. And think about how video can accelerate your sales process - by getting your leads and prospects around the understanding barrier and through your sales funnel faster.