Notes on selling technical products
Short pieces from Particle Analytx on positioning analytical instrumentation, writing for a technical audience, forecasting a capital equipment pipeline, and how a laboratory purchase actually gets approved. Written for founders, commercial leads and marketers in the life science industry.
A better specification does not sell an instrument
The lab already owns a working machine with an approved method attached. Replacing it costs validation time, retraining and risk that no specification line item pays back.
What ninety days actually buys you
Evidence about your buyers, a position that survives an argument, and a pipeline plan sized to a real sales cycle. Not leads, not a brand, not a campaign.
The two audiences problem
The scientist who will run the instrument and the manager who will approve buying it ask different questions. One message aimed at both satisfies neither.
Stop explaining the science
Technical companies explain the science to an audience that already knows it, and skip the part the buyer cannot work out — what changes for them if they buy.
Pipeline maths for capital equipment
Six to eighteen months, four decision makers, and a budget cycle you do not control. Software-style conversion rates do not transfer.
Who actually signs the purchase order
Four people matter in a laboratory capital purchase. Selling to one of them is the most common reason a promising deal stalls after the demonstration.
Questions about the blog
What is the blog about?
Selling technical products into laboratories: positioning against an incumbent, writing for a technical audience, pipeline for a long sales cycle, and how a capital purchase actually gets approved.
How often do you post?
Roughly monthly. A piece goes out when there is something specific to say rather than to fill a calendar.
Who writes it?
Matthew McGann, President and Owner of Particle Analytx. Eighteen years in analytical instrument sales and marketing — see About.
Can I get posts by email?
Not yet — an email list is planned. In the meantime, LinkedIn carries each new piece.
Rather talk than read?
Everything here comes out of engagements. A call gets to your version of it faster.