33 statistics about sales & marketing in scientific instrument companies
Post on 26-May-2015
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33 STATISTICS ABOUT SALES & MARKETING IN
SCIENTIFIC INSTRUMENT COMPANIES
The following statistics are based on the response of
86working for
different scientific companies
CEO`s, Sales & Marketing executives
61
. . . c o l l e c t e d d u r i n g t h e D F G s p r i n g m e e t i n g 2 0 1 2 i n B e r l i n
Science
No Science
The educational background of all respondents
Reading Note:
This and all following
statistics are based on 86
respondents. 86
Statistics answered by
sales force only are based
on 69 respondents.
(Those statistics are specially
market).
University degree
PhD
Professional education
The educational degree of all respondents
up to 10 employees
up to 20
up to 50
up to 100
up to 200
more than 200
The average size of scientific companiesN
um
ber
of
com
pan
ies
Yes No No difference It depends
Business with scientists tend to be more complex than business with industry customers
* The definition of ‘complex’ was left to the respondents
Nu
mb
er o
f re
spo
nd
ents
mainly scientific markets
mainly industrial markets
more or less equally
Industry versus science: The respondents serve ...
less than 3 months
3 months to half a year
half a year to 12 months
12 months to 18 months
more than 18 months
The average lead time of a sales cycle from first contact to sales
Nu
mb
er o
f re
spo
nd
ents
less than 15 min
up to 30 min
between 30 min and one hour
more than one hour
Average time spend to prepare a quote
No cold calls
one or two per month
more than two per month
Number of respondents that make cold calls
(Sales force only)
Initiative by customer Cold acquisition
Number of sales cases won by cold acquisition versus customer`s initiative
Price was too high Specification was not sufficient
Competition did a better job Customer didn`t trust
I don`t know why Other reason
The last sales case got lost because...N
um
ber
of
resp
on
den
ts(S
ales
fo
rce
on
ly)
almost all sales cases
half of all sales cases
few sales cases
no issue
The price of scientific equipment is an issue in...
almost all sales cases
half of all sales cases
few sales cases
no issue
The technical specification of scientific instruments is an issue in...
Yes No Sometimes
Emotional aspects play a role in selling scientific equipment
Sales Training No
Number of respondents that have received an internal or external sales training
Sales Training on Competition No
Number of respondents that got trained on competition
Send a quote immediately
Give a call to get more information
Send an email to get more information
Others
How sales force respond* to an email inquiry from a potential customer
Nu
mb
er o
f re
spo
nd
ents
(Sal
es f
orc
e o
nly
)
*Sales force that sell capital-intensive equipment (e.g. > 50.000 EUR) did not respond differently from sales force that provide low-cost equipment .
Different brochures Same broschures
Number of companies that provide different brochures for scientific and
industry customers
Technology leader Quality leader Price leader
Respondents about the strategic positioning of their companies. We are...
Nu
mb
er o
f re
spo
nd
ents
I know the company's strategy
I don't know the strategy but I have my own guess about
I don`t know
How sure respondents are about the strategic position of the
companies they work for
not more than 2 times
about 3-6 times
up to 10 times more than 10 times
How often respondents represent their company on conferences and exhibitions
(per year)N
um
ber
of
resp
on
den
ts
Monthly
Quarterly
Yearly
On request
Never
I`m the boss
How often respondents report their sales forecast to their boss
(Sales force only)
Yes
No
Number of respondents that use CRM software
I use Excel I use CRM
I use my emails I use paper and post-its
Its all in my brain Others
How respondents keep track on leads and open sales cases
Nu
mb
er o
f re
spo
nd
ents
A choice of CRM tools in use
Act! SAGE AG-VIP SQL
Axapta_ (MS Dynamics AX) Channel CTM Deleco Exact Genesis
Goldmine Lexware
MS_Dynamics Outlook BCM
SAP Selfmade SLX Sugar
Superoffice Wincard
Use CRM
Refuse CRM
How respondents with access to CRM software use it for
tracking leads and sales opportunities
less than 10 percent
of the working
time
up to 15 percent
up to 30 percent
up to half of the
working time
Business travel time
mostly technical aspects
both technical and emotional aspects
mostly emotional aspects
Number of respondents that say
the purchase decision of scientific customers depends on ...
mostly technical aspects
both technical and emotional aspects
mostly emotional aspects
Number of respondents that say
the purchase decision of industrial customers depends on ...
Marketing = Advertisment
Somewhat more
Marketing for scientific products means...
Our product is the main tool for their scientifc work
Our product is important but there are other important tools too
Our product makes scientific life easier but it would also work without it
Number of respondents about the importance of scientific tools for
their scientific customers
The respondents about the importance of various information sources for potential
customers
The Top 5
1. Recommendation2. Website3. Data sheets4. Personal contact5. Exhibition
The Flop 3
1. Test Measurements2. Application Reports3. Scientific Publications
Raman Spectrometer Lithography UHV Systems Electron
Spectrometers Surface Analysis Equipment Ellipsometer Anti-
Vibration-Systems Laser Nanopositioning SPM Controller
Vacuum components Effusion cells Optical Components Cryostats
Evaporation Sources Effusion
Cells Thin Film Deposition Photonics AFM Optomechanics
Vacuum mechanics Metrology Sensors Mass Spectrometer
Diffractometer Wafer Handling Tools Potentiostats Low
Temperatur Equipment Electronics Power supplies Beam line
Components Vacuum Pumps QCM Nanoindenter Femtosecond
Laser Piezo components SNOM Monochromator Components
XRay Technology UHV Valves STM Plasma Process Technology ALD
This is what the respondents sell
likely yes likely no
Number of respondents that intent to exhibit again at the DFG Spring meeting
if hosted at the TU Berlin
likely yes likely no
Exhibitors with booth in the main building
Exhibitors with booth in the adjacent building
www.b2science.deF o r s c i e n t i f i c c o m p a n i e s o n l y
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