Selling to Laboratories: Business Development and Client Relationship Management in a B2B Diagnostic Services Company

Author

Afzal Khan


Abstract

  Business-to-business sales are different from selling to individual buyers. The buyer is an organisation, the decision takes longer, and trust is built over many meetings. This is especially true in diagnostic healthcare, where a small laboratory must rely on a partner for testing support, sample transport and accurate reports. This note is a case study of the sales and business development work of Labridge, a business-to-business (B2B) diagnostic services company. The work covered field visits to pathology laboratories in Mumbai and Pune, cold calling, lead follow-up, onboarding of new laboratory partners, reactivation of inactive clients, and coordination of blood sample pick-up. The note explains the sales process that was followed, looks at the industry and the company using well-known business frameworks, and lists the problems that came up in daily work along with the steps taken to handle them. It also sets out a simple questionnaire plan, based on a five-point Likert scale, for studying how laboratory clients view communication, trust, logistics and report accuracy in future research. No survey results are claimed. The main finding is that B2B sales and service delivery cannot be separated: a good sales pitch wins the first order, but timely sample movement, accurate reports and steady follow-up keep the client., accurate reports and steady follow-up keep the client.


Keywords

B2B Lab Sales Strategies, Diagnostic Lead Generation, Lab Outreach & Prospecting, Key Account Strategy, Lab Client Retention, Clinical Laboratory Market



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References


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