Literature/202603010901 how scientists make purchasing decisions

<ul> <li>Source: [[<a class="litnote tooltip" href="/literature/@ghanadan2025">@ghanadan2025<span class="tooltiptext">Not Buying It: The Art of Selling to Scientists, Doctors, and Other Professional Skeptics</span></a>]]</li> <li>Tags: <a href="/tags/science-business">#science-business</a> <a href="/tags/sales">#sales</a> </li> </ul> <p>A common pitfall is assuming the absolute rationality of the purchasing decision of a scientist. However, when presented with two identical instruments (same specsheet) a scientist will pick one. And that tells us there are some underlying preferences that we need to pay attention to. </p> <p>In this sense, the picture below shows the different levels of decision making and how to translate them into a communication strategy and benefit logic that can help with influencing in the decision making process.</p> <p><img alt="images/benefits_layers.jpeg" class="wikiimage" src="/images/benefits_layers.jpeg" /></p> <p>We can't neglect the logic layer, of course, but we should not come up with a strategy that only targets it. That leads to shallow propositions such as: </p> <ul> <li>Better quality</li> <li>Faster turnaround time</li> <li>Do more with less</li> <li>Simple workflow</li> <li>More time</li> </ul>