Not Buying It: The Art of Selling to Scientists, Doctors, and Other Professional Skeptics
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title: Not Buying It: The Art of Selling to Scientists, Doctors, and Other Professional Skeptics
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authors: Hamid Ghanadan
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year: 2025
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<p>
Complementary reading to
<a class="wikilink" href="/catalytic_experiences/">
catalytic experiences
</a>
([
<a class="litnote tooltip" href="/literature/@ghanadan2016">
@ghanadan2016
<span class="tooltiptext">
Catalytic Experiences: Persuading Scientists and Clinicianswith Effective Digital Marketing
</span>
</a>
])
</p>
<p>
The book is mostly focused on experiences around life science companies, but I believe they can be easily extrapolated to other contexts where highly technical people have to make purchasing decisions. I am not sure, though, this can be extrapolated to an industrial setting (machines for production, for example).
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Interesting topics:
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<a class="wikilink" href="/literature/202603010901_how_scientists_make_purchasing_decisions/">
202603010901 How scientists make purchasing decisions
</a>
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<a class="wikilink" href="/literature/202603010948_hypothesis_curiosity_validation_filtering_matrix/">
202603010948 Hypothesis Curiosity Validation Filtering Matrix
</a>
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<a class="wikilink" href="/literature/202603010944_technical_buying_journey/">
202603010944 Technical buying journey
</a>
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<a class="wikilink" href="/literature/202603010858_buying_journey_aligned_with_messaging/">
202603010858 Buying journey aligned with messaging
</a>
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<a class="wikilink" href="/literature/202603010904_properly_segmenting_the_market/">
202603010904 Properly segmenting the market
</a>
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<a class="wikilink" href="/literature/202603010905_defining_positioning/">
202603010905 Defining positioning
</a>
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<a class="wikilink" href="/literature/202603011129_testing_the_positioning/">
202603011129 Testing the positioning
</a>
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<a class="wikilink" href="/literature/202603010908_aligning_customer_journey_and_strategy/">
202603010908 Aligning customer journey and strategy
</a>
</p>
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