Complex Sale Requires a Sophisticated Approach

Agilent Technologies supplies laboratories worldwide with state-of-the-art chemical instrumentation and supplies. In fact, their technically complex products can take whole teams of Ph.D. chemists to develop. Promoting Agilent’s equipment to the scientists who use it requires equally sophisticated and intelligent marketers.
MarketMakers Group uses highly educated interviewers who can think and speak knowledgeably about your industry. This allows our team to consistently conduct successful and profitable telemarketing campaigns to laboratory professionals who produce complex supplies. Agilent asked MarketMakers to speak with customers about a new product launch for specially priced columns & supplies, and take orders from sales leads. It was a multi-step telemarketing campaign: Because we knew that introducing loyal customers to a technical advancement would pique their interest and get them to buy, our callers had to learn how each product worked and why it was an advance over what the customer was using at a time.
Agilent asked MarketMakers to interview customers about another new product – a test for proteomics (the study of both the structural and functional aspects of proteins). To ensure project success, MarketMakers needed to get the answers to a host of complicated questions: the reason for testing? … the application formerly used? … what gene was targeted? … why type of RNA was being tested?… and whose arrays were being used? MarketMakers’ detailed answers to these questions gave Agilent the answers they needed to better market this product. Our telemarketing campaign also gathered data that raised issues regarding production performance & service, and provided Agilent with intelligent suggestions for product improvement.
Careful research and project management by our educated staff, combined with thoughtful interviewing by knowledgeable callers, followed by a detailed analysis of results, are what make all MarketMakers Group telemarketing campaigns successful.