Value SELLING BUCHI STYLE

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BÜCHI Labortechnik AG
Agenda
1. Corona Context
2. BUCH Values
3. The Buying Process
4. Prospecting Phase
5. Consulting Phase
6. Closing Phase
7. Supporting Phase

BÜCHI Labortechnik AG 5/1/20

Christian Walter Page 2
Corona Context

BÜCHI Labortechnik AG 5/1/20

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Anti-Viral Drugs (potentially effective against COVID 19)

Favipiravir
Losartan

Lopinavir

Chloroquine
Remdesivir

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 Goals and Priorities 2020

Pharma & Chemistry

Synthesis Separation Evaporation Separation Drying Analysis

Evaporation Flash/Prep Freeze Drying

Chromatography Melting Point
Synthesis
Parma & Chemical R&D Labs

Extraction
Natural Products

Soution Sep. solution Concentrated Solution Separated Fractions Pure End Product Test Result

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BÜCHI Labortechnik AG For internal use only
Friday, May 01, 2020
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Synthesis Route of Favipiravir

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Gilead – a good BUCHI customer

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Pride is the first step to value selling

Our Customers love us!

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BÜCHI Labortechnik AG 5/1/20
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The Buying Process as we Know it

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BÜCHI Labortechnik AG 5/1/20
Christian Walter Page 11
The Buying Process as we Know it

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Christian Walter Page 12
Value Selling in the Prospecting Phase
• BUCHI sales reps need to understand customer’s
processes through and through
• We need to
• Scientific/lab background
• Well prepared for customer’s industry and challenges
• Ask intelligent questions
• Build on experience from similar customers/applications
• Know applications relevant for customer’s industry

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Value Selling in the Prospecting Phase
• Responsiveness!!!!!

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Ideal Customers for Prospecting (I)

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Ideal customers for Prospecting (II)

Growth
Funded or
Trouble
mode
Ideal
Customer
Criteria
Technically
Ability to knowledge
purchase able
direct/no
bid
process Value
Quality

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Similar customers

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Which customers are ready to buy?

Growth Trouble

Over
Even-Keel Confident

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The Buying Process as we Know it

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Christian Walter Page 19
Value Selling in Consulting Phase
• BUCHI needs the best educated, most experienced sales people in
the industry!
• see before
• BUCHI sales people provide value to the customer throughout the
sales cycle
• BUCHI sales people need to be well prepared for any sales call
• BUCHI sales people look, behave and treat customer with respect
throughout the sales process

BÜCHI Labortechnik AG 5/1/20

5/1/20
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Page2020
Exercise 1: How to build up trust and respect with customers?

Go to Menti.com to submit your answer, Code 49 40 33

https://www.menti.com/hee6b2ry2o

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How to build trust
• Punctual
• Knowledgeable
• Well dressed/clean
• seem to be proud to work for
BUCHI
• Talk well about colleagues
• Talk well about competitors
• Responsive
• Good listeners
• Respectful with customer’s time
• Remember things
• Are proud about their products • Never, ever thank the
• Are not desperate for sale
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• Are conscious of their own value
• Protect their price
• Polite but not submissive
• Honour Agreements
• Take care of Customers
• Recommend the best solution
• Make sure the support also after
the sale
• Have a good network
customer for their time
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Power Statement
• We are a manufacturer of innovative
solutions for laboratories in Pharma-
Chemistry and Food & Feed industries.
• We are committed to providing value to our
customers with our competence quality and
through our passionate employees.
• Our company is already 80 years old and the
relationship with our customers lasts for ever.

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Valid Business Reason

Customer Centric Actions

• Use in all correspondence & meetings

• Customer based reason for investing time

If you don’t have a Valid Business Reason don’t waste

anybody’s time

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The Buying Process as we Know it

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Cl eed g

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Resolve
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Closi
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Using
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Supporting
BÜCHI Labortechnik AG 5/1/20
Christian Walter Page 25
 Identify
Solution

Value Selling in Closing Phase

Know your buying unit! Using

Supporting

Economic User
Januar

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Owner Chemist
CEO/ COO/CFO Lab Tech
Plant Manager Grad Student
Professor QC/Lab Manager
QC/Lab Manager

Technical Coach
QC/Lab Manager Anyone in the
Process/ Project Organization that meets
Manager the criteria for a coach.
Production Manager
Business Consultant
(ext.)

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 Identify
Solution

Value Selling in Closing Phase

Facilitate decision making: Using

Supporting
Januar

• Often, we only talk to part of the buying unit Page 4

• Dig deep! Get to know your client

• Use your coaches. Even if they are with a different company.
• ask for recommendation
• Nobody ever got fired for buying IBM BUCHI
• Take the gravity out of decision making
• sell or return
• conditional purchases
• Explain the economic aspects of buying (ROI calculation)
• Understand Customer Needs
• Make a convincing VALUE PROPOSITION

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 Identify
Solution

Understanding Customer Needs

Worth Money
Using

Supporting
Januar

Customer Needs BUCHI Offer Page 4

Unneccessary
Scope

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 Identify
Solution

Understanding Customer Needs

Worth Money
Using

Supporting
Januar

Customer Needs BUCHI Offer Page 4

Unneccessary
Scope

Competition Offer

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Exercise 2a: Customer Needs

• Think about this case for 2 minutes. You may volunteer to present your case.

Customer Needs BUCHI Offer

Kyoto University. Chemistry department. Synthesis research lab full of

equipment. The lab is tightly packed. Fume hoods are full of round bottom
flasks. There are many graduate students working there. Customer is looking
for a PURE system. Identify true customer needs and BUCHi offer, the
customer is willing to pay for.

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Exercise 2a: Customer Needs

Go to Menti.com to submit your answer, Code 49 40 33

https://www.menti.com/hee6b2ry2o

BÜCHI Labortechnik AG 5/1/20

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Exercise 2b: Customer Needs

• Think about this case for 2 minutes. You may volunteer to present your case.

Customer Needs BUCHI Offer

Nestlé Central QC. Analysis of Fat in Food samples. Many different samples,
high throughput situation. The lab is accredited by ISO17025 and needs to
comply with BRC Global Standard Food. The lab manager Monsieur Charles
Leclerc has very high standards regarding accuracy.

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Exercise 2b: Customer Needs

Go to Menti.com to submit your answer, Code 49 40 33

https://www.menti.com/hee6b2ry2o

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 Identify
Solution

Convincing Value Proposition

Value ve
Se iti
d rv t
de pe n
Using

ice
Ad Service s om tio Supporting
Januar

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n
fo ren
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ti o
ion
Software e fe

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o dif
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Applicat

st S
In
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App
Instrument

IQ/OQ
HW & Mech

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an
De

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Firmware

Ma
ep
ult

ng
a

i
in

ir

in
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a
Field Repair

Validation Tr

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 Identify
Solution

ROI calculation
Using

Supporting
Januar

Page 4

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 Identify
Solution

Negotiation

• Negotiating Skill
Using

• Competition or not
Supporting
Januar

• Time
Page 4

• Credibility
• Knowledge (Do your
homework)
• Risk Taking
• Relationships – Coach?
• Effort or Work
• Commitment
• Money
• ROI-calculation
• Customer likes BUCHI

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Negotiation

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• Don’t be intimidated, it’s only a negotiation
• Take time to plan – it really does pay off
• Negotiation is a process, NOT a contest
• Learn to Listen
• (Golden Silence, Active Listening)
• Know the Pressure Points on all sides
• Seek ways to bring both sides together
• Set Higher Targets – You’ll get more
• Take your time and be persistent
• You're Negotiating with the entire organization
• Look for potential both win opportunities
• Learn to walk away and come back
BÜCHI Labortechnik AG
The Buying Process as we Know it

in
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Using
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Supporting
BÜCHI Labortechnik AG 5/1/20
Christian Walter Page 39
 Identify
Solution

BUCHI Service Force

Using

North-America Europe Supporting

Supporting
15 Technicicans 34 Technicians

Best Service Force

in Industry Asia
59 Technicians

South America
8 Technicians

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 Identify
Solution

Comprehensive Service Products

Using

Supporting
Supporting

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 Summary

We need to develop our pride and confidence in our own competence

and in the value of our company
We need the best sales reps who are willing to prepare well, learn
constantly and exceed customer’s expectations.
We need to build trust with customers!
For every sales call we need a valid business reason

We need to know the buying unit. More and more people are involved
with decision making. Find a coach!
We need to understand customer needs. Only what matters to them is
worth something.

Our value proposition should always include service and added 5/1/20 value
services.BÜCHI
Often it is easier to compete there rather than with products.
Labortechnik AG
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 Summary

We should conduct negotiations like a game. Ideally there are

multiple winners
We need to be well familiar with industry segments, customer types
and focus on ideal customer profiles
We should push and present service. We are pretty unique in service
Our main competitors are not as good.

5/1/20

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BÜCHI Labortechnik AG
Feedback

Go to Menti.com to submit your answer, Code 49 40 33

https://www.menti.com/hee6b2ry2o

BÜCHI Labortechnik AG 5/1/20

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