Misconceptions About Engineering & Scientific Buyers with Sandy Williams

Too many marketing and sales professionals are targeting technical buyers with approaches that are either too aggressive, too fluffy, or too dry. Sandy Williams, Biomedical Engineering Ph.D. and President of Access Biomedical Solutions, has seen too many marketing and sales efforts fail due to misconceptions about the technical buyer leading to ineffective tactics. Buyer personas are helpful, but overreliance on these can be dangerous. Sandy reminds us that these buyers are often innov...