Competitive Pricing Strategy: How to Make Your Products Stand Out from Competitors with Dale Harrison

<p><strong>Dale Harrison</strong> has been consulting in life sciences for seven years now, but he's been an executive in biotech for 16 years. Dale started his career as a physicist.</p> <p>In this episode, Dale shares how he’s able to not make biotech products a commodity as he tells us the stories on how he gets inside the minds of both their customers and competitors.</p> <p> </p> <p><strong>Why you have to check out today’s podcast:</strong></p> <ul> <li>Understand the importance of stepping outside the product and the company when it comes to making a product stand out in the market;</li> <li>Discover why it’s a must that you get inside the head of both your buyers and competitors, especially with seeing where your competitors are blind in their framework;</li> <li>Find out how to get inside the mindset of your buyers and competitors through stories of tricks that worked</li> </ul> <p> </p> <p align="center"><strong>“Pricing has little to do with analysis. Analysis is a supporting role, but only supporting. The real issue with pricing is getting inside the head of the customer, and equally importantly, inside the head of your competitor.”</strong></p> <p align="center"><em>– Dale Harrison</em></p> <p> </p> <p><strong>Topics Covered:</strong></p> <p>01:02 – Dale’s work around commercial development and its relation to pricing</p> <p>01:45 – Why Mark despises the word <em>commodity</em> + selling products in the synthetic DNA business back in the 2000s</p> <p>04:28 – Not making the products a commodity by trying to get into the mindset of the buyer</p> <p>09:25 – More about the story; The “Got Probes” T-shirt</p> <p>13:01 – Merging the company with a larger partner and becoming the VP of Sales and Marketing</p> <p>14:10 – Telling the story about getting inside the heads of the competitors</p> <p>17:08 – Were they able to charge a higher price because of the red cap?</p> <p>21:14 – The challenge of keeping customers continuing to reorder and focus on you and not be looking elsewhere</p> <p>24:05 – Dale’s prici