You’ve invested six figures in clinical trials, your bioavailability data is pristine, and your mechanism of action has been peer-reviewed and published.
So why are your sales teams still losing to competitors with weaker science?
Because your marketing director is providing clients with 47-slide decks that resemble a dissertation, and your prospects are disengaging by slide three.
The £2 Million Miscommunication
Here’s what happens when good science meets poor communication: Your sales team receives a qualified lead for a joint health ingredient. The prospect requests efficacy data, so your team sends over a 23-page technical dossier complete with methodology, statistical analysis, and seventeen different biomarkers.
The prospect’s product manager, who has 12 other ingredients to evaluate this week, quickly skims the executive summary, sees nothing that stands out, and moves on to the next supplier who provided a one-page comparison chart.
You just lost a £2 million deal because your science was too sophisticated to understand quickly.
What Your Sales Team Needs
Stop crafting presentations for the journal reviewers. Start creating them for the people who sign the contracts.
Your sales materials should address four questions in under 60 seconds:
- What did you test? (Proprietary curcumin extract, not “bioactive compound”)
- On whom? (142 adults with knee pain, not “human subjects”)
- What happened? (43% reduction in pain scores, not “statistically significant improvement”)
- Why should I care? (Faster onset than standard curcumin, not “enhanced bioavailability profile”)
That’s it. You can save the full methodology for the technical appendix; they’ll never read it.
The One-Page Rule
You don’t understand your value proposition if you can’t explain why your ingredient matters on one page.
The best-performing materials we see follow this pattern:
- Headline: The primary benefit in plain English
- Proof: One compelling study result with context
- Differentiation: How does this beat the standard approach
- Next steps: Clear path to technical details if needed
Everything else is irrelevant.
Stop Losing Deals to Inferior Science
The brands that stand out aren’t necessarily the ones with tons of publications. They’re the ones whose sales teams can explain their science in the time it takes to sip a coffee.
Your R&D team spent two years proving that your ingredient works. Don’t let bad communication ruin that investment!
Ready to fix this?
Send us your current sales materials. We’ll show you exactly where you’re losing prospects and how to fix it. It’s a free 15-minute audit with no strings attached.