Not Buying It

How do you market to people trained to reject sales and marketing? If your work depends on persuading scientists, clinicians, or technical experts - this book is your blueprint. Whether you're a sales professional, marketer, founder, or executive in life sciences or healthcare, you already know: presenting data alone doesn't drive action. Yet traditional sales and marketing models fall flat when faced with the skepticism of technically trained minds. That's because technical professionals think - and buy - differently. In this breakthrough guide, Hamid Ghanadan draws from three decades of experience leading strategy for the world's most complex scientific markets to introduce a repeatable, proven framework for influencing the most discerning audiences. You'll discover: The psychological blueprint of scientists, doctors, and technical experts - and how to align with their natural decision-making process Why the sales funnel has become obsolete in technical markets...and what to use instead How to create a "reason to care" that breaks through indifference The 3 types of content that move technical buyers from passive observers to active advocates A step-by-step strategy model used by top life science companies to launch, grow, and dominate their categories Includes: The Persuasion Model for Technical Professionals Insights-Led Commercial playbook Strategy tools for product-market fit, segmentation, positioning, and messaging A blueprint for building commercial strategy that actually changes minds Ready to win the trust of the world's most skeptical minds? Pick up this book and learn how to turn insight into influence...starting today.