Have an Omnipresent, Helpful Opinion | SalesDNA Podcast

Organ-on-a-chip technology promises to replace failed animal models in drug discovery — but selling disruptive biotech isn't just about having a better product. It's about getting scientists to acknowledge the problem with their current workflow before you can sell them a solution. Jeff Bissen, VP of Business Development at Syntho, joins the SalesDNA podcast to walk through the real dynamics of selling novel life science tools: why education-first prospecting matters, how to handle the "we already tested that" objection, and why LinkedIn is the only cold outreach channel he trusts. We cover the psychology of adoption in pharma, how to position against entrenched incumbents like animal models, and the content strategy that makes a salesperson look like a trusted peer rather than a vendor. Chapters: 00:00 — Introduction 03:30 — What is organ-on-a-chip and why does it matter? 09:15 — The real barrier to adoption: status quo bias 15:40 — Education-first prospecting: selling the problem 23:10 — LinkedIn strategy for biotech sales 31:45 — Handling objections from established scientists 40:20 — Building credibility before the first call 48:00 — The content flywheel that replaces cold outreach 55:30 — Advice for founders selling into pharma --- We're doubling down on our YouTube content, so if you want to watch this video instead of listening to it, you can watch it on our channel here:    / @successionbio   About Succession Succession helps founders and sales teams close more deals with biotech and pharma. We partner with our clients to run modern lead generation campaigns, up-skill their team through personalized sales training, and build AI workflows using cutting-edge tools and technology. Ready to take your go-to-market to the next level? Check out all our free tools: https://succession.bio/free-tools Subscribe to our newsletter: https://blog.succession.bio Book a strategy call: www.succession.bio Ask us anything: https://forms.gle/6cJJo7imyekPcwdEA