What lab buyers rate "very important"
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74%
Fits their current systems
30%
Extra features
Better doesn't win on its own. Safe to switch does.
We build the case that makes switching to your product feel like the safe choice.
Better isn't the same as safe to switch to.
Your data holds up. Deals still stall, or go to a competitor your product beats on every number that matters. That's rarely a data problem.
THE QUESTION YOU'RE ANSWERING
Which product is better?
vs
THE QUESTION YOUR BUYER IS ANSWERING
What happens if I'm wrong to switch?
What your buyer is weighing, that no spec sheet covers
Revalidation
Proving it works in their setup, again.
Retraining
The team's time to learn something new.
Sign-off
The internal case to get it approved.
Personal risk
Being the one who backed the change.
Why technical teams miss this
+
-
The teams closest to the product are usually the last to see this gap, because they're optimizing for the thing they can prove, not the thing the buyer is actually afraid of. That's not a knock on the science. It's a different discipline entirely, and it's the one most technical and scientific companies never staff for.
HOW IT WORKS
Translation, not salesmanship.
68% vs 23%
Lab buyers rate a vendor's knowledge of their industry and technology "very important" three times as often as sales skill.
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1
Your science in
Papers, data, product expertise, or a conversation with the people who built it.
2
The buyer's case out
We turn it into what a buyer outside the lab needs before they'll risk switching. Your team doesn't write it or manage someone who does.
3
Your experts approve it
Nothing goes out until they have. Expert-approved, every time.
Free, 45 minutes, no pitch.
WHO YOU'LL WORK WITH
Tom Hyams
I run Fractional Leverage as a Fractional Commercial Lead. I've been the operator inside the business and the consultant brought in from outside, so I know the difference between a strategy that reads well and one a team can run.
​
You work with me directly: one point of contact, no account managers, no markup on the rate.
Four technical sectors, from every side of the buying decision
NOW
Fractional Commercial Lead · Fractional Leverage
Hands-on commercial leadership for a small number of companies at a time.
BROUGHT IN FROM THE OUTSIDE
Performance & Strategy Consultant · Technical E-commerce
Accelerated sales and marketing at two businesses to get them ready for sale. Both sold.
INSIDE THE BUSINESS
COO/CSO · Springpod, EdTech
Ran commercial and go-to-market strategy as part of the leadership team.
IN THE ROOM WITH BUYERS
Solutions Consultant · GovTech
Took strategic planning software to governments, school boards and health districts.
Focus: products built on research and data, from diagnostics to cutting-edge technology.
Questions teams usually ask
Do you need much of our scientists' time?
Very little. We start from the papers and data you already have, plus one conversation. Your experts review the draft; they don't write it.
How is this different from a specialist marketing agency?
You deal with one person from start to finish, so there are no separate meetings with a strategist, an account manager and a writer. If part of the work needs a specialist, we bring them in and manage them for you. And there's no agency markup.
Our product is highly technical. Can you keep it accurate?
That's the job. The work is translating technical depth into the case a buyer needs, and nothing is published until your experts have approved it.
What happens in the Commercial Growth Assessment?
A free, 45-minute working session on where your commercial case is losing to inertia and what would close that gap. You leave knowing where the gap is and what to fix first. No pitch.
Lab Manager, 2021 Purchasing Trends Survey: lab professionals rating the factors that influence their purchasing decisions ("very important"). Compatibility with current systems was rated "very important" by 75% again in the 2022 survey.
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