Selling Lab Services: Experiences and Nuggets of Wisdom


Marketing in the reference laboratory industry has evolved over the past 50 years. In the early days, sales reps and upper management had to develop new and effective strategies and tactics that centered on selling a healthcare service as opposed to a product, such as equipment or pharmaceuticals. As such, lab sales reps have learned significant lessons over the years from those nascent times. The listener—either experienced or not—should find some nuggets of wisdom in this presentation that will help him/her grow their business as well as prevent the loss of an account to a competitor.

Originally published on October 6, 2020

Lecture Presenter

Peter T. Francis

Peter T. Francis

Clinical Laboratory Sales Training, LLC

Mr. Peter Francis has spent his 47-year career in the reference laboratory industry selling, managing, and training sales representatives. Over his extensive career he has worked for distinguished organizations including Upjohn Lab Procedures, SmithKline Beecham Labs, and Quest Diagnostics. Additionally he was the sales manager for Health Network Labs—a hospital lab outreach program in Allentown, Pennsylvania.

Peter is currently president and founder of Clinical Laboratory Sales Training, LLC, a training and development company helping lab representatives promote their lab’s testing services. He’s written and been published extensively on the subject of selling and managing the lab testing business. Peter is frequently an invited guest speaker at numerous lab-leading industry conferences.


After this presentation, participants will be able to:

  • Recognize hidden sales barriers and how to address them
  • Design a repositioning strategy against the competition
  • Identify a compelling sales strategy developed 2400 years ago
  • Advance the sales process with a more strategic approach
  • Create “moments of trust” with clients

Sponsored by:

University of Utah School of Medicine, Department of Pathology, and ARUP Laboratories