Selling Restek LC Solutions for Analytical Scale Laboratories Rick Lake Product Line Manager Liquid Chromatography x 2379 Part 1 – Discover - Assess the Workflow and Define the Opportunity Understanding Target LC Techniques

The Goal - Get a Column in a Method Validation Additiona l Method

STEPS PURPOSERESULT Discover Assess Workflows and Capabilities Develops Product Class Focus and Starting Product Fit Refine Assess a Definitive Need Develops Problem/ Opportunity Statement Consult Find a Product or Solution that fits definitive need Present Product Recommendation and Proof Statements Extend Cross-Selling of Associated products Expand the account possibility LC Consultative Selling Approach Displaces current products, creates opportunity for future methods, and BUILDS TRUST in RESTEK

LC Consultative Selling Approach – Step 1 Identifying the Workflow – Dilute and Shoot Example Sample Preparation + Analyte Separation + Analyte Detection

Discovery Questions – Step 1 Discovery QuestionsDefines What techniques are you currently utilizing? Which chromatographic needs are important and what product classes to initially focus on What is the technique focus for future method development (same or shifting)? What product class you should focus on for new methods and what the corporate need may be What instrumentation are they currently using (Manufacturer and Model)? Which product class you should focus on and what benefits to reinforce How many instruments are currently being utilized? Potential volume How often are they purchasing new instruments? Corporate growth goals and needs What types of Sample Preparation are you doing? Sample throughput and impact on chromatography Where do your methods come from (developed in-house or transferred)? Target contact, potential needs and potential volume

The Differences Between Selling LC and GC All dimensions of columns can fit Makes and Models are very similar Customers looking for specific application No mobile phase! Product recommendation varies by instrument Makes and Models are very different Customers looking for technologies that improve performance Like specific application but can benefit from like examples

LC Product Classes – Instrument Fit Agilent bar Highest system volume Agilent bar Moderate system volume Agilent bar Low system volume Conventional HPLC UHPLC Intermediate HPLC The main difference is the operating pressures and system volumes

LC Differences and Classes Volume Pressure HPLC IHPLC UHPLC >1 ml of system volume <400 bar pressure >0.2 ml of system volume <800 bar pressure <0.2 ml of system volume < bar pressure

HPLCIHPLCUHPLC WatersShimadzuAgilent Alliance Prominence / I series 1100/1200 Acquity (multiple classes) Prominence UFLC-XR / I series 1260 /1200 RRLC Nexera X21290 LC Brands and Models H-Class I-Class

MS Differences and Classes Sensitivity / Mass Resolution Acquisition Speed Model determines sensitivity, available flow and speed of acquisition

Relevant Techniques – Defined TechniqueWhy Customers Use It?What are some common pain points? HPLCOlder technologies that are readily available Not enough capital for newer instruments Rugged instruments for Quality and MFG settings Not a high sample throughput Can be relatively inexpensive to maintain Not fast Low sample throughput High solvent usage, not “green” Accessories are becoming harder to find Software is not supported as well

Relevant Techniques – Defined TechniqueWhy Customers Use It?What are some common pain points? (I)HPLCCan be used to run faster than conventional HPLC Not as expensive at UHPLC More rugged than UHPLC- can be used in Quality and MFG settings Less costly maintenance than UHPLC Not as fast as UHPLC Can struggle with system volume and lower ID Cannot get full potential from UHPLC columns (often tried) More expensive then UHPLC, often rivaling UHPLC

Relevant Techniques – Defined TechniqueWhy Customers Use It?What are some common pain points? UHPLCCan greatly increase sample throughput Very good for high sensitivity (low volume) Every major manufacturer has a model Can be lower solvent usage than HPLC Very expensive Not rugged Clogging is an issue with parts and columns Consumables have lower lifetime Expensive to maintain- often involves service contract Not rugged – research instruments

Relevant Techniques – Defined TechniqueWhy Customers Use It?What are some common pain points? LC-MS/MSMost powerful analytical tool to date High sensitivity lessens need for complex sample preparation MRM can be used for sensitive and accurate quantitation Lower sample prep can reduce consumable lifetime Isobaric co-elution can be difficult to resolve Matrix can cause ionization suppression Narrow MRM windows can cause down time due to lack of repeatability Expensive to maintain

LC Product Classes – Technology Fit 5 µm 3 µm 5 µm 2.7 µm HPLC Intermediate HPLC UHPLC 3 µm 2.7 µm 1.9 µm 2.7 µm 5 µm

Identify Column Dimensions by Technique Technique Product Class Particle Diameter (dp) Internal Diameter (ID) Length (L) Customer Need System PressureCapacity, Volume and Flow Peak Capacity HPLCUltra and Raptor 3 and 5 µm, 2.7 (SPP), 5 (SPP) 3.0 and 4.6 mm100 to 150mm UHPLCPinnacle DB and Raptor 1.9 µm, 2.7 (SPP)2.1mm50mm to 100mm HPLC - XRRaptor and Ultra 1.9 and 3 µm, 2.7 (SPP) 3.0 and 2.1mm50 to 100mm PreparativeUltra5µm and aboveSemi-Prep 10 to 21.2 mm ID Prep 30 to 50 mm ID LC-MS/MSRaptor1.9, 3 and 5 µm (determine by front end) Capillary, 1.0 and 2.1mm 30 to 100mm

Corporate Needs – Clinical Corporate Needs and Objectives:  Novel ways to lower cost per injection  Increase turn-around time by increasing sample throughput – screenings conducted in under 30 seconds, analyses under 5 minutes, large panels not to exceed 10 minutes  Better detection limits for target compounds  Minimize sample preparation steps and labor costs – no chemistry, laboratory miniaturization  Minimize error in reporting and sample handling  Development of screening analyses that lowers total number of tests needed as only the positive samples are sent downstream  Training of inexperienced technicians  Increased analytical up-time (columns and accessories)

Key Focus for Product Positioning Consumer NeedsRestek Benefit Increase sample throughput Decrease analysis time with selectivity or efficiency Increase instrument up time Longer consumable lifetimes – better handle the effects of flow, pressure and matrix High RT consistency (MRM windows) Lower need to for RM events Lower detection of analytes Peak shape and peak capacity Better separation from matrix (lower Ion Suppression) Better able to handle matrix Increased compound/isobaric separation Better selectivity with simple mobile phases Better Data. Faster Throughput. Exceptional Value.

Refinement Questions – Step 2 Refine QuestionsDefines Where do your methods come from (developed in-house or transferred)? Target contact, potential needs and potential volume What are your corporate goals for your department? Corporate needs What columns are currently using? What do you like or dislike about them? Current technology focus and importance Are you satisfied with your current data quality? Chromatographic variables that are important to them If you could improve one thing, what would it be? Focus for product selection

Framing the Opportunity/Problem So, you are interested in products that can help you ________? Example: So, you need to increase your productivity? by lessening analysis times by increasing your instrument up-time by find products that will transition to future instrument purchases by extending the lifetime of your consumables?

STEPS PURPOSERESULT Discover Assess Workflows and Capabilities Develops Product Class Focus and Starting Product Fit Refine Assess a Definitive Need Develops Problem/ Opportunity Statement 1 2 Example: So, you are interested in ways that we can help your Shimadzu UFLC and AB Sciex 4500 run more urinary drug tests per day? Where we are?