1. Negotiation 201: Industry Sales/Marketing Global Channel Partners
Integrating the Life Sciences from Molecule to Organism
The American Physiological Society
Negotiation 201: Industry Sales/Marketing
Katherine Atkinson
Director
Global Channel Partners
Illumina, Inc.
Presented on April 4, 2016
At EB 2016
San Diego, CA April 2016

2. Negotiating for Success!
The American Physiological Society
This presentation is part of
2016 Mentoring Symposium on
Negotiating for Success!
Organized by the APS Women in Physiology Committee
For more information and to listen to other presentations:
the-aps.org/negotiating
© 2016 The American Physiological Society
Creative Commons License: Attribution Non-Commercial No Derivatives (

3. The American Physiological Society
Katherine Atkinson
Bachelor of Communications
After an initial career in broadcasting, Katherine Atkinson stumbled into life science sales. Quickly learning the “art of the deal” set her apart from the everyday sales representative, her career took off. Her two decades of territory management and sales experience in health care and biotechnology industries includes Fisher Scientific, Thermo Fisher and Beckman Coulter. In 2012, Katherine joined Illumina where she currently serves as Global Sales Director overseeing Illumina’s channel partners. The program provides centralized resources to both internal and external selling teams enabling a world-class partner program that drives a higher level of strategic partner engagement, mutual trust and performance.

4. Why Negotiate?
$108K
$100K
Seldom ask…wait to raise hand
Women have the pleasure of working 8 years longer until they can retire!

5. Let the Numbers Tell the Story
2.5 times
Women report feeling a “great deal of apprehension” about negotiating at a rate of 2.5 times men (Babcock & Laschever, 2003)
$500,000
Failing to negotiate salaries costs women $500,000 by the age of 60 (Babcock, 2009)
$700,000, $1.2M, and $2M
Amount high school, college and professional school graduates can expect to lose by not being paid what they are worth (Wage Project, Inc.)
30% Less
Women ask for 30% less, on average, than men in a negotiation (Babcock & Laschever, 2003)

6. Barriers Preventing a Negotiation for New Sales Hires
Didn’t know I could
System will take care of me
Work hard and deliver, and then positive outcomes will follow
Don’t want to harm a relationship
Active negotiation will NOT be held against you!
I’m not ready or feel I lack experience
Psychological barriers sometimes lead women to not negotiate for more or take the risk

7. Don’t Wait for the Negotiation to Sell Yourself
Interview Prep
Success Factors
Persistence
Preparation
Sell yourself
Sales Philosophy
Drive for Results
Customer Focus
Interpersonal Savvy
Strategic and Tactical Agility
Technical Knowledge
We look at initiative…benefit of the doubt to those who persist…
Read about the company…do your homework
See yourself…this is what will differentiate you
Know something about sales…be prepared to discuss approaches…do not want to hear I am a people person!

8. Negotiating Your Salary
LISTEN!
- Understand offer
- Do not accept immediately
Know who you are dealing with
- Hiring Manager or Recruiter
Ask when you have to make a decision by and take that time
Before you counter offer…know your worth
Glassdoor

9. The Counter Proposal Always counter (many options) - Salary
- Car allowance
- Stock options
- Signing bonus
Be prepared to highlight the reasons you deserve these concessions
- Why you are worth it!
Hint: Most companies always leave room for counter! Don’t leave money on the table!

10. Price is only important
in the absence of value.
Be prepared, know why you are worth in and deserve more.

11. Finding a Sales Role
Expand your network (or increase your connections if that is more palatable)
Don’t fear negotiations-- if you don’t negotiate, a peer is (and getting a better outcome than you!)
Identify a network that you can lean into for coaching, to do a test run of a conversation (and it may include both men and women!)

12. For more information, to listen to other presentations,
The American Physiological Society
For more information, to listen to other presentations,
and for the PowerPoints with active links
and/or other resources
the-aps.org/negotiating
For further information, contact APS Education Office