Selling Restek LC Solutions
for Analytical Scale Laboratories
Part 1 – Discover - Assess the Workflow
and Define the Opportunity
Understanding Target LC Techniques
Rick Lake
Product Line Manager
Liquid Chromatography
814-353-1300 x 2379
rick.lake@restek.com
The Goal - Get a Column in a Method
Additional
Method
Additional
Method
Validation
LC Consultative Selling Approach
Displaces current products, creates opportunity for future
methods, and BUILDS TRUST in RESTEK
STEPS
1
2
Discover
PURPOSE
RESULT
Assess Workflows and Capabilities
Develops Product Class Focus
and Starting Product Fit
Develops Problem/
Opportunity Statement
Refine
Assess a Definitive Need
3
Consult
Find a Product or Solution that fits
definitive need
Present Product
Recommendation and Proof
Statements
4
Extend
Cross-Selling of Associated
products
Expand the account
possibility
LC Consultative Selling Approach – Step 1
Identifying the Workflow – Dilute and Shoot Example
Sample Preparation + Analyte Separation + Analyte Detection
Discovery Questions – Step 1
Discovery Questions
Defines
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
Conventional HPLC
Intermediate HPLC
Agilent 1200
Agilent 1260
Agilent 1290
•
•
•
•
•
•
400 bar
Highest system volume
600 bar
Moderate system volume
UHPLC
1000 bar
Low system volume
The main difference is the operating pressures and system volumes
LC Differences and Classes
Pressure
Volume
HPLC
>1 ml of system volume
<400 bar pressure
IHPLC
>0.2 ml of system volume
<800 bar pressure
UHPLC
<0.2 ml of system volume
<1000 -1200 bar pressure
LC Brands and Models
HPLC
IHPLC
UHPLC
Waters
Shimadzu
Agilent
Alliance
Prominence / I series
Acquity (multiple classes)
Prominence UFLC-XR / I series 1260 /1200 RRLC
H-Class
1100/1200
I-Class
Nexera X2
1290
MS Differences and Classes
Model determines sensitivity, available flow and speed of acquisition
Relevant Techniques – Defined
Technique
Why Customers Use It?
What are some common pain
points?
HPLC
• Older 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
Technique
Why Customers Use It?
What are some common pain
points?
(I)HPLC
• Can be used to run faster
than conventional HPLC
• Not as expensive at UHPLC
• More rugged than UHPLCcan 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
Technique
Why Customers Use It?
What are some common pain
points?
UHPLC
• Can 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
Technique
Why Customers Use It?
What are some common pain
points?
LC-MS/MS
• Most 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
5 µm
3 µm
HPLC
2.7 µm
5 µm
3 µm
Intermediate
2.7 µm
HPLC
2.7 µm
UHPLC
1.9 µm
Identify Column Dimensions by Technique
Technique
Product Class
Customer Need
Particle Diameter
(dp)
Internal Diameter
(ID)
Length
(L)
System Pressure
Capacity, Volume and
Flow
Peak Capacity
HPLC
Ultra and
Raptor
3 and 5 µm, 2.7
(SPP), 5 (SPP)
3.0 and 4.6 mm
100 to 150mm
UHPLC
Pinnacle DB
and Raptor
1.9 µm, 2.7 (SPP)
2.1mm
50mm to 100mm
HPLC - XR
Raptor and
Ultra
1.9 and 3 µm, 2.7
(SPP)
3.0 and 2.1mm
50 to 100mm
Preparative
Ultra
5µm and above
Semi-Prep
10 to 21.2 mm ID
Prep
30 to 50 mm ID
LC-MS/MS
Raptor
1.9, 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)
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
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Key Focus for Product Positioning
Better Data. Faster Throughput. Exceptional Value.
Consumer Needs
Restek 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
Refinement Questions – Step 2
Refine Questions
Defines
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?
Where we are?
STEPS
1
2
Discover
Refine
PURPOSE
RESULT
Assess Workflows and Capabilities
Develops Product Class Focus
and Starting Product Fit
Assess a Definitive Need
Develops Problem/
Opportunity Statement
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?