In this episode of Life Sciences Sales Lab, Dr. Shannon J. Gregg sits down with Bruce Wakeman to challenge one of sales’ biggest norms — the traditional product demo. They unpack why today’s life sciences buyers care less about features and more about measurable outcomes. From flipping the demo to leading with results, this conversation offers a practical blueprint for shortening sales cycles and increasing buyer confidence. If you sell into biotech, pharma, or healthcare, this episode will change how you approach every sales conversation.