On November 13th, 2025, we welcomed Dr. Christopher Ford, Regional Sales Manager at LGC Diagnostics and Genomics, to our B2B Marketing course. With operations in 14 contries and products sold in over 180 markets, LGC operates across the life sciences value chain, from supplying critical biological materials to supporting diagnostics, pharma, and research laboratories. Christopher provided students with a rare inside look into the complexity of B2B marketing and sales within one of the world’s most demanding industries. Christopher began by outlining how B2B sales in life sciences industries are shaped by long decision cycles, strict regulatory requirements, and high scientific and financial stakes. He walked students through the life sciences value chain and emphasized how LGC plays different roles as manufacturer, distributor, and research partner, ensuring coordination with other stakeholders, quality, and regulatory complience. In this environment, knowledge-driven acquisition strategies, quick response times, and cross-functional collaboration are indispensable. A central theme of the session was the importance of trust. Christopher introduced students to the Trust Equation, explaining how credibility, reliability, and intimacy, balanced against self-interest, shape long-term customer relationships. Accordingly, successful sales teams prioritize value, scientific rigor, and long-term partnership potential rather than focusing solely on price. During the interactive case study, students worked on strategies for winning back a lost customer, applying principles of service recovery, proactive engagement, and relationship rebuilding. The exercise highlighted how trust and responsiveness can restore credibility even in competitive and highly technical markets. We thank Dr. Christopher Ford for delivering such a rich and insightful session. We look forward to welcoming him again as part of our guest lecture series.