B2B Sales and Market Development of Diagnostic Services in Nashik: A Field Study Based on Internship Experience at Labridge Diagnostics

Entering a new local market in business-to-business (B2B) diagnostics requires a service provider to build awareness, trust and operational credibility among laboratories that are often already served by established providers. This paper examines B2B sales and market development for Labridge Diagnostics in Nashik, Maharashtra, based on a field internship conducted from 25 May to 31 July 2026. The study aimed to understand the local B2B diagnostic market, create awareness, develop and convert leads, support client onboarding and sample referral, and learn from competitor behaviour. It uses a descriptive, observation-based design drawing on the internship’s field-visit register, onboarding tracker and activity notes; it is not a statistically designed survey. The register contains 173 laboratory visit records, of which 112 (64.7%) were classified as good response, 35 (20.2%) as miscellaneous and 26 (15.0%) as no response; 28 clients were onboarded. In the dated entries (1–19 June 2026), activity rose towards the end, with 17–19 June accounting for 67 of 173 records (38.7%). Field notes indicate that prospects weighed price, test availability, quality, turnaround time, sample handling, responsiveness, reliability and existing relationships, and that a local competitor, GD Diagnostics, was the most frequently cited provider because of its pricing and long-standing relationships. The paper concludes that, in this setting, conversion appeared to depend on trust, service reliability and incremental, trial-based entry rather than on price alone. These are observations from a single internship; they do not establish causation and cannot be generalised to other markets. Keywords— B2B sales, customer acquisition, diagnostic services, market development, Nashik, relationship marketing