Michael Asher

Evaluator
DISC Type : Csd

Owner and Chairman at Better2Know Ltd.

Whittington, England, United Kingdom

Overview

Mike Asher founded Better2Know in 2011, building it into a global medical diagnostics provider operating in over 30 countries with 7, 000 clinics. A holder of an MBA from IESE Business School, colleagues describe him as a dynamic, strategic business leader. He is deeply experienced in guiding early-stage life science companies.

Having grown up overseas, Mike is fluent in four languages and has built an international business career focused on life sciences. He has written extensively on sexual health, aiming to demystify complex topics. Recently, his company committed to achieving Net Zero by 2050, reflecting a focus on planetary health.

In 2019, Mike was awarded Great British Entrepreneur of the Year.

Personality Overview

Hard To Convince

Thorough Evaluator

Quality Focused

They focus on the results, but can still be quite procedural and analytical about how to get there  They are not very likely to become strong advocates of your product or service They have a unique set of diverse traits where they are decisive and methodical but can sometimes be extra cautious and skeptical

Topics They Care About

Global Health Access
Founded and leads Better2Know with a vision of building a global testing provider that is easily accessible to everyone worldwide.
Medical Diagnostics
His career is centered on biotech and diagnostics, with a specific interest in testing systems for blood-borne viruses like HIV and Hepatitis.
Life Science Startups
He founded BioPoint, a consultancy for early-stage life science companies, and has served as a non-executive director for multiple biotech firms.

Media Appearances

Michael has no verified media appearances

Work History

4-2011
Owner and Chairman at Better2Know Ltd.
10-2010
CEO and Founder at BioPoint Limited
6-2010 - 10-2015
CEO and Founder at The Old Rectory Trading Company
10-2009 - 7-2014
Non Executive Director at REINNERVATE LIMITED
10-2009 - 11-2010
Non Executive Director at ArrayMed Private Limited

Education

1990 - 1992
MBA from IESE Business School
1981 - 1985
BA / BA from Brown University

More Information

Social Presence :

Prographics :

Exp : 16 Location : Whittington, England, United Kingdom Job Level : Leadership Designation : Owner and Chairman at Better2Know Ltd.
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Insights For Selling To Michael

During A Call Or A Meeting

DO's

  • Keep a professional, business-like approach; especially if you tend to get informal quickly
  • Use phrases like ‘the ROI of this’, ‘X% more’ etc.
  • Showcase how you can impact results but also make sure that you share detailed information too

DONT's

  • Avoid inviting them for any social interactions until you have built some rapport with them
  • Don’t focus on relationship, focus purely on the merit of your product
  • Avoid making strong statements, instead invite them to agree with you by asking them questions

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Michael is

  • ROI matters the most to them, followed by process and finally proof of results
  • Will you ever get a clear answer from Michael

  • They might hesitate a little, but will go ahead and say no when necessary (or asked)

Insights For Deal Planning

    How fast (or slow) will Michael move?

  • They are unlikely to move very fast, especially when it comes to new products or services
  • Can Michael take some risk or not?

  • They have relatively low risk-appetite and are not very likely to go for something unproven and risky

You And Michael

Personality Compatibility


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