Useful Advices - Business

During a recent presentation we were discussing the importance of being able to deliver a clear, concise message when you first meet with a prospect and we agreed that a quick, thirty second introduction would be an effective approach. A p

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

articipant challenged me, saying that an introduction of this nature sounded canned and rehearsed. As he recited his opening message, I fully agreed with him—it did sound canned. Not to mention extremely difficult to understand.

Unfortuna

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

ely, he made one of the fatal mistakes that many sales people make when they first introduce themselves to a potential customer or client. The mistake is to barf on them. Not figuratively of course. But verbally. - Too many sales people

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

mistakenly believe that they should open their conversation with a background and history of their company. Or, a complete description of their products, services, or solutions. It’s seems like they can’t control what comes out of their mo

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

th once they open it. They puke. They barf. They spew all over themselves.

A great opening message or introduction follows a few key criteria.

-It focuses on the other person.

-It conveys how you help your clients and customers.

-It is

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

easy to understand.

-It does not contain an excess of adverbs or adjectives.

-It intrigues the other person.

-It must be delivered in a conversational tone.

Most sales people start talking about their products or services instead of fo

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

cusing their attention on the customer. The best way to do this is to state the benefit of your product or service and how it relates to your customer. Here is an example,

“Mr. Adams, I’m Pat from Geeks R Us. We specialize in helping smal

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

businesses like yours fix computer problems. The reason I’m calling is to see if you ever have experienced computer problems, and if so, how they have affected your business.”

Notice that this introduction briefly describes the sales per

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

on’s business while clearly describing the problems they solve. It is brief—forty-two words in total—and it takes less than fifteen seconds to state. That means it is very easy to understand.

Your introduction or opening should be scripte

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

d. However, one of the challenges of creating a script is that it must sound like something you would actually say. I don’t know about you, but most of the people I know don’t use many descriptive words when they speak. And, very few peopl

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

write the same way they speak. The individual in my workshop had memorized a written statement that described the services he provided. He wrote something that he thought looked good on paper but it ended up sounding forced and stilted wh

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

n it was spoken. Part of this was the number of adjectives and descriptive words he used. Limit your use of descriptive words. The shorter and more brief, the better.

While I believe in the use of scripts, they cannot and must not, sound

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

like a script when you recite it. Your opening or introduction MUST be delivered in a conversational tone if you want it to achieve the intended results.

Consider the difference between a highly trained actor and a typical telemarketer wh

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

calls you in the evening. The actor portrays the emotion and feeling while the telemarketing simply reads the words. This means that you need to practise reciting your opening or introduction so it sounds natural. Relaxed. Conversational.

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

If you’re not sure how your message sounds, ask someone you trust to evaluate it for you.

The barf factor also applies when you are delivering a presentation about your products and services. Instead of talking without taking a breath dur

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

ing the presentation of your product, pause after a few moments and make sure that your customer is still following you AND paying attention. It never ceases to amaze me how often a sales person actually speeds up when they notice that the

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

r customer is tuning out or no longer paying attention. As if that’s going to keep the other person’s attention!

Lastly, be careful not to barf on your customer when he or she expresses an objection. It is far more effective to empathize

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

ith the customer and check to make sure that you fully understand their concern BEFORE you present a solution. I have watched hundreds, if not thousands, of sales people in my workshops barf on their customer as they try to overcome object

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

ions. They ramble on and on trying to convince the customer why they should make a buying decision instead of making one key point and checking to see if that makes sense to the customer.

Barfing shows a lack of control. I mean, you can’t

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

usually control this bodily function when you are sick. And when you barf on someone during a sales conversation, it shows the same lack of control. Demonstrate your superior skill and ability by controlling what you say and how you say it

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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Everyone in the service industry should have something tangible to sell to go with it. That something tangible could be a process or formula that they claim as their own.

There are many statistics that might prevent individuals from pursuing business ownership, but there is often more to business ownership than odds. What is the X factor of business and do you have what it takes to succeed?

You have certainly heard the expression “mind your own damn business” used in a multitude of contexts.The most typical being the don’t kiss and tell type statements, often uttered by responsibly private individuals about their love life. Then there are the polar opposite, blabbermouth, tell all people (you know who you are) that just can’t keep their preverbal trap shut.

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Useful Advices - The Barf Factor

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