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Useful Advices - To Improve Your Sales - Begin At The Very Beginning
Many people struggle with selling. Whether as employed and trained sales personnel, working in a professional services firm with a client fee target, or as a small business owner who needs customers to survive you need to sell. Why is it an issue? For many it starts with their own self-perception and how they, personally, relate to selling – or what they perceive as selling! Certainly, fo
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
r many people the idea is that sales people have to spend their time finding potential customers (or clients!) and then convincing them to buy the product or service. This may have to mean pushing, manipulating or coercing them in some way. WRONG! Effective, professional selling is radically different
The important thing is to be very clear about what is selling. Having spent much of my
The important thing is to be very clear about what is selling. Having spent much of my
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
working life in sales, sales management and training and developing people in the skills and attitudes to be successful in these areas I can confidently state that many people do not have a full understanding of it. Yes, they know that it is about a transaction or exchange of some sort. However, when I looked up “to sell” in a dictionary some years ago it had a great phrase within the defin
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ition – “to convince of value”. Hold this thought for a minute! When moving on to look up “salesmanship”, the interesting part, for me at least, was “to persuade purchaser to buy”.
These two parts of the definitions provide the possibility of a total rethink of what is required to be successful in selling, regardless of your market. To achieve these two effectively and
These two parts of the definitions provide the possibility of a total rethink of what is required to be successful in selling, regardless of your market. To achieve these two effectively and
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
consistently an organisation needs to think about its sales strategy, sales management style, sales culture and sales approach. The old style “push, push” element will not work in achieving consistent results. In the short-term there may be spasmodic success – with a turnover of customers and selling personnel too!
Let us look at the definitions and consider why they might make a differenc
Let us look at the definitions and consider why they might make a differenc
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
e. “To convince of value” – what does value mean to you? The beauty of the idea of value is that it is highly individual and personal – and can change according to circumstances. It is not a constant. Most people will tell you they want value for money, but what does that mean? The key challenge for anyone having to sell, is that we need to be able to find what our prospective customers
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
consider to be value at the time. Anyone reading this who has issues about “selling” or being thought of as selling can redefine what you do! If you think about this, your role as a sales person is not to sell or impose products or services on people. It is to find what they believe is value and then show them how you can deliver it. While on this subject, remember that it is the prospect
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
or customer who defines value! Beware of claims which claim to offer added value or value added – the supplier does not define this!
The successful sales people will still use a large number of the fundamental selling skills. A well thought through sales process will help to achieve results and help sales managers and sales people work together towards this end. Do it well and there will
The successful sales people will still use a large number of the fundamental selling skills. A well thought through sales process will help to achieve results and help sales managers and sales people work together towards this end. Do it well and there will
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
be much less rejection and far fewer objections. So, where do you need to start?
Begin with yourself and your own mindset! You will be helping them to buy something – if it is appropriate and they believe it is good value. As an aside, you do need to believe in your own products and services and that they are good value! If you have any problems with this, it is very difficult to put ac
Begin with yourself and your own mindset! You will be helping them to buy something – if it is appropriate and they believe it is good value. As an aside, you do need to believe in your own products and services and that they are good value! If you have any problems with this, it is very difficult to put ac
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
ross a positive message with any conviction or integrity! While working on your mindset, remember that any meeting or contact with a prospective client is about them, their situation and what they want. They are the focus, not you, your product or your sales target!
If you have to do any form of prospecting, this is important to remember too. Why should they talk to you or agree to see yo
If you have to do any form of prospecting, this is important to remember too. Why should they talk to you or agree to see yo
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
? You need to approach them with an understanding of the issues they may be facing and get them talking about these. More about this another time!
When you do get face to face with a prospect, there are a few basic steps to follow in order to get to the situation where you can find out what they consider to be value. The first stage is to gain a degree of rapport, which needs to be the ri
When you do get face to face with a prospect, there are a few basic steps to follow in order to get to the situation where you can find out what they consider to be value. The first stage is to gain a degree of rapport, which needs to be the ri
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
ght level for the prospect. During the early phase of any meeting the prospect is making a variety of judgements about you – and your organisation! These may be accurate or totally unreasonable as they will almost certainly be subjective, or based on subjective criteria! Regardless of this, we have to be able to gain some degree of trust from the prospect. Without this, it will be extreme
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
ly difficult to get the real information from them.
Once there is rapport, the conversation can move to the “sales” part. Hold it – do not start telling them all about your company, product or service! The key element to establish is what they are really looking for – and why! There is a great quote from “The One-Minute Sales Person”, “When I want to sell, I remember how I, and others
Once there is rapport, the conversation can move to the “sales” part. Hold it – do not start telling them all about your company, product or service! The key element to establish is what they are really looking for – and why! There is a great quote from “The One-Minute Sales Person”, “When I want to sell, I remember how I, and others
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
, like to buy.” Stop and think. How do you like to buy? When you last bought something which was a significant purchasing decision, what was important to you? Why did you choose the product and supplier?
Whatever your reasons for this – their combination will have matched what “convinced you of value”. The challenge in a sales situation is to find out these criteria from
Whatever your reasons for this – their combination will have matched what “convinced you of value”. The challenge in a sales situation is to find out these criteria from
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
your prospect. I call this their “shopping list”. Do this before talking about what you can offer, because the things the prospect is interested in will be related to what is on this list and not the other aspects you think are important for them.
So, once you have a sense that you are moving into the “sales” phase of the process, it is really useful to ask a question to get the pro
So, once you have a sense that you are moving into the “sales” phase of the process, it is really useful to ask a question to get the pro
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
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
spect’s shopping list. Something along the lines of, “When you are choosing a supplier, what is important to you?” or “When you last chose a new provider, what made you choose them?” This can cause the prospect to stop and think!! They do not get asked this very often – too many people are too keen to tell rather than sell! Listen, write down what they tell you, and keep asking, “…and what
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
else? until you have their list!
This is the key starting point, because this list is their set of value criteria right now! (It might change when you visit them again next month, so you need to check it again.) If you show them how your product or service can deliver against this list you will be able to “convince them of value”. As you keep the focus of your conversation and p
This is the key starting point, because this list is their set of value criteria right now! (It might change when you visit them again next month, so you need to check it again.) If you show them how your product or service can deliver against this list you will be able to “convince them of value”. As you keep the focus of your conversation and p
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
resentation around what is on their list and they can see you are doing so, the will want to buy from you. In doing this, you have a much smoother and simpler conversation and by dealing with the elements the prospect wants you will have fewer objections to deal with and will feel more confident in asking for commitment.
Whatever your business, you need to find clients or customers. They w
Whatever your business, you need to find clients or customers. They w
.
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
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
ill choose to use you to supply them provided you can offer them “value”. For me, one of the enjoyable aspects of selling is meeting different people and finding out more about each person’s challenges or issues and what is on their “shopping list” at the time. This really makes each sales meeting unique and fun! Once I have this, I am not selling to them. I can help them to achieve what
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
they need to in a way which matches the factors on their list – and if I do this effectively, they will buy from me. Selling does not have to be a battle or a challenge, it is about working together giving the prospect what they want and need to get value.
©Graham Yemm www.solutions4training.com +44 1483 48065
©Graham Yemm www.solutions4training.com +44 1483 48065
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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