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Useful Advices - Ego? At What Price!
It would seem that some salespeople would rather protect their
ego than help a customer and make a sale.
Todays customers can make purchases without ever seeing a human - if they choose to do business that way.
To truly succeed in the future, sales professionals will be well served by knowing how to handl
Todays customers can make purchases without ever seeing a human - if they choose to do business that way.
To truly succeed in the future, sales professionals will be well served by knowing how to handl
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
e customers, and all their concerns
and complaints.
If not, more than ever before that customer may simply go elsewhere.
So how would you deal with a disgruntled customer, who has a complaint about your product, or the service they received?
Allow me to tell you about an experience I had with a multimedia
If not, more than ever before that customer may simply go elsewhere.
So how would you deal with a disgruntled customer, who has a complaint about your product, or the service they received?
Allow me to tell you about an experience I had with a multimedia
; 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
organisation. I wrote an article about it to demonstrate a point
and the article found itself in the hands of the two salespeople
I had mentioned, but not identified.
One of the two salespeople who came along to demonstrate the projection unit represented 3M Australia. The other, an authorised distri
One of the two salespeople who came along to demonstrate the projection unit represented 3M Australia. The other, an authorised distri
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
butor.
Both companies telephoned to ask about my article.
3M’s representative called when I was away from the office, and left a message for me to return his call that afternoon if possible. When I spoke with him he said he had read the articles, was concerned, and wanted to make a time to meet with me.
Both companies telephoned to ask about my article.
3M’s representative called when I was away from the office, and left a message for me to return his call that afternoon if possible. When I spoke with him he said he had read the articles, was concerned, and wanted to make a time to meet with me.
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
told him that I had still not purchased a unit, and would
be glad to see him the following day.
Meanwhile the proprietor of the distribution company was furious She called my office and demanding to speak to the person who has been slandering her company.
“He can’t go around slandering my company and not
Meanwhile the proprietor of the distribution company was furious She called my office and demanding to speak to the person who has been slandering her company.
“He can’t go around slandering my company and not
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
be available
for me to speak to him”.
Clearly I was meant to interrupt my meeting with a client and run to the phone. (Pity her sales people weren’t instructed to do that when someone called to make an enquiry for a $14,000 piece of equipment.)
Returning the call later that afternoon,I was told, “Look
Clearly I was meant to interrupt my meeting with a client and run to the phone. (Pity her sales people weren’t instructed to do that when someone called to make an enquiry for a $14,000 piece of equipment.)
Returning the call later that afternoon,I was told, “Look
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
I’m very concerned. Business is tough out there and if
you haven’t bought something, I sure want to sell you the
projector. Do you want to buy one?”
“Well yes I do”, I replied. “Well I’ve got one right here. What do we need to do?” At this point, the process moved from selling to negotiation. “OK, ho
“Well yes I do”, I replied. “Well I’ve got one right here. What do we need to do?” At this point, the process moved from selling to negotiation. “OK, ho
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
about the price, what’s the best you can do?”
“It’s the end of the financial year, and if you fax me an order
tonight I can let you have the unit for $X, and I’ll throw in a
travel case worth $1,000 give you one hour of training and will
deliver it free”.
Now you and I both know that “value is a perceptio
Now you and I both know that “value is a perceptio
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
n”, and I
perceived no value in the free delivery. That’s a given.
Given my experience with an earlier model, training was not a bonus, and their travel case was not the one I wanted. So I asked, “How much if I don’t take the training, delivery, or the case?” “The price will be the same”, came the reply
Given my experience with an earlier model, training was not a bonus, and their travel case was not the one I wanted. So I asked, “How much if I don’t take the training, delivery, or the case?” “The price will be the same”, came the reply
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
. “I’ve given you my
best price.”
“Hang on - one minute you tell me the case is worth $1,000, then if I don’t take it, it’s worth nothing?” “It’s a value added deal.”
Interesting concept. A value added deal - from who’s perspective?
The distributor told me she had to rush to get to an appointment, so I
“Hang on - one minute you tell me the case is worth $1,000, then if I don’t take it, it’s worth nothing?” “It’s a value added deal.”
Interesting concept. A value added deal - from who’s perspective?
The distributor told me she had to rush to get to an appointment, so I
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
uggested I would call back in the morning.
At 9.30am the next day my p.a. received a call from the distributor
demanding to know why I am not available to take the call and why
I haven't call as promised. My p.a. explained I was away from the
office in a meeting and that I will be available at around 11.
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
At 11:30 a call came in, by which time I had a client in my office.
This seemed to further infuriate the distributor, who again demanded to speak to me, asking my p.a. if I am serious about buying this projector or not!
Explaining the situation again, and assuring the distributor that I would call as soo
This seemed to further infuriate the distributor, who again demanded to speak to me, asking my p.a. if I am serious about buying this projector or not!
Explaining the situation again, and assuring the distributor that I would call as soo
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
n as I was free, my p.a. again heard how
busy this person was, and how my behaviour in not calling her
first thing in the morning was just not good enough.
A little after midday, I was able to call. “Well have you decided to buy this projector or not?” she demanded.
“Before we get to that, I understand tha
A little after midday, I was able to call. “Well have you decided to buy this projector or not?” she demanded.
“Before we get to that, I understand tha
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
t you have been a little
less than pleasant with my p.a.. Can you help me understand.”
“Well you said you would call me back first thing - are you
serious about buying this unit or are you just playing games - I
cant see why we have to keep making apologies.........” - and so
it went on.
“I see. Well I c
“I see. Well I c
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
rtainly do want to buy this unit as I have for
the past eight weeks AND I am also certain that I don’t want to
buy it from you!” Herewith ended the conversation - along with
any chance this company had of making a sale.
Later that day, as previously arranged, I met with the representative of 3M Australia.
Later that day, as previously arranged, I met with the representative of 3M Australia.
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
What a difference!
“Firstly let me apologise for the experience you have had. We
have learnt from this and believe we can improve in certain
areas. How can I now help you with the projector?”
I asked him to let me know the price for the unit minus any
“bells and whistles”. As he could not directly se
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
ll me the unit
he would arrange a price via one of his distributors. (No not
the one I had been insulted by!)
In calling the following morning, he apologised for the delay and gave me the price. That afternoon I faxed him an order. I imagine the distributor who has benefited from the sale has had the eas
In calling the following morning, he apologised for the delay and gave me the price. That afternoon I faxed him an order. I imagine the distributor who has benefited from the sale has had the eas
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
est time of all - all they have to do is bank the
cheque! Cheers!
At the end of the day, the 3M Australia representative was focused on helping the customer, and their organisation as a result: The other, on preserving their ego, and having the customer buy the way the salesperson wanted them to. Who’s
At the end of the day, the 3M Australia representative was focused on helping the customer, and their organisation as a result: The other, on preserving their ego, and having the customer buy the way the salesperson wanted them to. Who’s
.
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
the
smart one? You decide.
None of us likes to have an unhappy customer, particularly if we believed we had done our best. We choose how we deal with the situation, and ultimately, our result. We can take a complaint personally, and feel our ego has been bruised. Or, we can take a step back from the
None of us likes to have an unhappy customer, particularly if we believed we had done our best. We choose how we deal with the situation, and ultimately, our result. We can take a complaint personally, and feel our ego has been bruised. Or, we can take a step back from the
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
situation and ask ourselves how we
can solve this, keep the customer, and maybe even make the sale!
Does that mean the customer is always right? Not necessarily - but remember, they are still always the customer.
Frank Romano is Managing Director of Turning Point Corporation and author of “SOLD! On Life”
Does that mean the customer is always right? Not necessarily - but remember, they are still always the customer.
Frank Romano is Managing Director of Turning Point Corporation and author of “SOLD! On Life”
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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