Useful Advices - Business

Mark Williams and Paul Whitehouse - actors in UK comedy series Fast Show - had it right with crazy tailors Ken and Kenneth:

"Good morning, sir. How are we today, sir?"
"Fine. And you?"
"Radiant, sir. Radiant. Woo that is a lovely suit, isn’t it sir?"

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

"Yes, it’s nice."
"Suits you, sir, suit like that, Ooh! Do you want one off the peg or do you want one made up?"
"Well I’m looking for something a bit smart; I’m starting a new job."
"Ooh, congratulations! Will you be having your own secretary, sir?

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

Examples of combination products may in

"
"Yes, yes I think so"
"Will you be giving it to her, sir?"

A persuasive sales technique if a little off-the-wall! But what effusive enthusiasm. It strikes me that this is what is missing from modern business to business sales. We are so caught up on pro

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

essionalism and image that the emotion has gone.

OK, I am not suggesting we need to ask customers whether they were serviced by their partner the previous night, but we can build so much better emotional ties.

Contrast Ken and Kenneth’s approach that with a recent e

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

ncounter I had with an Ikea customer service representative over some tables my partner and I wanted to buy.
Me: We wanted to buy two white bedside tables but we came down to the warehouse and the bay is empty
Ikea: Then it is out of stock
Me: I see, w

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

Combination pro

en will it be in stock?
Ikea: [silent spends 2 minutes tapping on computer, I expect him to look up and respond “Computer says ‘no’”] 3 weeks
Me: do you have any other white bedside tables?
Ikea: Look in the catalogue [hands me catalogue looking around

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

store but not at me]
I spot 3 others and ask him to check if the are in stock. Lo and behold they are out of stock. At this point I think that I could settled for another colour but life is too short.
We bought the bedside tables in MFI 2 days later.

Don’t

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

get me wrong, not all companies have missed the point. While I passionately hate Vodafone for the appalling service they gave me last year, a recent encounter with one of their call centre staff mellowed by attitude. Julie had been with the company eight years and she

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

passionately felt that my attitude was misplaced and she personally vouched for the company and pleaded that I give them another try (and it worked). What would you do for staff that put that much emotion in retaining and winning customers?

Kevin Roberts has written

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

a book, Love Marks – the Future Beyond Brands. He should know, he is the chief executive office of advertising agency Saatchi & Saatchi Worldwide.

Kevin rightly points out that human beings are powered by emotion, not by reason. The neurologist Donald Calne explains

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

‘The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.’

How many times have we gone into an electrical store – you know, one of those ones with the red logo and white letters and a spotty youth has ask

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

Following aspects would a

ed if the can help us? Let’s assume it is one of those rare occasions that we have not taken the opportunity to answer that closed question with a “no” and we let them make their presentation. And we marvel how they read off energy ratings, cubic capacities, freshness

dd to the challenges in developing combination products:

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

coefficients and other riveting statistics. And then they stand there and are surprised when you look at them blankly, thank them and part ways.

Aside from the inability of these staff to ask questions about your requirements – I actually think it is a phobia on thei

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

r part – it is the lack of emotion in the presentation that kills the sales opportunity. Frankly we get the same service and better prices if we go online.

Time and again I ask friends why they bought the car from the dealership they eventually chose. What is the mos

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

common answer? They were offered the biggest discount? Best servicing record in their group? Most local dealership? Or the most awards? Of course not – they liked the salesman. And this emotional decision is made over the second most expensive asset most of us ever b

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

uy.

In the words of Maurice Levy, Chairman of the French division of advertising group Publicis: ‘Consumers who make decisions based purely on facts represent a very small minority of the world’s population. They are people without feelings, or perhaps people who put

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

Professional from academic institutions, pharmaceutical industries, health care indust

their heart and emotions in the fridge when they are leaving home in the morning, and only take them out again when they go back home in the evening. Although even for these people, there is always some product or service they buy based on impulse or emotion.’

I ment

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

ioned before I thought that the modern sales process was devoid of emotion because most business are more focused on improving the process. This ignores the vast swathe of businesses that do not recognise even the flaws in the process. I am biased because my company f

.

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

cuses on sales training, but why is it that the majority of businesses that we prospect have never even considered structured sales training for their staff?

Most business find it easier to spend large amounts on image make-overs, expensive advertising, revamped mark

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

Companies that provide selfless information through particip

eting or more prominent premises. Often the most expensive and most adaptable asset is ignored – the customer-facing staff. So look at yourself and the people the sell your product and service. Could they be telling prospects more, “suits you” with passion and emotion

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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One has to be fairly careful when advertising in trade journals because the costs can get prohibitive, yet if you are selling to the industry, the percentage of readers who might be interested is large. If you have a company, which is not selling to the industry but rather participating in it

As painting business owners, our job goes way beyond applying paint. From the moment we decided to start our own business it became clear that we would have to wear many hats.

How well do you present yourself and your company to a prospect? Are you too busy bashing your competition to tell your prospect what YOU have to offer? Stop telling your prospects that you’re the best choice and show them you are with an approach that your competition won’t be able to duplicate!

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