Useful Advices - Business

Learning new sales skills and tools, should be a lifelong part of being a professional salesperson. Adapting those new skills and tools to your unique style, and then using them to increase your

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

effectiveness, is another skill all by itself.

There are many different kinds of salespeople, who sell many different kinds of products and or ideas, they all use different methods, and the re

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

Examples of combination products may in

ally good salespeople let those methods evolve and morph into what will work for them.

The kind of selling I do involves calling on established accounts about once a month, and as many new pros

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

pects as I can qualify to fill the holes in my schedule. Most of my sales calls now begin with an agenda of what I want to cover during the meeting.

This was not always the procedure I used, th

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

salespeople who broke me into my industry did not use an agenda, most of them just came in with a handful of promotions, asked a few questions, and made their presentations, most were not very

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

Combination pro

professional. The businesses I called on at that time were being called on by 5-6 of my competitors each month, and they all seemed to use the same approach.

The problem I had was being the new

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

kid on the block and how could I differentiate myself from the pack. We all sold the same products, at about the same price, and all with similar terms, it seemed as if you just had to spend a

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

lot of time to form some relationships, and after you had been around a long time you would get the business, I needed to find a short cut.

I decided to use a more formal approach to the sales

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

rocess, first I broke the dress code, which at that time in that industry was slacks and a polo shirt with your company logo, and began wearing a sport coat and tie. Industry lore had it that yo

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

u would be kicked out of most shops if you showed up in a tie, well in over 25 years, that has not happened once, to the contrary the almost immediate result was that most of my customers began

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

to relate to me on a higher level, than before I made the change.

Next I began using a simple one-page agenda that listed a few housekeeping items, customer name, account number, sales figures

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

Following aspects would a

for month, and year to date, and what they spent the previous year. A few carefully crafted open-ended questions to gather information and guide them to what I wanted to discuss. A listing of an

dd to the challenges in developing combination products:

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

promotions or new products, they should be aware of. And finally contact information for the sales desk, credit, corporate office, and myself all on a separate page.

There are a few subtle cue

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

s in this document:

The sales numbers for last year are a subliminal reminder that they are expected to beat the previous years total, in fact if we get to the last quarter and some account

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

s are lagging a little, they will say they need to speed up without any prompting from me.

If I want the customer or prospect to ask specifically about an item, I will sometimes includ

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

e it in the list of promotions, I will highlight it, but skip over it as we go through the list, almost without fail the customer will point to that item and ask “what about this”, any sales pro

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

Professional from academic institutions, pharmaceutical industries, health care indust

essional knows that if the customer asks first about something, they own it.

On the contact page, I include all possible way for the customer to get hold of me, business phone, cell ph

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

one, home phone, home fax, and email addresses. This implies that the customer is really important to me and gives them confidence that they can get me. In over 20 years of including my home pho

.

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

ne, only 2 customers have ever called me at home, and they were true emergencies.

Has this worked? It has been a part of my overall sales strategy for more than 20 years, in that time I ha

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

Companies that provide selfless information through particip

ve firmly established myself among the top 5% of sales people in my field.

Finding and implementing ways to differentiate yourself from the competition is a sales skill you must develop and use

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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