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Useful Advices - Why Being Aggressive Won't Get You Sales
When people are asked to think of less than successful salesman, one of the unpleasant characteristics that springs to mind is them being pushy or aggressive.
The usual memory is of looking for a new car or used car! We have all had experiences when the salesman hasn’t stoppe
The usual memory is of looking for a new car or used car! We have all had experiences when the salesman hasn’t stoppe
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
d talking and you sense yourself being pushed to say ‘yes’. You find yourself signing on the dotted line!
Too many business owners, when presenting their sales pitch don’t think about whether their style could be perceived as pushy or aggressive, and don’t realise what they c
Too many business owners, when presenting their sales pitch don’t think about whether their style could be perceived as pushy or aggressive, and don’t realise what they c
; 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
ould be losing. In this article we are going to look at exactly what being pushy or aggressive looks like and how it can damage building long term relationships (which is what selling should be about).
Being pushy, whether intentionally or unintentionally, can be the ruin of
Being pushy, whether intentionally or unintentionally, can be the ruin of
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
a salesperson. Luckily we are all individuals, so we have a different ‘pain’ threshold where pushy salesmen are concerned; some people will shrug it off, others will feel intimidated. But what defines ‘pushy’?
To ‘push’ something is the act of exerting force on one object in
To ‘push’ something is the act of exerting force on one object in
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
rder to move it from one place to another. When you push an object, its weight responds as resistance and to overcome this you have to push harder. To fulfil the act of pushing you have to expend effort, but when strong enough, resistance can prevent you from moving forward.
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
Looking at the preceding words again, but re-framing them in a sales context, you can quickly see what being pushy is – forcing your will onto the buyer, countering resistance with more force, using effort to get a result. This is not how to make a sale or encourage someone to
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
buy from you again! You must always remember that a customer is with you because he wants to be there – he can quickly change his mind.
What are the actions you take in your sales process, which could be perceived as aggressive?
• Not taking ‘no’ for answer
•
What are the actions you take in your sales process, which could be perceived as aggressive?
• Not taking ‘no’ for answer
•
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
Not actively listening or watching for body language hints which are telling you to stop, that your message is not getting across
• Being overly familiar with the customer too early in the sales process
• Despite having been told that he is not interested, with
• Being overly familiar with the customer too early in the sales process
• Despite having been told that he is not interested, with
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
in a few days you are back on the phone, following up the previous meeting
These actions could be taken in all innocence but the outcome is the same – the customer feels pressurised.
So what’s the impact of these actions? Here are some of the possible outcomes if you take th
These actions could be taken in all innocence but the outcome is the same – the customer feels pressurised.
So what’s the impact of these actions? Here are some of the possible outcomes if you take th
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
ings too far.
• You may be lucky and hit upon a customer who is too meek to fight back or walk away. Great, you made a sale! However, they will never buy from you again. Missing out on repeat business means you are missing on the real profit. The next deal can be completed wi
• You may be lucky and hit upon a customer who is too meek to fight back or walk away. Great, you made a sale! However, they will never buy from you again. Missing out on repeat business means you are missing on the real profit. The next deal can be completed wi
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
hout all the preliminary talk so the true profit is higher. Be pushy and you miss out on all of this
• If the customer is a strong personality, he may dig his heels in and an argument quickly develops. You can never conclude a sale under these circumstances. Worse still, if y
• If the customer is a strong personality, he may dig his heels in and an argument quickly develops. You can never conclude a sale under these circumstances. Worse still, if y
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
ou are in the retail trade, potential customers wandering around your shop may pick up on the tense atmosphere and be out of the door with their money still in their pocket. The result? More than one lost sale
• Even if your product or service is ideal for them and satisfies
• Even if your product or service is ideal for them and satisfies
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
all their requirements, if they feel uncomfortable with your style, they’ll buy elsewhere
• Word-of-mouth can be a great way to boost sales but it can also be a destructive force. A dissatisfied customer will tell many more people about their bad experience than a satisfied c
• Word-of-mouth can be a great way to boost sales but it can also be a destructive force. A dissatisfied customer will tell many more people about their bad experience than a satisfied c
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
ustomer will about a good experience. So, not only have you missed out on one sale but also a bucket-load more
What steps can you take to avoid being too pushy or aggressive and possibly end up loosing a sale?
Early on in the relationship or presentation, don’t be overly fam
What steps can you take to avoid being too pushy or aggressive and possibly end up loosing a sale?
Early on in the relationship or presentation, don’t be overly fam
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
liar. Ask if you can call them by their first name. Seeking permission may sound a bit cheesy but at least you have their permission.
Having established this ground rule, actively listen to what the customer is saying, Is he dropping clear hints that he is not comfortable wit
Having established this ground rule, actively listen to what the customer is saying, Is he dropping clear hints that he is not comfortable wit
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
h what you are saying? Conversely, if he’s not responding at all, ask him if he’s OK with what he has heard so far. Asking questions is a great way of finding out what the customer is really thinking and so an opportunity to put things right.
As well as listening, watch their
As well as listening, watch their
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
body language. Do they appear happy or are their eyes constantly looking around (probably looking for the exit!) and not at you. If so, again step back and use questions to check their mood. Slow the pace down and clarify any concerns. Listening to what the customer has to sa
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
is the key and then respond by addressing the issues.
If, after taking on board what the customer is saying, you still get a ‘no’, don’t argue; back off and leave the door open for another day. Once the customer has verbally said no, the chances of you getting a sale after t
If, after taking on board what the customer is saying, you still get a ‘no’, don’t argue; back off and leave the door open for another day. Once the customer has verbally said no, the chances of you getting a sale after t
.
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
hat is dramatically reduced. And whatever you do, don’t follow up a few days later with a telephone call! Leave the customer alone and he may come back of his own free will. The memory of your pushy style will linger for some time and the chances of you getting a quick re-matc
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
h are slim, so don’t try and encourage one!
Next time you are making a sales pitch, make sure you don’t go too far and push the client so hard that he falls off a cliff. You want him alive so he can come and see you another day!
© Robert Warlow Small Business Succes
Next time you are making a sales pitch, make sure you don’t go too far and push the client so hard that he falls off a cliff. You want him alive so he can come and see you another day!
© Robert Warlow Small Business Succes
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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