Useful Advices - Business

You have asked great questions, you’ve uncovered at least three important customer needs that your offerings can address, and you’re ready to begin your product

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

presentation. Know what you’re going to do now? If you’re like most salespeople, you’re going to lose all of the momentum you’ve built—and maybe the sale, as w

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

Examples of combination products may in

ll—by launching a long, boring, and standardized recitation of product features. Your sales presentation won’t even focus directly on the key needs you took suc

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

pains to identify.

People don’t buy product features. They buy solutions to their own needs.

Customers don’t care about your product features or even about 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

benefits those features offer to the world at large. Customers care about one thing only: How can you help me solve problems or seize opportunities that matter

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

Combination pro

to me?

What you need is a simple, structured method for product presentations that lets you stop rambling about features that may be irrelevant to this custome

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

and start presenting solutions to specific needs instead—solutions that are crisp, clear, brief, and to the point.

There is such a method. It’s called TFBR.

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

ere is how it works.

T – Tie-Back: Tie the conversation back to a need you identified with your earlier questions:

“You told me earlier that you want to match

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

he products that you stock with the unique needs of each region.”

F – Feature: Describe a product feature that meets that need:

“Our regional purchases history

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

reporting will show you exactly what the most popular products are in each region.”

B – Benefit: Explain how that feature will serve this customer’s specific n

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

ed:

“What this means to you is that you will improve service to your customers while minimizing the inventory needed at each location.”

R – Reaction: Ask for t

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

Following aspects would a

e customer’s own view of how the benefit would serve the need. This confirms that you correctly understand the need. Also, importantly, it turns the product pre

dd to the challenges in developing combination products:

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

entation into a dialogue with the customer instead of a monologue by you:

“How will this information help you improve your business?”

Cast each product feature

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

or capability you present in the TFBR format. And present only features that represent solutions to needs you have already uncovered and agreed upon.

The TFBR

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

ethod will shorten your product presentations dramatically and make them far more powerful. Why put your customers to sleep when you can instead engage them in

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

problem-solving dialogue that makes them very happy they agreed to meet with you?

In The Field:

The TFBR method isn’t just for salespeople who meet clients fa

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

Professional from academic institutions, pharmaceutical industries, health care indust

e to face. The marketing professionals who support your company’s sales efforts can use the TFBR format to help salespeople zero in on ways to present products

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

as solutions that address key customer needs. Marketing people should think in terms of the TFBR process when communicating product information to the sales for

.

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

e and to customers.

Connie Fuller, manager of human resource development at Ball Seed Company, put it this way: “When marketing presents information consistent

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

Companies that provide selfless information through particip

ith the Action Selling sales training concepts, it is immediately more useful to our reps. It also supports our training efforts and creates a wonderful synergy.

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.usefuladvices.org.ua/article/39890/usefuladvices-The-Sales-Training-Series-Sell-With-TFBRs.html">The Sales Training Series: Sell With TFBR's</a>

BB link (for phorums):
[url=http://www.usefuladvices.org.ua/article/39890/usefuladvices-The-Sales-Training-Series-Sell-With-TFBRs.html]The Sales Training Series: Sell With TFBR's[/url]

Young Entrepreneur Ryan Allis discusses how one can find and create business opportunities. Key tips include having an opportunity mindset and not waiting for opportunities to come to you.

Many people find themselves stuck in a career or job they hate. This article will teach you a simple five step plan to breaking free and stepping into a career you love.

In a few years time, it will not be surprising if people use the Internet for everything that they need to do. Even now, the virtual world is rapidly providing consumers with every kind of service, from shopping to news, from getting our degrees to landing a job. Yes. The Internet can serve as our one-stop job application shop with less the stress and the walking!

Tags

Links

Useful Advices - The Sales Training Series: Sell With TFBR's

Related Articles: