Useful Advices - Business

Salespeople know that they’re supposed to sell to the customer’s needs. Here is the classic—and tragically wrong—way they usually learn to do it: Uncover

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

the first need. Begin a product presentation, covering features and benefits, and then attempt to uncover another need and then give more product talk, e

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

Examples of combination products may in

tc.

Research shows that presentations like this are 25 percent less effective than those in which a thorough needs assessment is followed by a summary 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.

all of the customer’s needs. You will be far more successful if you begin by uncovering and agreeing on at least three relevant needs that the customer p

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

erceives as important. Only then should you begin a product presentation tailored to address those needs.

Never present your product until you have agre

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

Combination pro

d on at least three important and relevant needs.

Here’s how to do that:

• Ask questions designed to draw out the customer’s needs—specifically, problem

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

s or opportunities that can be best addressed by the unique capabilities of your company or your products.

• Take notes while the customer talks. This s

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

hows that you’re a good listener and that you actually care.

• Summarize and reach agreement on needs. When you believe you have uncovered at least thre

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

strong and relevant needs, summarize them and check your understanding with the customer. In this way, you reach agreement on the customer’s needs. Use

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

this format to gain agreement:

“As I understand it, you are looking for a way to _____, ______, and ______. Is that correct? If the customer says no,

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

ask more questions and do more listening. Only after the customer agrees that you correctly understand those three important needs should you begin to pr

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

Following aspects would a

esent the capabilities of your company and your product. You are now prepared to make that presentation in a far more powerful way by focusing directly o

dd to the challenges in developing combination products:

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

n issues the customer already has agreed upon as vital problems or opportunities.

In The Field:

Financial consultant Brad Martin describes his experienc

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

with the Action Selling approach to needs identification as a revelation and a radical departure from the way he was originally trained.

Martin works fo

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

r a large financial services company. Like many salespeople, he was taught to respond to each customer need as quickly as he was able to uncover it. So

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 would spot a need, present a product feature and benefit to address it, and then fish for another need. “That worked all right,” Martin said, “but some

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

Professional from academic institutions, pharmaceutical industries, health care indust

times I ran into trouble by presenting capabilities that didn’t quite match the prospect’s needs when they were considered as a whole. This meant I later

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

had to deal with many more objections than necessary.”

The problem is that customer needs do not exist individually, in a vacuum. They are interrelated

.

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

Martin learned in Act 4 of the Action Selling sales training program to uncover and agree on at least three needs before presenting his solutions. “Now

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

Companies that provide selfless information through particip

my sales presentations are much better focused, and fewer objections surface,” he said. “I am closing a significantly higher percentage of my prospects.

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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Useful Advices - The Sales Training Series: Sell By Agreeing On At Least 3 Needs

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