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Useful Advices - Selling Beyond Fear: Courage is Not the Absence of Fear!
In the 15 years we've been training salespeople in High Probability Selling, we've known that what we teach scares people. What we haven't known is
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
*why* our methods scare some salespeople into clinging to their old - but ineffective - sales approaches. Why can't so many salespeople change the
; 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
way they sell?
After years of research, we've finally determined why so many salespeople can't change the way they sell: They're afraid of doing w
After years of research, we've finally determined why so many salespeople can't change the way they sell: They're afraid of doing w
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
at really works!
Typically, salespeople mask their fears with macho attitudes. They think of themselves as heroic figures, persevering against all
Typically, salespeople mask their fears with macho attitudes. They think of themselves as heroic figures, persevering against all
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
obstacles, fighting the good fight day after day. But, think about this: Who are they really fighting?
Through extensive research under the guidan
Through extensive research under the guidan
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
e of Dr. Wayne Diamond, we've concluded that salespeople's own fears are the biggest impediment to their success. Fear is the real 'enemy'.
This i
This i
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
where true courage enters the picture: We have to recognize and confront our fears before we can overcome them. Here is a 3-Step Strategy for over
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
coming your fears. (Note: "Uncomfortable, uneasy, and anxious" are other words for fear.)
1. Reality or Fantasy?
The first thing you need to do i
1. Reality or Fantasy?
The first thing you need to do i
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
determine whether the fears you have are based in Reality or Fantasy. You can't beat what isn't real. You can't overcome what is real if you won't
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
admit exists. If a fear is based in reality, facing it helps to overcome the fear. If a fear is based in fantasy, acknowledging the fantasy helps t
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
overcome it.
What you resist persists. If you resist facing your fears, they will persist.
2. Acknowledge Your Fears
What you resist persists. If you resist facing your fears, they will persist.
2. Acknowledge Your Fears
Typical Sales Fears
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
Reality
The Fear of Rejection The way you sell causes rejection The Fear of Loss You can't lose what you don't h
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
ve
The Fear of Scarcity Learn to find an abundance of prospects
The Fear of Being Intrusive People who mind intrusion don't take calls
T
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
e Fear of Being Offensive The timid way you sell offends prospects
The Fear of Not Being Believed Practice full disclosure and be believed
The F
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
ear of Being Disrespected Directness and Authenticity get respect
The Fear of Failure and/or the Fear of Success needs professional guidance
The Fear of Failure and/or the Fear of Success needs professional guidance
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
3. Assumptions Are Sales Killers
Assuming that you know how people will react often produces negative results. It doesn't matter if your assumpti
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
ns are generally negative or positive. Both are condescending and/or insulting. Both are based on some or all of the fears listed above.
Assumptio
Assumptio
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
s are usually based on what you believe to be True, or what you wish were true. Our false assumptions may be due to past unsuccessful sales experie
.
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
ces, or they may be relics of personal experiences, recent or long 'buried'.
"Understanding one's fears is simple. Facing the avoidance patterns t
"Understanding one's fears is simple. Facing the avoidance patterns t
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
at comes from fear is quite complex."- Dr. Wayne Diamond. For further information on how to apply these principles call Dr. Diamond at 215-242-9054
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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