Advice You - Business

Many business owners and sales managers ask me if I have a proven system or a way to identify and hire top sales reps. They have tried everything, they te

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

ll me. They check references, review similar work experiences, talk to ex co-workers, hold multiple job interviews, and sometimes they even spring for so

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

Examples of combination products may in

e high priced fancy sales aptitude matrix tests.

Even with all that, however, many sales managers still haven't found a way to identify who will actually

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

perform well and work hard, versus who will merely show up, take up space and drive up costs by sending out brochures, running up phone bills, squandering

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

leads etc. “How can you tell?” They ask me.

Well I've got good news for you. There is one technique that I've used successfully for years that will im

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

Combination pro

ediately separate who is for real and who's not. It doesn't require any special tests, it can be done on the first interview, and it will always tell you

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

what kind of sales rep you’ve got in front of you. Here's what you do:

During the course of the interview simply describe the service or product you're

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

elling, and ask them if they think they would do well selling it. Almost all that will say, “Oh, of course!" (Those who don't dismiss immediately!)

Aft

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

r that, tell them you want to get an idea of how they would handle some of the common objections you get this sale, and then give them three or four obje

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

tions (one at a time, of course) and let them respond to them. That's it!

Several things happen here -- all of which accurately reveal what kind of sale

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

rep you're dealing with. They usually fallen into three categories:

The “A” Players -- The top reps or sales reps who are well-trained and confident, w

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

Following aspects would a

ill handle each objection with a recognizable rebuttal, and the really good ones will even ask for the sale at the end. You will instantly know who they

dd to the challenges in developing combination products:

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

re. You hire these reps right away.

The “B” Players -- This group of sales reps will also answer the objections, but their responses will be less polish

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

d. With this group the lack of any formal training will show through, and you will be faced with the decision of whom you think can or can’t be trained.

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

Part of this group will be uncomfortable with the objections and you will be able to tell that they probably never will be comfortable with them. Your ch

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

ice of who to hire from this group should be pretty clear.

The “C: Players -- A common response from this group will be something like this: “Well, I re

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

Professional from academic institutions, pharmaceutical industries, health care indust

lly don't know your product so I really wouldn't be able to answer these objections." What they're really saying, of course, is that they have no idea ho

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

to respond to an objection, they have no confidence, and the reason they are here looking for a job will be glaringly clear to both of you. You pass on

.

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

his group altogether.

Try this powerful technique during your next interview. You will be amazed by how well it works. Simply give them an objection, t

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

Companies that provide selfless information through particip

en sit back, listen and observe.

You will know instantly if you're dealing with a real closer or someone who is just going to fill a chair. Happy hiring

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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Does it make sense to be employed by someone else during your entire career? Some say it does and there are many people who make quite a large salary and enjoy some super benefits indeed. But for others they want more in the way of challenge and they wish to call the shots and chart their own destiny even if when it is all said and done they make less money over all and end up working harder to do it.

And what they probably are not getting are the quality public relations results they deserve, and the best that public relations has to offer.

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