Advice You - Business

I did a teleconference a few weeks ago with people who were new in sales and new to prospecting. The focus of the call was to help participants get beyond fea

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

r and understand their prospecting process.

One of the participants on the call told me that she had been given the telephone prospecting script that her tea

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

Examples of combination products may in

leader uses to set appointments. The team leader was a highly successful sales professional who had been in the business for many years and made quite a lot

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

f money. The participant, who had been in the business for approximately a week, told me that she was going to work with the script and “make it her own.”

“N

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

!” I cried out. “Don’t do that! Don’t make it your own!”

My reasoning? This participant was a beginner. She knew nothing about sales or prospecting. She had

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

Combination pro

script that was crafted by someone who was highly successful on the telephone. This particular participant did not know enough to make it her own. More than

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

ikely, in making the script her own she would eliminate all of the powerful, persuasive and motivating language used by the sales super star who had given her

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

the script.

Some words are better than others. Some words are stronger and more evocative than others. When you are on the phone with a prospect, you have ab

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

ut 10 seconds to grab and hold your prospect’s attention. If you do not do that within that first 10 seconds, your call is more than likely over. If you get 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

rough that first 10 seconds, that buys you another 10 seconds. If you get through that 10 seconds it buys you yet another… and so on… 10 seconds is not a lot

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

f time. To get through those 10-second increments, you want to use the most powerful words that you have at your disposal.

If you are a beginner it is entire

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

Following aspects would a

ly possible, indeed even likely, that you may not be comfortable with certain powerful words or phrases. They may be very unlike your usual way of speaking. E

dd to the challenges in developing combination products:

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

en if you’ve been in sales for a while you might be set in your ways, accustomed to a certain delivery, and changing that might feel uncomfortable.

I’ve met

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

any people who say they do not want to work with scripts because then they “cannot be themselves.” Remembering that your prospecting call happens in 10-second

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

increments, you want to be the very best self that you can be, every time. That requires preparation.

One of the things that I’ve always loved about being 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

s sales is that it is crystal clear. You always know exactly where you are. You are either scheduling appointments, or you’re not. You are either closing, or

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

Professional from academic institutions, pharmaceutical industries, health care indust

ou’re not.

If you are new to sales and a successful professional gives you their script—don’t change a word. That script will be your gold mine. If you’ve be

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

n in sales for a while and want to try out a new script, test it first. Your old script becomes your baseline. For example, make 30 prospecting calls using yo

.

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

r usual script and keep track of the number of appointments that you schedule. Then make 30 more prospecting calls using your new script exactly as written. K

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

Companies that provide selfless information through particip

ep track of the number of appointments that you schedule. At the end of those 60 calls you will know which script works better. That becomes your new baseline

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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