Advice You - Business

We have identified Six Critical Skills™ as fundamental to sales excellence. The Six Critical Skills are Presence, Relating, Questioning, Listening, Posit

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

ioning, and Checking. How well salespeople execute these fundamental skills is one of the major differentiations among the good, very good, and superb sa

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

Examples of combination products may in

espeople.

If asked which is the most important, many salespeople would say listening or questioning. Of course, these skills are critical, as are all 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.

the Six Critical Skills.

Nevertheless, the one skill that I see the superb salespeople excel in is positioning. In light of my book title, Stop Telling

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

Start Selling, this may seem odd because positioning is the "telling" skill. But it is really a contradiction because positioning (vs. telling) is the e

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

Combination pro

nd product of questioning and listening. Positioning is not possible without questioning, listening, and preparation.

When you position something, you c

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

stomize how you describe it to incorporate your client's needs. Your words shape the perception of the value you bring and help what you say resonate wit

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

h the client. Positioning makes you more persuasive. Positioning is your verbal software and it is the opposite of generic.

Some people intuitively posi

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

ion. For example, when Donald Trump was asked by Matt Lauer on the Today Show if he were surprised that the first episode of his show The Apprentice attr

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

acted 20 million viewers, Mr. Trump wasn't satisfied with Matt Lauer's complimentary questions. He instinctively, without missing a beat, said how great

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

t was to be the #1 show, and then added on that there were 20 million viewers. Positioning is not about exaggeration or any type of misrepresentation, bu

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

Following aspects would a

about taking the opportunity to accentuate and leverage the positives in language that is clear and persuasive to the audience.

Once you understand you

dd to the challenges in developing combination products:

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

r client's objectives and needs, rather than tell, position:

- Acknowledge the client's needs. Begin with the client's needs, not "Our product/service …

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

- Shape the recommendation by adding structure. To ensure you (client need), "there are two (or three or four…) key ways … "

- Use tailored benefits,

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

not just features.

- Use your client's language.

- Be concise and clear.

- Ask for feedback by checking. "How does that sound?"

By tailoring your mes

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

age, you will be more persuasive. Torque up your listening, ask more questions, and take notes. Incorporate your customer's words, needs, and perspecti

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

Professional from academic institutions, pharmaceutical industries, health care indust

ve into what you say.

The best of the best salespeople do this all the time while they are positioning their organization, role, purpose, or preparati

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

n, to the questions they ask, to their solution (so it really is a solution and not a product pitch) throughout to the close.

Positioning is a skill eve

.

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

ry salesperson can master. Many people feel working on the Six Critical Skills is too basic. But, in fact, it is in flawless execution of the basics that

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

Companies that provide selfless information through particip

makes for excellence. Positioning is the art of selling. It is the finesse. The rule of thumb is a salesperson should position everything he or she says

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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In many organizations when radical change is necessary to fight stagnation and apathy, managers deliberately introduce conflict to raise the intensity of a group. New ideas and concepts can come from this intense level of activity. But, arguably, these ideas can just as easily come from cohesive group activity that is orchestrated by responsible managers.

Tall men are a small market - and tall and thin is even smaller than the well-known association between 'big' and 'tall'. Mainstream high street retailers just aren’t interested in us. Their overheads are high, and they believe there just isn’t enough volume in the market for them. As the Internet has evolved and more and more people are happy to shop for clothing online, I no longer had to take on the same problems faced by the volume retailers. The higher costs associated with developing and manufacturing ranges for a relatively small marketplace can be offset against the lower costs of operating online.

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