Advice You - Business

Your customer’s objections are signs that they are interested in buying! If they weren’t interested, they would simply ask for a brochure or walk away. You must learn the meaning behind

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

your customers’ objections in order to respond appropriately and turn each objection into a personalized sale!

As a salesperson, your initial response to an objection usually sounds pro

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

Examples of combination products may in

grammed or defensive. You may go into a spiel about your product or list statistics to prove that your company and product is better than the competition.

Stop! This isn’t about you an

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

this isn’t about the competition: it’s about your customer. To make the sale, you must focus on the customer. Learn how to address their specific needs and questions by getting to the

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

root of their objection.

Objection: Price

“Is that the best price you can offer?”

Your customer might as well say, “Your price is too high,” right? Not necessarily.

A question regard

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

Combination pro

ng pricing is often about more than just the price of the product. The customer may just be testing the waters to see if this is a haggling situation, or making sure that they are gettin

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

g the best deal (not necessarily the lowest price).

Immediately offering to lower the price actually makes them reconsider their purchase. They may wonder what your product is really wo

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

th and question why you are charging more than the true value of your product. As strange as it seems, sticking to the original price will probably give you a better chance at getting th

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

e sale. Show them that the price of your product matches its true value.

But don’t just leave it at that! If the customer wants to ensure that buying your product is the best deal, do

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

verything you can to assure them that it is without touching your price.

Objection: Product Features

“Is that widget made with small rollers?”

Questions about product features are tric

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

ky and require great care. Your customer may have heard of a different feature on a competitor’s model that seemed more appropriate for their use, or they could just be curious about the

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

Following aspects would a

feature of your product.

DON’T assume that you know why the customer asked the question. You’ll talk yourself right out of the sale by continuously blabbing about something they aren’t

dd to the challenges in developing combination products:

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

interested in and showing them what a bad listener you are.

So, before you go into a long speech about roller size and why it is or isn’t important in the operation and enjoyment of the

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

widget… blah, blah, blah… try keeping your answer short and sweet. A simple, “yes” is more effective because it allows the customer to further explain their question.

Your response will

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

show them that you are upfront and willing to answer all of their questions. They will feel comfortable talking with you and, later, buying from you.

Objection: Unrelated Factor

“I rea

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

lly need to check with my spouse before making a decision.”

I know that I would NEVER make a thousand dollar purchase before getting the go-ahead from my wife. And I would distrust anyo

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

Professional from academic institutions, pharmaceutical industries, health care indust

e who tried to make me. Wouldn’t YOU?

Customers have other factors in their lives that can throw the brakes on making a decision to buy. This type of objection has NOTHING to do with y

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

ou. When you apply pressure, the customer is less likely to trust you and your business.

If the objection is outside of your realm of influence, focus on making a friend at all costs.

.

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 will guarantee that when they are ready to buy, they will buy from YOU.

All objections are different because all customers are different. Short, pointed, and positive responses prom

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

Companies that provide selfless information through particip

pt your customer to keep asking questions, revealing exactly what they want to know. Listening to your customer’s specific needs is the personal approach that is sure to get you the sale

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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