Advice You - Business

Many of us in sales are taught to believe that the most important job of the salesperson is to 'find the need' of our prospects. If we can uncover 'needs' then ou

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 job is easy; we just need to show our prospect how our product or service fills that need. Right?

Well, the problem with that approach is that it only addresses

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

Examples of combination products may in

part of the pie. Think about it. What do you do when YOU need something? Let’s say you need to buy a new computer; do you sit around and wait, hoping that a co

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

mputer salesperson is going to call you? NO, of course not; you go out and you fulfill your need.

So, as a salesperson, if people really NEED your product or serv

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

ice they will pick up the phone and call you to place an order. If that’s the case, why aren’t you selling more??? Oh, you say, they’re buying from your competit

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

Combination pro

or. Or, you might tell me, 'Well, they just don’t KNOW that they need my product or service; my job is to 'find the need' and to 'build their pain.'

Let me give y

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

ou another way to think about this…suppose, just suppose for a moment, that instead of just focusing on 'needs' we broaden our thinking: as a salesperson you want t

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

find out about what people DO. Your job is to find out and understand what they’re doing now, how they’re doing it, who they’re doing it with, when they’re doing,

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

why they’re doing it that way, and then to help them do it better. Makes sense, right?

When you adopt the DO philosophy over the NEEDS philosophy, your thinking

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

and the questioning will become much broader. By asking 'do' based questions you get better information from your prospects, which in turn allow you to make a pro

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

posal that will make much more sense to the prospect. And the only reason people buy something is because it makes sense to them.

By asking 'do' based question y

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

Following aspects would a

ou are creating a conversation which engages your prospect. When performed at its best, selling is an extended conversation; it is not an interrogation by the sale

dd to the challenges in developing combination products:

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

sperson, and neither is it a 'product dump' where you aim to tell your prospect anything and everything you can about your services.

What are some examples of 'do'

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

based questions? Well, here are a few:

• 'What are you currently doing about _______?'

• 'I’m just curious, what made you decide to do it that way?'

• 'How did

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

you decide to do that?'

• 'What are you hoping to accomplish in the next quarter, year, three years…?'

• 'Tell me exactly what you do here?' Or, 'tell me what yo

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

ur key areas of responsibility are?'

• How was this decision made in the past?

• Will the decision process be the same this time around?

Take some time to make a

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

Professional from academic institutions, pharmaceutical industries, health care indust

list of questions that you can ask that are relevant to your business. Some of the questions may not seem to have a logical or direct tie to your product or servi

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

ce; that’s OK. In fact, that’s good! By focusing on what your prospects do and how they do it, you are opening up the whole dynamic of your sales call into a true

.

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

conversation; one that will help you better understand the goals, objectives, and needs of your prospect. By broadening your conversation in this way you are then

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

Companies that provide selfless information through particip

able to make the proposal or recommendation that will make sense to your prospect.

And, in the end, the only reason people buy something is because it makes sense

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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