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Digg It - Connecting With Your Clients
Many service professionals tell me that they are uncomfortable with the idea of marketing -- like marketing is a bad word! For some, "marketing" brings up images of telemarketers, aggressive sales people, and feelings of resentment at being invaded. But marketing is really about connecting with your customers. In service busine
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
sses -- particularly ones where you are very personally involved with the client -- you must build up a rapport with your prospects before you can ever hope to turn them into clients. Here are seven basic principles to remember if you want to really connect with potential clients and turn them into loyal customers:
KNOW YOUR C
KNOW YOUR C
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
LIENTS
How can you sell to your clients -- much less help them -- if you don't know what their problems are? Marketing is all about SOLVING PROBLEMS -- whether your prospect wants to get a stain out of the rug or have 10,000 copies made by tomorrow or find a better way to manage paper. When you market your services, your job i
How can you sell to your clients -- much less help them -- if you don't know what their problems are? Marketing is all about SOLVING PROBLEMS -- whether your prospect wants to get a stain out of the rug or have 10,000 copies made by tomorrow or find a better way to manage paper. When you market your services, your job i
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
not to "con" people into buying something they don't need. It is to show them how you can solve a problem for them. You're not selling a service -- you're selling a solution.
So how can you possibly know what your prospective customers need? The easiest way is to put yourself in their shoes. Since my specialization is Profess
So how can you possibly know what your prospective customers need? The easiest way is to put yourself in their shoes. Since my specialization is Profess
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ional Organizing, I pretend that I am a disorganized client -- then ask myself why I would hire an organizer. Maybe it’s so I can create more free time to spend with friends and family. Or it might be because I need to reduce stress and feel better about yourself. Or I might just want to be more productive during the day. That
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
nswer tells me what I need to sell -- the solution to the problem.
DESCRIBE YOUR BUSINESS IN TERMS OF BENEFITS -- NOT FEATURES
One of the biggest mistakes we make as business owners is to tell prospects all about the terrific features of the services we offer. I might tell a client, "I can help you set up a paper management
DESCRIBE YOUR BUSINESS IN TERMS OF BENEFITS -- NOT FEATURES
One of the biggest mistakes we make as business owners is to tell prospects all about the terrific features of the services we offer. I might tell a client, "I can help you set up a paper management
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
system and clean out that closet and re-organize your daily schedule." So what? Clients don't care about any of that, because it seems vague and distant and not at all related to their situation. If you want to make an impact, tell your potential clients how their lives will improve by working with you. I’ll make a greater impr
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
ssion on my clients if I say, "Once we are finished organizing, you will get your daily chores done faster, have more time for yourself, and find yourself in a less-chaotic environment." Those are BENEFITS.
PAINT A PICTURE
I don't mean literally paint a picture -- but if you want to market yourself successfully, you need to b
PAINT A PICTURE
I don't mean literally paint a picture -- but if you want to market yourself successfully, you need to b
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ring out the artist inside. What's the best way to show clients how you can solve their problems? Paint a visual picture of what life will look like after you have helped them get organized. "Imagine what your home will look like once we have it organized -- a place for everything, the piles of clutter are gone, and you are abl
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
to relax and enjoy just being in your house." That's a lot more effective and convincing than, "I can help you get your house organized."
EMOTION SELLS
Think about the last time you made an important purchase -- what really made the final decision for you? Was it logic or emotion? If you said "logic," congratulations -- you
EMOTION SELLS
Think about the last time you made an important purchase -- what really made the final decision for you? Was it logic or emotion? If you said "logic," congratulations -- you
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
are in the minority! Emotion governs most of our behaviors and decisions -- including our purchases. Fear, joy, a sense of excitement, worry -- this is why we buy what we buy.
You might think that using a client's emotions to create a sale is manipulative. But you aren't creating a false emotion -- you are simply bringing exis
You might think that using a client's emotions to create a sale is manipulative. But you aren't creating a false emotion -- you are simply bringing exis
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
ting feelings to the surface and illustrating how you can either enhance or dissolve those emotions. Let's look at an example: you describe how much (in dollars or time or stress) that client’s current problem (a car that doesn’t run right or a slow computer or disorganization) are costing a potential client -- you have connect
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
d with that person's fear and stress. Then you describe how wonderful life will be once that problem is solved -- you've tapped into hope and joy. By moving your client from a negative to a positive, you have automatically attached value to your services.
FOCUS ON THE CLIENT
What's everyone's favorite word in the whole world?
FOCUS ON THE CLIENT
What's everyone's favorite word in the whole world?
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Our own names! Human beings love to focus on themselves -- it's a natural trait and nothing to be ashamed of. But, as a service provider, your goal is to learn to focus on your prospect's needs. Learn how to practice active listening -- listening in a way that lets your clients know you really "hear" them. Along the way, you
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
hould ask questions for clarification and occasionally rephrase what the client has said to make sure you've got it right -- "So what I hear you saying is that you are feeling really stressed because your computer always seems to conk out on you at a crucial moment." And whatever you do, hold off on offering advice until your c
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
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
lient has poured it all out. The quickest way to kill a sale is to jump in too quickly with the answers when you haven't heard all of the problems yet.
SHARE "WAR STORIES"
Sometimes, the best way to connect with a potential client is to let the person know that you've seen it before. Share a story of another customer you work
SHARE "WAR STORIES"
Sometimes, the best way to connect with a potential client is to let the person know that you've seen it before. Share a story of another customer you work
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
d with who suffered from similar concerns -- and how you helped that person to solve his or her problems. Your goal here is not to make yourself out to be the hero -- blowing your own horn too much will turn anyone off. You also want to be careful about trivializing your client's experience -- don't be glib ("Oh, that's no big
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
deal -- I've taken care of that problem before!") or dismissive. What you want to do is reassure your prospects that they are NOT ALONE. That others have been in the same situation and triumphed. Show your client that it can be done.
MARKETING IS SELLING YOURSELF
In any service profession, you are selling more than your servi
MARKETING IS SELLING YOURSELF
In any service profession, you are selling more than your servi
.
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
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
es -- you are selling yourself. You must convince the client that you are the proper person to help solve their concerns. That means being GENUINE -- not putting on a facade just to win the sale. Try too quickly to be a client's savior, and you will alienate a potential customer. You will earn your clients' trust quicker by sho
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
wing your true self than by being a "salesman."
Selling yourself also involves building credibility -- by following through on your promises, being punctual, respectful, professional, and compassionate. Certainly, showing off your many glowing testimonials will impress your clients -- but actions always speak louder than words
Selling yourself also involves building credibility -- by following through on your promises, being punctual, respectful, professional, and compassionate. Certainly, showing off your many glowing testimonials will impress your clients -- but actions always speak louder than words
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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