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There is nothing more important to your prospects than their prestige. They treasure it. They've worked hard to get it. In their opinion, it's who they are. And although they might never brag about it, they'll sharply pay attention when you let them see you appreciate it.

Because this desire for recognition is so strong, social psychologists have discovered in this sharp attention an ironclad persuasive law. When you use this law properly, you'll get more qualified

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

leads. And here is the added bonus. When you get more qualified leads using this persuasive law, you'll close these leads faster.

Let me explain how this persuasive law works.

Social psychologists like Robert Cialdini have observed that your prospects have a mechanical response to requests that use this type of persuasive laws. You'll get a mechanical response every time you request attention from your prospect, when giving due respect to their prestige. This resp

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

Examples of combination products may in

nse will trigger their intuitive appreciation for you, making you instantly more credible.

There is no big secret in the idea that compliments get you far with your prospect. But we must understand how powerful this “appreciation” response is and why we don't use this rule more often.

Paying attention to your prospect's prestige is simply about valuing your prospect's human nature. When you weigh their prestige honestly, you'll get more qualified leads.

And when

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

your prospect responds by liking you, they'll be making a small commitment to you. Getting this small commitment from you prospect opens the opportunity to persuade them that your product is what they need. Also because of this small commitment, your prospect will want to be consistent with their behavior, and will thus stay with you longer in your sales cycle. They will even initiate closing the sale faster than you expected.

Use This Persuasive Law in Way

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

that Gets You Results

Dan Kennedy, a leading copywriter, has seen this principle work in many ways. In his book, The Ultimate Sales Letter, he writes:

“I have a client who markets expensive (i.e., $5,000 and up) home-study courses on business and self-improvement. At various times, he has required prospective purchasers to listen to seven hours of introductory material and sign an official-looking affidavit attesting that they had done so before

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

Combination pro

they were permitted to buy. Another client, a trade school, requires prospective students to furnish letters of reference.”

Asking prospects for this type of work upfront works because it appeals to the prospect's desire to be recognized for their prestige. Your prospect is not just like everybody. They desire to be part of an elite or inner circle. They feel complemented by the fact that a company deemed them important enough to ask them to watch the videos before

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

talking to them.

Depending on the honesty of the letter and its presentation (if it’s worth their prestige) the prospects will watch the video and sign the affidavit. When they do that, they'll be making a commitment to you that'll be hard for them to break . . . they hate to be inconsistent with their behavior.

This persuasive law depends on you honestly appreciating your prospect's prestige. The reason this is hard to do is because we have a problem honoring othe

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

s in our egalitarian culture. But when you can see the value in your prospect's prestige, then you'll have no problem seeing how you can structure your lead generation around it.

If you can honor others above yourself, you'll have a definite competitive advantage because you'll be able to use this persuasive law honestly. Remember that chances are your prospect can see easily through deception, pretension and false flattery.

One Powerful Tactic To Double Y

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

ur Event's Effectiveness

Here is one tactic you can use. Remember the idea is to leverage your prospect's prestige by inviting them to join an inner circle or elite group:

Selectively invite prospects to a webinar or a special event. ensure the invitation comes from your CEO. The selection has to make sense and give the honest impression that you’re asking your prospect to join this group because they deserve it. For instance, if you invite

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

CEOs, make sure you invite only C-level persons of about the same size organization.

In an invitation worth their prestige, make sure you specify why you specifically selected them to attend.

Match the quality of the webinar or event to your prospect's high expectations.

Provide value to your prospects, even if it's not directly related to what you’re selling. For instance, you can invite a notable speaker to talk about th

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

big-picture software trends. Use every detail of the webinar or special event to reinforce the idea that you appreciate your prospect's prestige.

Make sure you know what your next step is regarding those you invite. If you prepare a persuasive plan beforehand, you can design a call of action before the webinar or special event ends.

I know webinars and special events are popular now. But using this tactic can pull a lot more of your pro

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

Following aspects would a

pects, shorten the sale cycle and close more sales.

For instance, a few years ago, Walker and Showcase Software teamed up with IBM to offer a webinar. They sent an unusually shaped and exclusive invitation to C-level prospects, followed by emails. The topic, the presenter and the technology of the webinar matched the exclusivity of the invitation. The result? Walker and Showcase pulled 75 to 80 attendees for this monthly event. Based on their past experience, they o

dd to the challenges in developing combination products:

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

ly expected 25.

Although it works every time when well done, I do not see it used often. Usually organizations fail to leverage the prestige of their prospects when presenting webinars or special events.

For instance, I once attended a special event that featured a presentation by Clayton Christensen, a distinguished Harvard professor. He was superb, and the organization delivered a very elegant and professional event that included an excellent lunch.

The event w

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

as well executed. But the organization invited all that were willing to pay a fee to attend the event. Although I left satisfied with a copy of Professor Christensen's latest book and a few good ideas, I didn't feel appreciated.

In spite of attaining some valuable information, I had no more commitment to anyone in the organization than before. They had wasted an opportunity to close more sales.

Four Principles That Gets You the Most From Your Webinar
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
>

For this tactic to provide you with more leads, make sure your invitees feel they're joining an inner circle or that you honestly appreciate their prestige. In order to get the most out of your webinars or special events, here are four principles you need to pay attention to.

Similarity. Invite those people who appear to be similar in standing, position and background. Additionally, make sure the host is also of similar stature, and the speaker is so
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
eone

the guests think is credible.

Rapport. Your host and those working the event have to be

attuned to the peculiarity and personality of the guests. Gain rapport by responding alike to behavior and interests of your guest. For instance, if you invite mostly A-type persons, make sure your host is an A-type person.

Compliments. Compliment your guests subtly. You can do this by paying attention to who you sit with, wh
ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust
t type of food you serve, how you introduce guests to other guests, whether you remember who they are and what their standing is and so on.

Common problem. Focus the presentation on a problem that is common to all attendees. Avoid dividing the invitees in any way. Stay away from any political remarks, and remember that there are people who feel strongly about certain software trends or other companies in the industry.

To finish, after
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
a successful webinar or special event, don't be hesitant to capitalize on the commitment attendees made to you. Their commitment might be subconscious to them, but it's real. They attended your webinar or special event, and they hopefully enjoyed it and felt appreciated. Believe me, they owe you something because they must to be consistent with these beliefs and emotions.

This is why they will most likely give you an opportunity to persuade them. When you have a pro
.

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
uct that does take care of their pain, they’ll close the sale sooner than you expect.

In Brief:

Pay attention to your prospect's prestige and get more qualified leads.

Your prospect will like you as an automatic response to your appreciation of their prestige—this is human nature.

When you can honor others above yourself, you can honestly appreciate your prospect's prestige.

When putting together special events or
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip
webinars, consider using this persuasive law.

Make sure your guests get a clear idea that they have been invited because of their unique standing and deserve being part of a special inner group.

Pay attention to the principles of similarity, rapport and compliments, and get everyone focused on a common problem.

You'll get more leads that cost a lot less to close. They will close themselves sooner than you expect.

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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Digg It - How to Get More Qualified Leads Leveraging Your Prospect's Prestige

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