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Digg It - Client Resistance Is A Gift
Client resistance is one of the most difficult aspects of selling for sales people and their managers, but learning new skills to handle it can lead to big payoffs in building lost-lasting and rewarding relat
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
ionships. Resistance is sometimes not obvious and can appear in many subtle and not-so-subtle forms. Here are a few:
The client:
Says, “Your price is too high.” Gives you way too much detail, or grunts on
The client:
Says, “Your price is too high.” Gives you way too much detail, or grunts on
; 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
e-word answers.
Delays making a decision.
Gives you a smokescreen reason for not talking to you. The best I’ve heard recently is: “We’ve got lots of suppliers right now, and I don’t want any more trucks c
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
logging up our receiving bay.”
Resistance doesn’t always happen, but when it does, it is puzzling and frustrating for reps. Many of us end up thinking the client is just stubborn and irrational, and we can
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
only cope by presenting information and justifying recommendations more loudly and more forcibly.
The key to understanding the nature of resistance is to realize that it is not a logical or rational reflecti
The key to understanding the nature of resistance is to realize that it is not a logical or rational reflecti
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
on of the conversation you are having with the client. It is an emotional reaction inside the client against either the process of being helped or against the need to face up to tough organizational or person
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
al challenges.
Resistance is so difficult to deal with because it can make us feel attacked, backed into a corner and helpless as to how to respond. It is lethal because the client is indirectly expressing a
Resistance is so difficult to deal with because it can make us feel attacked, backed into a corner and helpless as to how to respond. It is lethal because the client is indirectly expressing a
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
concern or discomfort. And it is very difficult for you to figure out what is going on when someone responds with an indirect, coded message.
Indirect expression: “Let me think about it and get back to you.
Indirect expression: “Let me think about it and get back to you.
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
”
Direct expression: “I feel that I am ill equipped to handle this particular situation.”
How to Effectively Respond To Resistance The way out of resistance is to help clients express, directly in words,
Direct expression: “I feel that I am ill equipped to handle this particular situation.”
How to Effectively Respond To Resistance The way out of resistance is to help clients express, directly in words,
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
their negative feelings. When clients are direct, you will feel much more supportive of their struggles. Here’s an easy and powerful model to help your discussion become more authentic.
Step One: Name the Re
Step One: Name the Re
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
sistance
When you become aware a client is being resistant, first name it , using neutral, everyday language. The skill is to describe the resistance in a way that encourages the client to make a more direct
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
statement of the reservation he or she is feeling. Here are some examples:
When the client floods you with detail, say "You are giving me more detail than I need. How would you describe it in a short state
When the client floods you with detail, say "You are giving me more detail than I need. How would you describe it in a short state
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
ment?"
When the client gives you one-word answers, say, "You are giving me very short answers. Could you say more?"
When the client changes the subject, say, "The subject keeps shifting. Could we stay foc
When the client gives you one-word answers, say, "You are giving me very short answers. Could you say more?"
When the client changes the subject, say, "The subject keeps shifting. Could we stay foc
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
used on one area at a time?"
When you are met with silence, say, "You are very quiet. I don’t know how to read your silence."
When the client attacks , say, "You are really questioning a lot of what I do.
When you are met with silence, say, "You are very quiet. I don’t know how to read your silence."
When the client attacks , say, "You are really questioning a lot of what I do.
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
You seem angry about something."
Step Two: Ask “What is your concern?” This question will help the client tell you directly what is on his or her mind.
Step Three: Be quiet Give the client space to respon
Step Two: Ask “What is your concern?” This question will help the client tell you directly what is on his or her mind.
Step Three: Be quiet Give the client space to respon
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
d.
After naming the resistance, it is tempting for a salesperson to keep talking to reduce the tension of confronting the client. Live with the discomfort and remain silent. This space gives the client a cha
After naming the resistance, it is tempting for a salesperson to keep talking to reduce the tension of confronting the client. Live with the discomfort and remain silent. This space gives the client a cha
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
nce to respond.
Step Four: Don’t take the resistance personally Remember that your client’s behaviour is not a reflection on you, and you don’t have to spend time analyzing what you did wrong.
If you must
Step Four: Don’t take the resistance personally Remember that your client’s behaviour is not a reflection on you, and you don’t have to spend time analyzing what you did wrong.
If you must
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
take the client’s reaction personally, the rule is to do it after 6 p.m. on your own time. Spend the whole night at it and involve your friends. But don’t take resistance personally when you are with the cli
.
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
ent. Be curious, not defensive about their responses, as in, “I notice you disagree with all my suggestions. What’s your concern?”
When you deny client resistance, his or her behaviour can escalate and turn
When you deny client resistance, his or her behaviour can escalate and turn
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
up in a nastier form later in your dealings. Finding the courage to notice and name client resistance will create a positive environment where your clients learn to trust you and want to keep buying from you.
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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