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Quite simply the biggest challenge that any sales person must overcome is that of ‘rejection’. Rejection is the #1 thing that stops so many people from achieving the succe

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

ss they want, both in sales and in their life as a whole.

What happens with rejection is that it causes people to stop taking action, even if just for a short time. When

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

Examples of combination products may in

he person stops taking action then they are not making progress towards their goals and towards the success that they want.

This is something that I have seen in thousand

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

s of sales people, across the globe, whether it be people selling insurance or selling products in a retail situation. The general scenario goes something like this:

With

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

the first client of the day people put a lot of effort into trying to make the sale. They are often in one of their best states and do their best to give a good presentati

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

Combination pro

n and deal with any objections that arise from the customer. Then what often happens is that the customer decides not to buy and the sales person feels like they have been

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

rejected. Generally after this has happened 2-3 times, the sales person’s emotional state declines and because of that the quality of their presentation also starts go do

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

n hill very quickly. As all this happens the chances of a customer buying also goes down as the sales person is no longer presenting well or dealing with any objections th

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

t come up. The sales person gets into the belief that why should they make the effort as the chances are small that the person will buy and thus this becomes a self fulfil

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

ling prophecy.

By the 5-6th time of the customer saying ‘no’, the sales person begins to feel that today is not a good day for them and starts to consider today not a goo

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

day for selling. At this stage they either give up for the day or begin to look for distractions that they make more important than presenting and selling for the day.

W

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

Following aspects would a

ile the exact story and circumstances may change slightly, this is the pattern that almost all of unsuccessful sales people are playing over the world on a daily basis. Wh

dd to the challenges in developing combination products:

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

ile they keep this pattern, the majority of their success in sales is contingent on whether they have a good first few customers or not.

Successful sales people have mast

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

red this problem of rejection and are thus able to go the distance keeping a good state and being able to make good presentations even if they have been rejected five time

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

that day already. There are a number of ways that they do this including state management and disassociating out of the rejection.

Another good technique to get over thi

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

s is to reframe what the actual meaning of what is happening. Very briefly here I will tell you that many of the top sales people are addicted to sales, in the same way so

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

Professional from academic institutions, pharmaceutical industries, health care indust

eone is addicted to playing slot machines. They are always anticipating the jackpot that is just around the corner and thus they keep playing or in our case selling. What

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

as happened here is that they have actually conditioned a whole new meaning into the action of the customer, that most people would refer to as ‘rejection’. This is a fund

.

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

amental difference from the average sales person.

In my Persuasion Sales course I go in depth of ways that yo

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

Companies that provide selfless information through particip

can condition yourself and show people some of the conditioning that the worlds top sales people have and how to use it to increase your sales and your company’s success

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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