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Digg It - What do Decisionmakers Want & Need from Today's Salesperson - 9 Steps to 21st Century Sales Success
Rip van Winkle was a legendary American character, who 'fell asleep in the woods one day/spent 20 years of his life that way'.
Well, if Rip was actually a sales representative back in 1987 and awoke from his slumber this year, what would he find? A changed organisation except, probably
Well, if Rip was actually a sales representative back in 1987 and awoke from his slumber this year, what would he find? A changed organisation except, probably
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
, the sales department. OK, Rip is now a salesperson rather than a salesman and is given a laptop (which serves a purely decorative purpose).
Rip is coached by his manager (who is so pushed for time that she can only spend a couple of hours every 2-3 months with Rip) in features and be
Rip is coached by his manager (who is so pushed for time that she can only spend a couple of hours every 2-3 months with Rip) in features and be
; 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
efits, closed and open questions, objection handling and 365 different closing techniques.
Hopefully one day Rip will find one that actually works and can dispense with the other 364. Still Rip is lapping his training and coaching up. Armed with all of this information, Rip hits the ro
Hopefully one day Rip will find one that actually works and can dispense with the other 364. Still Rip is lapping his training and coaching up. Armed with all of this information, Rip hits the ro
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ad and makes his very first call. Too easy.
Except, in this call Rip has to face three decision makers - all with vastly differing needs and expectations. So what does Rip do? Simple, he follows the rote sales presentation formula!
Except, in this call Rip has to face three decision makers - all with vastly differing needs and expectations. So what does Rip do? Simple, he follows the rote sales presentation formula!
- A ten minute PowerPoint presentation relatin
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
to his company (in 47 countries, with 87,422 employees), his product range (458 products with 82 variations, on average, each - that's 37,556 different sizes, shapes, performances).
He details the support the prospects can expect if they buy Rip's products: 112 people in the
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
call centre, 28 support desk staff, a total e.commerce suite and the prospects will get their own on-line multi-ordering configuration backed by the latest technology. Whew! Hard to get across in 10 minutes
Then, a major presentation of the specific products the customer stat
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
ed they were interested in, when they rang the call centre. This presentation is supported by 12 brochures (all in full colour), another PowerPoint presentation which highlights product features and functions - great reinforcement for what is already written in those 12 brochures! Rip 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
so has some samples which he gives to each of the three decision makers.
I could go on ... and on. In the last 20 years, selling has not changed sufficiently to meet the needs of customers. Unless today's sales executive is adding value and bringing innovation to, and
I could go on ... and on. In the last 20 years, selling has not changed sufficiently to meet the needs of customers. Unless today's sales executive is adding value and bringing innovation to, and
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
gaining RESULTS for, their customers what do you need a sales team for? Hire a bunch of telephone 'vendors' who can sit at a console and process orders. Save a pile of money!
Most decision makers, no matter how long you/your people have been dealing with them, are thinking:
Most decision makers, no matter how long you/your people have been dealing with them, are 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
hat's in it for me? My Company?
What will I gain from doing business with you?
Will I save (money/time) by doing business with you?
What risks am I taking?
Will your solutions meet my needs? Solve my problems?
Here are n
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ne key points, designed to bring 'Rip van Winkles' in your sales team right up-to-date!
1. Understand and work within the Customer's Buying Processes, NOT your selling processes. It does not mean that you don't utilise sales skills; it means that you understand that cu
1. Understand and work within the Customer's Buying Processes, NOT your selling processes. It does not mean that you don't utilise sales skills; it means that you understand that cu
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
stomers buy for THEIR reasons and not the salesperson's.
Until salespeople understand this concept, they will remain as vendors in the eyes of the customer.
2. Break the Customer's Buying Process into:
Until salespeople understand this concept, they will remain as vendors in the eyes of the customer.
2. Break the Customer's Buying Process into:
- Personal values and beliefs
- Business values and principles.
<
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
li> For instance, the higher you progress up the organisation, decision makers are looking at ways to increase profits and gain market share - clear business values.
A number of people in line management rely more on personal relationships with the salesperson or on pleasing
A number of people in line management rely more on personal relationships with the salesperson or on pleasing
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
their manager by avoiding risk.
Let me give you an example:
I met with the CEO of a major organisation, publicly listed, who had utilised my services in the past. His administration manager was also present.
As we agreed a training, coaching and skills development strategy for his ma
Let me give you an example:
I met with the CEO of a major organisation, publicly listed, who had utilised my services in the past. His administration manager was also present.
As we agreed a training, coaching and skills development strategy for his ma
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
agers, sales and service teams - the admin manager inquired how much my fee would be. I gave some line ball figures and he said, 'Isn't that going to be rather expensive?' Before I could respond, the CEO said, 'I don't give a _ _ _ _ what he costs, he gets results!'
We completed our pl
We completed our pl
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
nning session quickly after that!
3. What is the one key buying motivation that dominates all others? Find it and you will get the sale. In my sales training programs, I work on six key motivations - called 'hot buttons'. You find these by asking questions. Simple!
4. Make an offer th
3. What is the one key buying motivation that dominates all others? Find it and you will get the sale. In my sales training programs, I work on six key motivations - called 'hot buttons'. You find these by asking questions. Simple!
4. Make an offer th
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
at matches product solutions and benefits to Needs/Hot Buttons. What? 'All my people do that', I hear you say. NO THEY DON'T - only about 10-15% of the top-echelon achievers do!
5. Ensure your people's presentation and demonstration skills are of the highest calibre. They should build
5. Ensure your people's presentation and demonstration skills are of the highest calibre. They should build
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ecision makers confidence in them and ensure VALUE outweighs price in the decision maker's mind.
6. Building relationships also means significantly reducing competitive relationships. Your people's character, professionalism, value they offer and skills must be honed to outperform and
6. Building relationships also means significantly reducing competitive relationships. Your people's character, professionalism, value they offer and skills must be honed to outperform and
.
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
outsell your competitors.
7. Your people should be adept at gaining long term commitment, not just at closing. Ensure they can do both.
8. Develop an account penetration plan - with your current customer; gain their recommendation to other decision makers within the organisation. Intr
7. Your people should be adept at gaining long term commitment, not just at closing. Ensure they can do both.
8. Develop an account penetration plan - with your current customer; gain their recommendation to other decision makers within the organisation. Intr
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
duce new products and services on a planned basis.
9. Deal with objections and concerns professionally. Objections often arise because your people have commenced a closing process too early, haven't determined needs or the decision maker simply doesn't trust them. Seek WIN/WIN outcomes
9. Deal with objections and concerns professionally. Objections often arise because your people have commenced a closing process too early, haven't determined needs or the decision maker simply doesn't trust them. Seek WIN/WIN outcomes
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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