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Are you a production oriented sales manager or a development oriented sales manager?

Production oriented sales managers tend to concentrate on doing whatever it takes to hit the numbers. Driven by

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

sales goals and benchmarks, they often get the results at the expense of developing their salespeople. Development oriented sales managers on the other hand tend to focus on the fundamentals and tea

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

Examples of combination products may in

hing their salespeople how to do the job, confident that the numbers will naturally follow.

Both types of sales managers can bring in the numbers, but managers who concentrate strictly on making th

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

eir sales goals will always have to work harder than those that are development focused. This is because they are not developing their sales people with the ability and sales skills to leverage them

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

elves.

Production focused sales managers are commonly overlooked for promotions because the production oriented sales manager ends up driving the sales in an organization and is reason enough for m

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

Combination pro

anagement to want to keep him or her in that job. On the other hand, someone who has carefully groomed a sales force to drive sales will, when promoted, leave behind salespeople who can continue to

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

it the numbers.

The real distinction between these two types of sales managers lies in coaching. The production oriented manager may be known as an "unconscious competent". This sales manager knows

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

what he or she is doing, but isn't teaching it, or can't teach it, to his or her salespeople.

Your job as a sales manager involves much more than just developing business and revenue for the compa

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

y, it also involves developing people. Good sales managers are teachers and coaches as well as sellers. That is why you should focus on developing the skills of your salespeople throughout the sales

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

process.

The following are a few key elements that should be included in every sales managers development process:

Emphasize specific skills such as prospecting, qualifying, strategizing, an

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

closing.

Teach by example. Plan a sales activity with a sales rep, and critique it immediately afterward. Assess its effectiveness, constructively critique each participant's role in the call

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

Following aspects would a

, and explain why a particular strategy was followed up or why a particular line of questioning took place.

Share your own experience. Talk about strategies that did or didn't work against a p

dd to the challenges in developing combination products:

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

rticular competitor, or discuss qualification techniques which have let you understand the prospect's political environmental.

Focus on fundamentals of selling, and let your people develop the

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

ir own style. Learn to separate personality from skills and activities, and asses each of those categories independently.

Ask your salespeople to develop a personal business plan that focuses

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

n non-financial objectives such as improving the way they make sales calls and presentations, building customer relationships, and increasing their product understanding. Take time to review them wi

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

th each rep, and then integrate those performance goals into the compensation plan so that they will be rewarded for meeting them.

Be specific and realistic when you set a time frame for impro

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

Professional from academic institutions, pharmaceutical industries, health care indust

ement. Check with your salespeople to make sure their plans are realistic.

Don't get caught up in having each person immediately make quota. Instead, concentrate on developing good sales skill

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

s and on participating in sales activities. If your salespeople continue to perform well in their sales activities, their performance will pay off over time. Eventually, they will make quota.

Takin

.

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

the time to coach and develop your salespeople will lead to large dividends in the future. You will be rewarded with a powerful sales force who can bring in the numbers, without your participation

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

Companies that provide selfless information through particip

as a "super closer". You will keep your team motivated, and you will see less turnover. In addition, you will be able to groom a successor so that you can move up in the ranks of management yourself

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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