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Lots of businesses insist that novice salespeople cut their teeth by cold calling.

Their jobs are to prospect, qualify buyer

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

s and to set appointments that the more experienced “pro’s” go out and see.

Presuming the initiates pass muster, they’ll gra

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

Examples of combination products may in

duate to the ranks of regular sellers and it will then be their opportunity to run the leads others set for them.

You see 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.

s pattern in financial services, real estate, and insurance, to name just a few industries.

There are five reasons I believe

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

EVERYONE should cold call, at least occasionally, and this includes SALES MANAGERS.

(1) Cold calls build confidence. Nothin

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

Combination pro

is the mother’s milk of selling, like self-confidence and swagger. Winners exude it, and by making successful cold calls, yo

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

u’ll earn this money-making aura.

(2) Cold calls build sales. Cold calls, properly deployed, build NEW BUSINESS. Nearly anyo

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

ne can up-sell or cross-sell an existing account, though too few do. But the real dough is in adding new clients to the books

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

whose upside potential is great.

(3) Cold calls build independence. Assemble a decent list, get on the phone, and you’re ha

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

lf home. You don’t have to depend on direct mail, space advertising, trade shows, or gosh forbid, the iffiest leads that come

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

from articles and publicity.

(4) Cold calls build character. You’re in the ring, exchanging and absorbing hits. Sometimes yo

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

Following aspects would a

u reel on the ropes, but you force yourself to come out for the next round. I’ve often maintained that the best cold callers

dd to the challenges in developing combination products:

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

have absolutely no problem getting dates, mates, jobs, and nearly anything else they want, because they’re unafraid to ask!

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

5) Cold calls build futurity. With fresh accounts, you’re at the very beginning of their expected “life cycle,” not in the mi

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

ddle or end, and therefore, they’re worth more than your current book of business. They answer the question that keeps conven

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

ional marketers up at night: “Where will tomorrow’s customers come from?”

Finally, and you can make this number six if you w

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

Professional from academic institutions, pharmaceutical industries, health care indust

ish, but I believe it is even more important than the previous five points:

COLD CALLING FIGHTS COMPLACENCY.

Experienced sa

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

lespeople are their own enemies. Most retire on active duty, seeing only those buyers that are “lay-downs” or “walk-ins,” the

.

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

ones that are pre-sold or so docile that it’s like shooting fish in a barrel.

That won’t work in cold calling.

The best rew

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

Companies that provide selfless information through particip

ard is that you’ll stay at the top of your game, close additional business, and not lose deals to more aggressive competitors

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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