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A few months ago I spent time training some telephone sales agents who were new to selling. They'd m

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

ainly been involved with handling incoming calls but now their company needed them to do some out b

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

Examples of combination products may in

und sales calls. I spent two days running a sales workshop for them and another three days coaching

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

them on the job.

The biggest challenge I had was trying to stop them selling. Or at least their id

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

a of what selling is all about.

Many people who are new to sales and also some experienced sales pe

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

Combination pro

ople want to keep talking about their product or service. They open the conversation with one or two

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

general questions which are often irrelevant to the customer and then launch into their sales spiel

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 then happens is that the customer thinks "Oh no, I'm being sold to" and immediately disengag

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

s the brain and stops listening. The sales person then has limited success as far as getting a sale

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

is concerned.

My job with these people was to try to get them to stop selling as they knew it. The

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

most important thing in any sales call is to find out what the customer's needs are. The customer w

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

Following aspects would a

on't readily tell you what his or her real needs are so the sales person needs to do some careful pr

dd to the challenges in developing combination products:

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

bing. Questions need to be asked that are relevant to the customer's needs and relevant to your pro

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

duct or service.

It is often useful to open an outbound sales call with the question "Mr Customer I

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

m not sure whether we can help you or not, however I would like to ask one or two questions which w

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

ill establish whether our product would meet your needs and benefit your business, is that OK?"

Thi

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

Professional from academic institutions, pharmaceutical industries, health care indust

statement is perfectly true because, you don't know if your product or service will benefit the cus

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

tomer until you ask him or her some questions about their business. It will also have the effect of

.

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

relaxing the customer if they feel they're not being sold to and that someone is interested and car

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

Companies that provide selfless information through particip

es about their situation. If the customer believes this then closing the sale becomes so much easier

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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A dissatisfied customer is a direct reflection on our performance and a blow to our egos. The common reaction of small business people to a consumer complaint is defensive posturing and/or avoidance. Ignoring a disgruntled customer can be much more damaging than small business owners realize.

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As a facilitator of a group meeting, you will encounter a variety of problems, one of which involves group dynamics and its effect on productivity.

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