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Digg It - Four More Hypnotic Selling Techniques
And and But
Vicky Pollard is making the word “but” celebrated in comedy circles. Yeah, but, no, but yeah, but no….
Surprisingly the word but has enormous powers as it draws your attention. Unfortunately we use the word “but” to draw someone’s attention to a negative.
“The product will
Vicky Pollard is making the word “but” celebrated in comedy circles. Yeah, but, no, but yeah, but no….
Surprisingly the word but has enormous powers as it draws your attention. Unfortunately we use the word “but” to draw someone’s attention to a negative.
“The product will
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
work here but the feature set isn’t quite appropriate.”
“The benefits are numerous but my fee is ?x”
The trick is to replace the word “but” with “and” to minimise the impact, or turn the sentence around so the word “but” illustrates the positive. For example:
“The feature set isn’t quit
The trick is to replace the word “but” with “and” to minimise the impact, or turn the sentence around so the word “but” illustrates the positive. For example:
“The feature set isn’t quit
; 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
appropriate but the product will work here.”
“The benefits are numerous and my fee is ?x”
Simple but extremely effective…beware of the word “but”
Because
Let's look at the power of 'because'. This is something that's important to understand because when you do, many things will become
Simple but extremely effective…beware of the word “but”
Because
Let's look at the power of 'because'. This is something that's important to understand because when you do, many things will become
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
clear about why you and other people do what you do.
Research done by Langer, Blank and Chanowitz in 1978 produced some very surprising results. They were testing the theory that if we ask someone to do something, we will be more successful if we supply a reason. Which is true. However, al
Research done by Langer, Blank and Chanowitz in 1978 produced some very surprising results. They were testing the theory that if we ask someone to do something, we will be more successful if we supply a reason. Which is true. However, al
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ng the way they discovered something even more powerful.
They persuaded 94% of people to allow them to cut into a queue at a photocopier by saying “Excuse me, I have five pages. May I use the Copy machine because I'm in a rush?”. When they made the request only, “Excuse me, I have five pag
They persuaded 94% of people to allow them to cut into a queue at a photocopier by saying “Excuse me, I have five pages. May I use the Copy machine because I'm in a rush?”. When they made the request only, “Excuse me, I have five pag
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
es. May I use the Copy machine?” the rate went down to 60%. At first they thought that the difference was down to giving people a good reason, that they were in a rush. Not so.
They continued the experiment by now asking “Excuse me, I have five pages. May I use the Xerox machine because I
They continued the experiment by now asking “Excuse me, I have five pages. May I use the Xerox machine because I
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
ave to make some copies?” 93% complied, even though there was no real reason stated! No rush, no emergency, just the word because.
But “why” I hear you all asking. My daughter Bethan is going through the “why” stage where every other word she uses is why. After a while we as parents, loo
But “why” I hear you all asking. My daughter Bethan is going through the “why” stage where every other word she uses is why. After a while we as parents, loo
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
k to an easy answer and quickly get into the habit of using “because”.
So how can we use this in selling? Simply use the word “because” whenever you ask them to do something.
“Mr Smith, would you allow me to ask you a few questions about your current situation because I would like to fin
So how can we use this in selling? Simply use the word “because” whenever you ask them to do something.
“Mr Smith, would you allow me to ask you a few questions about your current situation because I would like to fin
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
out which of our products would be most suitable for you.”
Physical Anchoring
Anchoring is a term used to relate something to something else. Our world is full of anchors or reminders. The smell of fresh cut grass, the sound of church bells ringing, the voice of a loved one. These thi
Physical Anchoring
Anchoring is a term used to relate something to something else. Our world is full of anchors or reminders. The smell of fresh cut grass, the sound of church bells ringing, the voice of a loved one. These thi
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
ngs trigger a memory and that memory floods back into our minds and we can enjoy those same wonderful feelings we had before.
You can use anchoring in selling by establishing a physical movement or sound for a particular instance and then re-ignite the moment later to allow the customer to
You can use anchoring in selling by establishing a physical movement or sound for a particular instance and then re-ignite the moment later to allow the customer to
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
re-visit the feeling or thought they had. I’d better give you some examples.
You start the meeting and during your “signposting” you assure the customer that they don’t need to worry about making hasty decisions but you will ask them at the end of the meeting whether they want to go ahead
You start the meeting and during your “signposting” you assure the customer that they don’t need to worry about making hasty decisions but you will ask them at the end of the meeting whether they want to go ahead
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
or not. You say “on one hand you could say yes (holding up your right hand) or on the other hand you could say no (holding up your left hand). Warm up the anchor a few times by holding up your right hand everytime you say yes during the conversation. That way they get used to the gestur
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
which now means “yes”. So when you ask them at the end of the conversation whether they would like to go ahead you raise…guess which hand?
One I like to use is the pointing figure. Not pointing right at your customer because that’s rude but pointing slightly in the air. I use it with t
One I like to use is the pointing figure. Not pointing right at your customer because that’s rude but pointing slightly in the air. I use it with t
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
he phrase “do you get my point”. So when I’ve explained something to my customer I ask them do you get my point and raise my finger (this is my pointing finger by the way – but you knew that didn’t you?). Later in the meeting when I’ve explained a particularly good benefit I just raise my
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
finger in the same way and nodding to the customer and yes…they get my point. It’s fun.
Tonality is important here too. Lowering your tonality indicates an instruction or a command, so you can lower your tone when making a request or suggestion. This works well with embedded suggestions.
Tonality is important here too. Lowering your tonality indicates an instruction or a command, so you can lower your tone when making a request or suggestion. This works well with embedded suggestions.
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
Stories
These are, without doubt, the most powerful way of moving the sales process along, with the customer firmly behind you all the way. Telling stories that’re linked to the sales message are brilliant because they are remembered. They are full of sensory data – images, sounds, fee
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
ings and simply carry the customer with you.
Your stories don’t have to be long – the best ones are short and to the point. But they do need a connection or link to a point you want to make. A good story will engage the customer and you’ll be amazed by the attention they’ll give you. Sto
Your stories don’t have to be long – the best ones are short and to the point. But they do need a connection or link to a point you want to make. A good story will engage the customer and you’ll be amazed by the attention they’ll give you. Sto
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ries about previous customers work well when describing benefits of your product or service. Describe how the customer used your product to overcome a problem, for example. Illustrate a time when you used the product to help you liberally sprinkling within your story the various benefits
.
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
f your product. Put a plot into the story, a journey maybe…possibly a twist in the tale and you’ll have your customer glued to the spot savouring each and every word you utter.
Practise your stories so they trickle off your tongue and feel like poetry. Summary
So there we have 4 more “u
Practise your stories so they trickle off your tongue and feel like poetry. Summary
So there we have 4 more “u
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
nder the radar” tips which you can use when selling your product or service. Try one or maybe two next time. Feel the reaction and try some more after that. But like anything in life, and indeed it is one of life’s truisms…you have to try…so I wish you all the best in your future selling
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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