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Digg It - Why Sales Training Fails
If you’ve ever wondered why your sales teams struggle to consistently achieve sales targets despite investment in sales training, developmen
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
t and management, you’re not alone.
Despite their best efforts most organisations are failing to achieve their full potential from sales tr
Despite their best efforts most organisations are failing to achieve their full potential from sales tr
; 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
ining due to four main reasons;
1. Most sales training has at best a short-term effect on performance because of a failure to consistently
1. Most sales training has at best a short-term effect on performance because of a failure to consistently
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
implement, apply and reinforce what is learnt.
2. Sales managers (often top sales achievers themselves) lack a proven methodology to be tru
2. Sales managers (often top sales achievers themselves) lack a proven methodology to be tru
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
y effective at getting top performance from their sales team.
3. Salespeople often find it difficult to maintain the correct balance betwee
3. Salespeople often find it difficult to maintain the correct balance betwee
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
prospecting, presenting, negotiating, closing and client nurturing which can lead to sales ‘feast and famine’ and lost opportunities.
4. S
4. S
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
ales leaders and managers find it hard to run sales meetings and sales training sessions that are relevant, motivational, and impactful for
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
oth highly experienced and inexperienced salespeople at the same time.
So how do sales leaders address these critical issues of skill and k
So how do sales leaders address these critical issues of skill and k
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
owledge if 'traditional' sales training approaches simply can't offer the level of flexibility and interaction needed to embed learning? The
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
answer lies in designing and providing a new generation of development toolkits which sales managers can use with their teams. These toolki
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
s can give the manager total flexibility to address the specific development needs of his or her team based on the situation at the time. In
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
addition, they should provide the opportunity for a high degree of team interaction as well as best practice learning materials which can be
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
delivered in a fun, energetic and bite sized fashion.
Global oil giant, Shell, amongst others, is at the forefront of using such systems t
Global oil giant, Shell, amongst others, is at the forefront of using such systems 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
empower their field sales managers using a new system called 'The Sales Activator®'. The creators of The Sales Activator® say it has been s
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
ecifically designed to address the critical shortcomings of 'traditional' sales training. It's a self contained system which gives the sales
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
manager the tools, framework and learning content to take charge of their sales team's development on an ongoing basis.
Commenting on Shel
Commenting on Shel
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
's experience of using The Sales Activator® to overcome the weaknesses of sales training, Elza Muller - Learning and Development Manager at
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
hell - says; "People learn without realising and get the added benefit of learning from additional input from delegates who have years of ex
.
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
perience. It can be done as and when there is a team meeting - no extra resource is required. The coaching role can be shared across teams,
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
ithin teams spreading the skill of coaching [and] the business manager is present dealing with the system and context issues around training
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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