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Lets say I want to buy a nail from you, will you ask me why? Or, will you take my order and sell me what I think I need? Will you give me a demonst

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

ration on why your nails are superior to the competition? Or, will you ask me questions on how I will use the nails?

One reason people fail in sal

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

Examples of combination products may in

s is a strong belief they must sell their product or service to everyone. I met someone who held this strong belief this weekend when he said “e

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

veryone is a potential customer”. This wasn’t the first time I’ve heard this. I worked in an industry where this belief was part of its culture

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

The sales strategy was to focus on presenting features and benefits.

During this era I spent countless hours learning how to demonstrate copier a

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

Combination pro

nd fax systems, including memorizing sales scripts for each product. We held contests to test our presentation skills and our knowledge of the prod

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

cts and services we sold. This worked well and we sold plenty of equipment. The difference then, was that it was an emerging product line when ever

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

yone was a potential customer. This sales strategy doesn’t work well in mature markets.

How a Little Product Knowledge Can be Dangerous

I

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

we sold nails to customers, we should learn everything there is to know about nails. Perhaps we would review product specifications and test our k

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

nowledge so we know all the inside information on nails. We might have sales demonstration contests that teach us how to present the superior benef

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

ts and features of our nails and why they are better than the competition. These sales exercises and the focus on our product might be a hazard for

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

Following aspects would a

some salespeople. This is particularly true if sales training focused only on the product and not the questions to ask.

Focus on the Reason an

dd to the challenges in developing combination products:

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

Application

Having strong product knowledge is important. However, product knowledge is not as important as learning the questions to ask. A

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

sales person should learn the reasons for using the product too. A good sales person will learn the benefits and problems the product will resolve

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

o they can use this information in questioning prospects about the application.

Remember the story about selling me a nail? If you asked why I nee

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

ded a nail, you might learn that I want to hang a very special, heavy picture that weighs about twenty pounds. You might learn that the picture is

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

Professional from academic institutions, pharmaceutical industries, health care indust

valuable family keepsake worth more to me than any object in my home. With that in mind, you would realize that a nail won’t do the job. Your ques

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

tions allow you to understand my purpose and goal. My wanting to hang a personal and priceless heavy object would change your recommendation becaus

.

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

a nail won’t do the job.

It is important to learn the reasons why a prospect or a customer will need our products or services. When we understand

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

Companies that provide selfless information through particip

what the reasons, goals and purposes are, we will know how to solve our customer’s needs. Questions accomplish this task better than presentations

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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Assuming you are on the lookout for new employment, there are countless resources available for you either online or offline to find a suitable career and various job information. At times it can seems like a lot of work searching and weeding out all the different avenues to find the exact job information that you're looking for. But rest assured that plenty of resources are at your disposal either online or within you own local community to help.

In my sort of business testimonials and referrals are the oxygen that powers the business growth. I try never to miss an opportunity to ask a Client, or a delegate, for a testimonial and similarly I always try to obtain three referrals from every Client I have. But why should that apply only to my sort of business?

Which would you rather have working for you? 1) Your best salesperson talking to a prospect, or 2) Your best salesperson talking to a prospect just after the prospect conveniently had a minute to flip through a 3 ring binder full of letters from your clients saying that you hung the moon.

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