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Improvise- Adapt- Overcome

This famous United States Marine Corps slogan reminds me of the technique many sales people use to make their sales calls. I

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

n the Sales Skills training module offered at P2S, we have found that most sales people do not pre-call plan. All too often, salespeople fail in this ve

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

Examples of combination products may in

y important step in the selling process. Pre-call planning will insure you are prepared to “make the sale.” The Partnering To Success process helps sal

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

es people become more effective by focusing on improving one particular element of their selling process, like pre-call planning, to increase sales. The

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

they can Partner and sell like a Marine!

IMPROVISE

The American Heritage Dictionary defines improvise as “to make or provide from available materials

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

Combination pro

, or perform with little or no preparation”. Many sales people go into the call with minimal preparation. They generally know what they want to accompli

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

h but have no clearly defined plan of how to get there. The more complete and comprehensive the pre-call plan, the less improvisation needs to take plac

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

e. True sales professionals can improvise with the best, but they don't do it very often because they follow their plan.

ADAPT

To adapt means “to adju

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

t or conform; to make suitable to or fit for a specific use or situation”. It is widely known that effective sales people only need to offer 3 or 4 feat

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

ures and benefits to satisfy the customer’s needs. The trick, however, is to hit on the “relevant” F&B’s. In your pre-call planning, you will predict w

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

ich product or service features will most likely motivate the customer to make a purchase. However, as the customer answers your professional probing qu

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

Following aspects would a

stions, new needs are uncovered and the sales person must adapt. As their needs are revealed, the relevancy of the F&B’s may change. Clearly understandi

dd to the challenges in developing combination products:

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

ng the needs of your customer will help you adapt the portfolio of products and services of your company, into unique, satisfying solutions.

OVERCOME

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

he meaning of overcome is very simple. It simply means to prevail over or conquer. Sales professionals need to overcome every customer concern in the sa

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

les process. All too often, sales people answer the first “no” then go for the “close”. For many salespeople, if the customer makes any purchase the sa

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

es call is done. Being approachable and overcoming customer objections by correcting any misunderstandings, questions, or concerns will lead to greater

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

Professional from academic institutions, pharmaceutical industries, health care indust

customer satisfaction. However, if the customer is not totally satisfied, they will never grow into the loyal, dedicated customer we all need and want.

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

vercoming EVERY customer concern is the “mission” for all quality salespeople.

Effective sales people improvise very little. They do however; adapt 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

ir style and features and benefits to fit each specific customer. By anticipating and asking questions, they overcome all customer concerns. Assist a fe

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

Companies that provide selfless information through particip

low sales person to pre-call plan more and improvise less, adapt to the customer needs, and overcome all customer concerns through Partnering To Success

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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