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Digg It - The Sales Training Series: How To Sell Solutions
Salespeople are commonly told to sell “solutions” and “value” rather than just product features. But when the time comes to present their pr
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
oducts, they fall back on generic scripts with no direct connection to any specific needs the customer has revealed. The customer winds up i
; 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
n a one-sided conversation, listening to the salesperson present too many low-priority capabilities.
What salespeople lack is a structure fo
What salespeople lack is a structure fo
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
presenting products in a way that ties features and benefits directly to the customer’s expressed needs.
Lack of structure in a presentatio
Lack of structure in a presentatio
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
n is a prescription for lack of perceived value.
There is such a structure—Action Selling’s TFBR method (for Tie-Back, Feature, Benefit, Rea
There is such a structure—Action Selling’s TFBR method (for Tie-Back, Feature, Benefit, Rea
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ction). It lets you create sales presentations that communicate a compelling reason to move forward by connecting product features to actual
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
needs the customer has already agreed upon. In other words, TFBR provides the answer to, “How do I sell solutions?”
Solution: To present yo
Solution: To present yo
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
ur product as a solution, tie a specific need the customer has expressed to a feature of your product. Tie-Back by restating the need, then
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
describe the corresponding Feature.
Value: Demonstrate the feature’s value to the customer by explaining its Benefit, again in terms of the
Value: Demonstrate the feature’s value to the customer by explaining its Benefit, again in terms of 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
ustomer’s expressed need.
Confirm: Cement together the solution and value by asking for the customer’s Reaction. This tells you if what you
Confirm: Cement together the solution and value by asking for the customer’s Reaction. This tells you if what you
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
have presented is, indeed, perceived as a valuable solution.
Here is an example:
Tie-Back: “You said you were dissatisfied with the unnatur
Here is an example:
Tie-Back: “You said you were dissatisfied with the unnatur
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
al light of your fiber-optic unit.”
Feature: “Our Model 2000 uses a color-correcting system that delivers perfectly white light.”
Benefit:
Feature: “Our Model 2000 uses a color-correcting system that delivers perfectly white light.”
Benefit:
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
This improves the visual sharpness and reduces eye strain and fatigue."
Reaction: “How would a sharper image help with your work?”
When you
Reaction: “How would a sharper image help with your work?”
When you
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
structure your presentation using the TFBR format for each product feature you discuss, you have a self-correcting method to ensure that wha
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
t you are presenting is a valuable solution that hits all the right targets.
In The Field:
The TFBR method becomes even more powerful when
In The Field:
The TFBR method becomes even more powerful when
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
alespeople get product training and marketing support designed to reinforce it. After introducing his sales team to the Action Selling proce
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
ss, Gerry Giorgio, regional manager with Vaughn Seed a Division of Sandoz Nutrition, decided to take product training and marketing to a high
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
er level.
“We trained our marketing staff in Action Selling sales training as well,” Giorgio said. “Now we have successfully integrated our
“We trained our marketing staff in Action Selling sales training as well,” Giorgio said. “Now we have successfully integrated our
.
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
ales skills training with product training—and marketing develops presentation pieces using the Action Selling TFBR procedure. You know it’s
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
working when customers go out of their way to comment on how thorough your salespeople are with their presentation of your product solution.
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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