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In every other business function (accounting, engineering, operations) there are documented processes, common cultures, and established vocabularies with terms that a

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

re clearly understood—everywhere except in sales.

It is a rare company that has a strong and distinct sales culture, complete with a common language for discussing,

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

Examples of combination products may in

onducting, and improving the sales process. The few companies that have built such sales cultures are easy to recognize—they’re a lot more successful.

Everyone who

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

akes contact with customers should understand your sales language.

It isn’t only salespeople who should be indoctrinated into your sales culture. Every time a custo

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

er contacts your company, that customer becomes more or less sold on your products. If your employees all know how your sales process works, they can be far more eff

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

Combination pro

ctive at influencing customers in your favor.

Here are some tips to help you begin building a common sales culture.

• Document the way your sales process works, and

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

identify the important milestones in the process. What are the major steps that lead to a sale? Everyone in the organization who comes into contact with customers s

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

hould know what the next logical step would be.

• Teach employees how to ask better questions—what Action Selling calls The Best Questions. This allows your people

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

o do a better job of building rapport and identifying how best to proceed with particular customers.

• Teach employees how and when to make Positive Company Statemen

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

s. Nobody should miss an opportunity to pass along good news about your company, whether it involves a new product, favorable financial performance, a joint venture,

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

or whatever the case may be.

• Within the sales force itself, a common language is especially important. For instance, terms unique to Action Selling (such as Commi

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

Following aspects would a

ment Objective, TFBR, and Universal Stall Breaker) allow a sales team to communicate clearly and precisely about how to improve performance in specific areas of the s

dd to the challenges in developing combination products:

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

les process.

Develop a strong sales culture, based on a common language and built upon a well-defined sales process. You will create a powerful orchestra, with all

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

he musicians playing from the same score for your customer audience.

In The Field:

When companies see the results of Action Selling on the performance of individual

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

sales teams, they often decide to use the system as a catalyst for building or improving their entire “sales culture.”

“Our goal in implementing Action Selling was

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

o develop a common selling language for our 300-unit franchise network,” says Terry Huber, director of training at Signs Now. “We wanted a solid sales standard that c

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

Professional from academic institutions, pharmaceutical industries, health care indust

uld drive sales productivity in the field.”

Now Action Selling Sales Training is delivering results across the whole network. Roger Watkins, owner of the Signs Now f

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

anchise in Bloomington, Ind., sums it up this way: “Before starting my franchise, I was a police officer. Gaining commitment as a police officer was relatively easy.

.

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

In sales, it’s a different challenge. Action Selling has given me the ammunition I needed. I’m now ahead of my aggressive goal of 26 percent sales growth.”

Simila

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

Companies that provide selfless information through particip

performance changes are sited by other franchises. “At Signs Now,” says Terry Huber, “we have adopted Action Selling as part of our culture with tremendous 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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One has to be fairly careful when advertising in trade journals because the costs can get prohibitive, yet if you are selling to the industry, the percentage of readers who might be interested is large. If you have a company, which is not selling to the industry but rather participating in it

Call center database software is used to integrate the information stored in the database, to provide easy accessibility to the call center agents and customers. The software helps in reducing the number of calls directed towards the call center, with the use of alternative channels enabled by the software.

In any negotiation, there are four different types of outcomes: win-lose, lose-lose, stalemate, and win-win. Your objective in a negotiation is to always have a win-win outcome.

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