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Most salespeople think of “stalls” and “objections” as synonyms. Wrong. Stalls and objections are both things you may hear after you have asked for commitm

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

ent, but an objection is a specific reason not to buy. In a stall—“I need to think about it”—the customer offers no particular reason for hesitating.

Almos

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

Examples of combination products may in

all salespeople buy in to the stall. Very few ever get the deal once they do.

What the stalling customer is really saying is this: “I’m not quite sold yet

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

Sell me some more.” Well then, by all means, do some more selling. But do it right. Here’s how:

Never challenge a stall. Since the customer offered no

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

pecific reason for hesitating, don’t force him to come up with one by saying something like, “What is it that you need to think about?” Challenging stalls c

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

Combination pro

reates conflict, not sales.

Don’t try to manipulate the customer. If you’ve learned any manipulative sales techniques, forget them. They do more harm than

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

good. The old “feel, felt, found” method rarely worked even in its heyday, and it certainly doesn’t work today.

Identify a Universal Stall Breaker. The US

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

is a capability of your product or your company that minimizes the risk to the customer who buys. Every company has one. Yours might be a money-back guaran

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

ee, a no-hassle return policy, a try-and-buy arrangement, extended terms, or an unusually comprehensive warranty. Whatever this capability is, do not presen

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

t it to the customer up front. Hold the USB in reserve, in case you hear a stall when you ask for commitment.

When you do hear a stall, follow this procedu

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

e:

Say, “I understand.”

Restate the product features the customer liked before the stall arose.

Present the USB.

Ask for commitment again.

It works like

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

Following aspects would a

this: “I understand. You like ____, _____, and ____ about our product. With our _____ policy (the USB), you can try it with no risk at all. How does that s

dd to the challenges in developing combination products:

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

und? (Customer responds.) Would you like to go ahead with it then?”

Far too many salespeople fail to ask for commitment even once in a sales call. With t

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

his stall-breaking method, you are asking twice. And you have followed the customer’s lead by doing exactly what the stall really asked you to do: “Sell me

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

ome more.”

Believe it, you will make more sales!

In The Field:

Equity Residential is the largest apartment leasing company in the United States. In a tou

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

h economic climate, Equity decided to invest in developing the selling skills of its leasing consultants. Needless to say, these consultants often hear stal

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

Professional from academic institutions, pharmaceutical industries, health care indust

s such as, “Let me think about it and I’ll get back to you.”

Equity has a Service Promise Guarantee that minimizes the risk for customers who choose to rent

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

. “But prior to the Action Selling sales training program, we presented our Service Promise Guarantee as just another feature,” said Jonakan O’Steen, direct

.

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

r of education and leadership development. With their eyes opened to a new way of looking at stalls, Equity’s consultants quickly identified the guarantee a

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

Companies that provide selfless information through particip

their Universal Stall Breaker. That is now how they use it.

“It’s easy to get stalled when working with rentals,” O’Steen said. Or, rather, it used to be

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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Are you happy with your work? Would you like to be doing something that is more satisfying and important? Would you like to serve and get great compensation? Consider your options and follow your passions...

Every organization - big or small - has a unique culture. The culture is defined by every member of the organization - not the executives alone. And every team member has the opportunity - really the responsibility - to challenge the organization's culture if it isn't as successful as it could be.

Many people have undoubtedly seen Lethal Weapon 2 and are familiar with the scene where Joe Pesci's character remarks, “Never go through the drive-thru. They *$?@ you in the drive-thru.” Not exactly flattering to the industry, huh?

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