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Thesaurus - Selling Sally
I should have thought of that!” “How did he come up with that approach!”
That was my reaction when Gary May gave a brief overview of how he took a small sales force and created sales growth that makes a fighter jet with the
That was my reaction when Gary May gave a brief overview of how he took a small sales force and created sales growth that makes a fighter jet with the
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
afterburners on seem slow.
So they take a $20,000 to $100,000 purchase and sell far more than their competitors, do it in one sales call with higher margins while closing in the 80% range!
Now this is a fairly mundane yet
So they take a $20,000 to $100,000 purchase and sell far more than their competitors, do it in one sales call with higher margins while closing in the 80% range!
Now this is a fairly mundane yet
; 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
expensive and required product such as your company phone and switch gear. Add in a competitive market with multiple suppliers and conservative buyers in the UK.
Two years ago Gary takes the book The Psychology of Persuasion
Two years ago Gary takes the book The Psychology of Persuasion
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
, and applies the concepts to his sales force and product. The numbers tell the rest of the story!
The numbers, taking over 70% of their market, closing 80% of the sales on the first call, closing 70% of their customer’s cus
The numbers, taking over 70% of their market, closing 80% of the sales on the first call, closing 70% of their customer’s cus
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
omers and their top people earning in the $600,000 range! These are all US currency, not UK pounds!
Interested? …..More….
Ok let’s give you some specific ideas and the perspective that created them.
The first step is to ap
Interested? …..More….
Ok let’s give you some specific ideas and the perspective that created them.
The first step is to ap
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ply Outcome Based Thinking to get the broader and different view.
* What does my product really do and why does my customer actually buy it?
* How can I view my product in these terms and how does it change how I see it?
*
* What does my product really do and why does my customer actually buy it?
* How can I view my product in these terms and how does it change how I see it?
*
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
How can this address potential objections and resistance up front?
In Gary’s case it made several significant shifts in how they viewed their equipment, here are a few that allowed them to reduce the buyer’s resistance.
1.
In Gary’s case it made several significant shifts in how they viewed their equipment, here are a few that allowed them to reduce the buyer’s resistance.
1.
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
The equipment has replaced the phone operator from a gone by era, yet people view people very differently from equipment. What if we humanized our equipment in several ways? How could this create a different picture in the b
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
yers mind and drop their resistance? (Remember, most people visualize the purchase in some way and this includes their prejudices and negative views.)
So how do you humanize a machine, you give it a persons name and talk in
So how do you humanize a machine, you give it a persons name and talk in
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
terms of it as a real person. Every system now has a woman’s name instead of a model number.
“Let’s suppose we bring Sally in to address all your phone needs and she can handle all your challenges for only $15,000 a year. Ho
“Let’s suppose we bring Sally in to address all your phone needs and she can handle all your challenges for only $15,000 a year. Ho
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
w would you feel about hiring Sally full time?”
Does humanizing the machine give you a different feel and image about the purchase? Has some of the resistance changed? Does it change how you view the investment?
Gary indica
Does humanizing the machine give you a different feel and image about the purchase? Has some of the resistance changed? Does it change how you view the investment?
Gary indica
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
ted that the top producers have mastered the ability to humanize the product and yes it has made a significant shift in how the customer sees the purchase.
Now when customers call in with problems, “This damn equipment is ju
Now when customers call in with problems, “This damn equipment is ju
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
k!” is not heard, rather “Sally is not feeling very good today.” REALLY! The customer prospective is completely reframed! (These are male and female corporate executives and owners!)
2. So what about taking objections and re
2. So what about taking objections and re
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
sistance out of the picture so one can “close” that day?
One of the major issues is the perceived need of the buyer to “think it over” or “get other bids”. Ever hear these?
Gary has trained his sales force to deal with this
One of the major issues is the perceived need of the buyer to “think it over” or “get other bids”. Ever hear these?
Gary has trained his sales force to deal with this
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
up front. “We realize that many people may want to think it over or spend time getting many bids when making an equipment purchase As we look at what Sally can do for you and she is able to handle all your needs, what reason
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
s might there be to delay hiring her?”
The answers are duly noted and the sales process continues, of course the issues are addressed during the balance of the process.
“As you can see, Sally will fill all your needs and pr
The answers are duly noted and the sales process continues, of course the issues are addressed during the balance of the process.
“As you can see, Sally will fill all your needs and pr
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
vide the image and services your customers’ desire. As to thinking it over or gaining other bids, would there be any reason to delay hiring Sally today so she could be working for you by Thursday?”
Obviously over 80% of them
Obviously over 80% of them
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
agree to hire her today! Getting the resistance and objection out right up front will reduce their effect and framing these against the humanized Sally drops it even more.
There are two quick ideas from the many that Gary a
There are two quick ideas from the many that Gary a
.
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
dapted from The Psychology of Persuasion material. We’ll share a few more over the next weeks, yet be sure this material works.
Dr. Robert Jonas from Seattle, WA is having a very similar result in his 80 person sales force s
Dr. Robert Jonas from Seattle, WA is having a very similar result in his 80 person sales force 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
elling windows to home owners. In our phone conversation last week he indicated a 20% increase in closing ratios in one week!
Till next week, keep asking, keep thinking and keep your ears and eyes open!
© Harlan Goerger 200
Till next week, keep asking, keep thinking and keep your ears and eyes open!
© Harlan Goerger 200
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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