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Cases - When Selling Do Not Confuse Objections and Conditions
My first sales manager, a grizzled old veteran with a no excuses allowed attitude used to tell me, “there are no lousy products, just lousy salesmen”.
As a rookie salesman I thought the comment surely a strange one. Of co
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
urse, there are bad products I thought. I know a bad product when I see one.
I was wrong. The point is I can see bad products because someone is selling them. They are on the market. It takes a real salesman to sell an ob
I was wrong. The point is I can see bad products because someone is selling them. They are on the market. It takes a real salesman to sell an ob
; 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
iously deficient product. I have sold luxury goods, services, foodstuffs, mass-market lines, and internationally. Each category requires an adjustment based on the customer, their needs and the benefits the product can off
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
er.
The biggest reason for wildly varying sales performance is the inability of salespeople to recognize and handle objections. Most under-performing sales people do not understand the difference between objections and co
The biggest reason for wildly varying sales performance is the inability of salespeople to recognize and handle objections. Most under-performing sales people do not understand the difference between objections and co
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ditions. An objection is a stated negative to a part, or all of the proposed benefits of a product. Objections can, and must be overcome. A condition is a hard barrier. Imminent death, bankruptcy, possibly a looming divorc
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
, are a few, and there are very few, conditions that would probably stop any attempt at closing a sale.
A condition is a fact that is so overwhelming that it makes no sense to pursue a sales opportunity. Trying to sell a
A condition is a fact that is so overwhelming that it makes no sense to pursue a sales opportunity. Trying to sell a
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
Rolex watch, or life insurance, to a late stage cancer patient is probably not going to produce a mutually beneficial outcome for either party. A bankrupt is not a great candidate for a $25,000 kitchen remodel. Nevertheles
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
, there are very few absolute conditions that sales people will ever run into. They too often want to position objections as conditions, an excuse mechanism.
Not so with objections! Objections come at sales people endless
Not so with objections! Objections come at sales people endless
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ly and they really are little more than phony excuses that can, and must, be overcome. Price, style, size, portability, too many features, too few features, the purported list of reasons a buyer might offer as a reason not
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
to buy is endless. The prepared, knowledgeable and confident sales person will have an answer for each objection and be able to re-direct the presentation back toward a successful closing.
Buyers make decisions to buy or
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ot buy based on a variety of emotions, motivations and needs. Very often the stated objection to making a purchase, is 180 degrees opposite of the potential purchasers real situation. I have had buyer’s claim that their bu
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
dget was exhausted for that particular quarter. No new purchase orders could be written by order of the boss.
A bit of probing usually reveals the real reason for the objection, often a competitor is overstocked with a sl
A bit of probing usually reveals the real reason for the objection, often a competitor is overstocked with a sl
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
w turning inventory. This is easily handled, “Mike, my merchandise is turning nicely, you just do not carry enough inventory. Don’t penalize, my company, your customers and your company’s bottom line by penalizing all of u
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
s because Brand X is overstocked.”
Objections are often proposed as a testing mechanism. The test is for you, the sales person, to be able to handle the objection and prove the validity of the opportunity you are presenti
Objections are often proposed as a testing mechanism. The test is for you, the sales person, to be able to handle the objection and prove the validity of the opportunity you are presenti
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
g. If you cannot, many experienced buyers will walk away from the product simply based on the perceived reality that you do not have the features and benefits that will compel them to change vendors.
Never assume that an
Never assume that an
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
bjection is anything more than a speed bump to be handled with care and diligence, but not a threat to derail a confident, knowledgeable sales person from achieving their ultimate goal, the sale. If you believe, and have p
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
assion, that your product, service or opportunity needs and deserves to be available to the widest possible audience then you will succeed at overcoming objections.
An objection is simply an opportunity for you to prove t
An objection is simply an opportunity for you to prove t
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
e utility and importance of your product. Successful sales people welcome objections. They recognize handling objections as confirmation of their mastery of the product. The competent buyer will, likewise, treat the sales
.
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
person’s ability to tackle the minefield of objections as proof that this opportunity must be seriously considered for purchase.
Conditions are rare and insurmountable. Objections are frequent and used by weak sales perso
Conditions are rare and insurmountable. Objections are frequent and used by weak sales perso
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
s and buyers to justify not taking action. There is no excuse for any sales person to not handle every objection proffered. It is commercial suicide to lack the competence to turn every objection into a closing opportunity
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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