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Advice Pool - Consultative Sales Professionals Need To Fulfil Three Basic Roles
As we are all aware, getting to know the customer and understanding their needs is not a quick and easy process. Customers possess a hierarchy of needs which have to be uncovered gradually. This is why we need a new type of salesperson for a new type of customer.
So what does this new breed of salesperson look like? For a start he or she has progr
So what does this new breed of salesperson look like? For a start he or she has progr
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
essed from the more traditional, ‘lone ranger’ approach of selling to a more team-based consultative style. Our research shows that a consultative salesperson needs to fulfil three basic roles, that of Business Consultant, Long Term Ally and Strategic Orchestrator.
By combining all three roles salespeople are more able to develop and maintain long
By combining all three roles salespeople are more able to develop and maintain long
; 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
term relationships with clients. At the same time, organisations need to ensure that they provide their salespeople with the vital support systems and training that enable them to make the most of their knowledge and skills
Business Consultant:
Gone are the days in which a salesperson could simply walk into an office, establish a good rapp
Business Consultant:
Gone are the days in which a salesperson could simply walk into an office, establish a good rapp
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
rt with the client, show he/she had thorough knowledge of their products and services and clinch the sale. Nowadays, the emphasis is on establishing long-term, mutually beneficial relationships and in order to achieve this, the salesperson needs to earn the right to continue discussions with his/her client. Before they can proceed to sell their pro
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ucts or services, the salesperson needs to reassure the client of their integrity, reliability and ability to understand and recommend the appropriate solution. They can do this by demonstrating;
• Up-to-date knowledge of business news and current affairs Best practices include - reading newspapers, magazines, journals, trade publications and oth
• Up-to-date knowledge of business news and current affairs Best practices include - reading newspapers, magazines, journals, trade publications and oth
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
r sources of business information; maintaining membership of appropriate professional organisations; acknowledging gaps in knowledge and taking steps to fill them; locating or developing databases with information on customers, their industries and their own customers.
• An in-depth understanding of the customer’s industry, company and strategies
• An in-depth understanding of the customer’s industry, company and strategies
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
s well as an appreciation of “the big picture”.
Best practices include - gaining an understanding of the issues at all levels of the customer’s organisation including strategic, departmental and individual needs; seeking to understand the customer’s perceptions of market trends, company direction, plus potential product and service needs.
• A rea
• A rea
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
diness to exchange information and ideas between the supplier and client organisation.
Best practices include - familiarising the customer with your own industry and companies; sharing useful business information even if it does not directly impact on the sales effort; demonstrating the cost-cutting or revenue producing benefits of your products a
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
d services.
• The ability to listen and absorb information. Best practices include - refining the way you identify customer’s needs by asking the right questions and listening actively to customer comments; speaking at the listener’s level of knowledge; using stories and analogies effectively; asking for feedback on the clarity of your message. B
• The ability to listen and absorb information. Best practices include - refining the way you identify customer’s needs by asking the right questions and listening actively to customer comments; speaking at the listener’s level of knowledge; using stories and analogies effectively; asking for feedback on the clarity of your message. B
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
demonstrating comprehensive knowledge, outstanding communication skills and the proper attitude, the salesperson earns the right to move beyond the role of supplier to that of a valued business consultant
Strategic Orchestrator:
To fulfil this role, the salesperson needs to be seen as the key person responsible for engineering the appropr
Strategic Orchestrator:
To fulfil this role, the salesperson needs to be seen as the key person responsible for engineering the appropr
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ate solution. This involves co-ordinating all of the information, resources and activities needed to support customers before, during and after the sale. It means enlisting support from specialist colleagues and hence the move away from the “lone ranger” approach.
According to our research, effective Strategic Orchestrators have mastered the follo
According to our research, effective Strategic Orchestrators have mastered the follo
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
ing competencies:
• Knowledge of their own company’s structure
• Expertise in developing and managing a team
• Ability to manage priorities and performance
• Ability to co-ordinate delivery and service to customers
• Efficiency
• Flexibility
Customers of Strategic Orchestrators express a high level of confiden
• Knowledge of their own company’s structure
• Expertise in developing and managing a team
• Ability to manage priorities and performance
• Ability to co-ordinate delivery and service to customers
• Efficiency
• Flexibility
Customers of Strategic Orchestrators express a high level of confiden
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
e in the salesperson and his or her organisation:
This increased confidence can lead to faster buying decisions, increased repeat business and strengthened links between customer and supplier organisations. Working as Strategic Orchestrators, salespeople are also able to develop their organisation’s capacity for team selling.
Long Term All
This increased confidence can lead to faster buying decisions, increased repeat business and strengthened links between customer and supplier organisations. Working as Strategic Orchestrators, salespeople are also able to develop their organisation’s capacity for team selling.
Long Term All
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
:
Since the key to differentiation is in forging closer links with clients, the role of Long Term Ally is a crucial one. Once the salesperson has earned the right, it is important to develop and maintain the relationship.
As the term suggests, acting as a Long Term Ally, involves maintaining contact with the client even when there is no immed
Since the key to differentiation is in forging closer links with clients, the role of Long Term Ally is a crucial one. Once the salesperson has earned the right, it is important to develop and maintain the relationship.
As the term suggests, acting as a Long Term Ally, involves maintaining contact with the client even when there is no immed
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
iate prospect for a sale. It also suggests that the salesperson needs to be committed to the long-term development of the relationship. Our research shows that top salespeople demonstrate this commitment by continuously looking for ways to:
• Build interpersonal trust
• Create and maintain a positive image of the sales organisation
•
• Build interpersonal trust
• Create and maintain a positive image of the sales organisation
•
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
Inspire respect for their company
• Show genuine concern for their customers’ short and long-term interest
• Identify ways to strengthen the quality of their business relationship
• Help the customer meet needs within his or her organisation
• Deal with issues openly and honestly
• Deliver on promises
It is also crucia
• Show genuine concern for their customers’ short and long-term interest
• Identify ways to strengthen the quality of their business relationship
• Help the customer meet needs within his or her organisation
• Deal with issues openly and honestly
• Deliver on promises
It is also crucia
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
for the salesperson to ensure that the relationship between the organisations is mutually beneficial. In other words, it is essential to build and honour the expectation that reaching agreements will mean good business for both parties.
At the end of the day, taking a long-term approach proves more profitable since the customer will recognise tha
At the end of the day, taking a long-term approach proves more profitable since the customer will recognise tha
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
the salesperson is taking a committed interest and in so doing is giving honest and open advice. This inevitably encourages the customer to trust the salesperson and to view him or her as a colleague rather than an opponent
In Summary: Long Term Allies and Mutually Beneficial Agreements.
Supplier Organisations Must Be Willing To
• El
In Summary: Long Term Allies and Mutually Beneficial Agreements.
Supplier Organisations Must Be Willing To
• El
.
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
cit feedback from customers regarding overall satisfaction with the products / services delivered.
• Maintain regular contact with current and prospective customers
• Alert customers to new developments in own organisation
• Review the business relationship underlying each account on a regular basis
Buyer Organisation Must B
• Maintain regular contact with current and prospective customers
• Alert customers to new developments in own organisation
• Review the business relationship underlying each account on a regular basis
Buyer Organisation Must B
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
Willing To
• Keep suppliers “in the loop” regarding the company’s strategic direction and needs
• Value the record of service provided by supplier organisations above lower cost competitors
• Grant access and information about their customers to the supplier organisations
Copyright © 2006 Jonathan Farrington. All rights reserve
• Keep suppliers “in the loop” regarding the company’s strategic direction and needs
• Value the record of service provided by supplier organisations above lower cost competitors
• Grant access and information about their customers to the supplier organisations
Copyright © 2006 Jonathan Farrington. All rights reserve
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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