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Advice Pool - Why We Buy - to Avoid PAIN!
Our innate drive to maintain our “comfort zone” directly affects
how and what we purchase. Pain versus pleasure, similarity
versus unfamiliarity and comfort versus stress; self inflected
or not, are all feelings and emotions 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
ffect most facets
of our lives. How we deal with such emotion volatility directly
affects our motivations to buy things that make us feel better.
Humans prefer pleasure, avoid pain, seek familiarity and would rather be comfortable
Humans prefer pleasure, avoid pain, seek familiarity and would rather be comfortable
; 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
than stressed out. Jack LaLane’s famous
exercise philosophy of the 1960’s, “No Pain, No Gain” does not
apply to most of us.
We all like things to be “just so”, always in line with our expectations. Anything that rattles our comfo
We all like things to be “just so”, always in line with our expectations. Anything that rattles our comfo
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
t zone generally
leads to an action response, a reaction, immediate pursuit of
problem resolution. Herein lies a fundamental basis for sales
professionals to leverage our natural tendency to seek and
purchase things that help us a
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
void pain.
Selling is truly a Painful Process
Most selling situations involve collaborative problem or pain definition between a salesperson and a buying prospect. The sales representative ultimately attempts to educate the poten
Selling is truly a Painful Process
Most selling situations involve collaborative problem or pain definition between a salesperson and a buying prospect. The sales representative ultimately attempts to educate the poten
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
tial buyer about how costly it is to them of NOT having
his product or service to eliminate their pains.
Many times in a buy/ sell situation the buyer does not know what his pains are, just the symptoms of the pain. Typically he k
Many times in a buy/ sell situation the buyer does not know what his pains are, just the symptoms of the pain. Typically he k
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
ows he wants to rid himself of the pain but needs more
information from the sales person to determine what it will
cost him to do that. Cost manifests itself in many forms, time
commitment, effort to be made or monetary investment
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
to solve
the problem.
Get Answers to These 5 Key Pain Questions
A skilled sales person must systematically qualify, or better, DIS-qualify the buyer early in the discussion to find answers to five basic questions:
1) What are th
Get Answers to These 5 Key Pain Questions
A skilled sales person must systematically qualify, or better, DIS-qualify the buyer early in the discussion to find answers to five basic questions:
1) What are th
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
e prospect pains? (They may not know!)
2) Can I, my product or service effectively eliminate the pains defined?
3) Is the buyer truly motivated to eliminate his pains?
4) Does the buyer have the financial resources to proceed?
5
2) Can I, my product or service effectively eliminate the pains defined?
3) Is the buyer truly motivated to eliminate his pains?
4) Does the buyer have the financial resources to proceed?
5
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
Who ultimately decides to apply the available financial
resources to these pains?
It is most logical that a sales representative must secure answers to these five disqualification questions BEFORE they decide to present their pa
It is most logical that a sales representative must secure answers to these five disqualification questions BEFORE they decide to present their pa
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
in solutions, products, information
or services to the buying prospect.
This decision to delay presentation, to postpone the “sales pitch”, contingent on systematic disqualification of the prospect takes extraordinary discipline o
This decision to delay presentation, to postpone the “sales pitch”, contingent on systematic disqualification of the prospect takes extraordinary discipline o
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
n the part of the
sales representative. Most average sales people immediately
jump into their presentation having no idea what really are the
prospect’s pains, if he’s motivated to fix them, can afford the
relief or whether he has
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
the authority to make the purchase
decision.
Prospect “Pains” are not Unique
With a “pain definition” perspective incorporated in your selling approach you will quickly realize that many of your sales prospects have similar pains
Prospect “Pains” are not Unique
With a “pain definition” perspective incorporated in your selling approach you will quickly realize that many of your sales prospects have similar pains
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
. You can categorize these
pains, define their most common causes and solutions, then
prepare in advance of your sales calls written or visual
selling tools specific to each common pain. Each selling tool
would be used only for a
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
specific pain.
It is also natural for your prospects to have appreciation for others who had similar problems as they have. Anything you can do to document how you as a sales representative addressed another person’s like pains wi
It is also natural for your prospects to have appreciation for others who had similar problems as they have. Anything you can do to document how you as a sales representative addressed another person’s like pains wi
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
h your products or services will
go a long way to justify their pending purchase. Written case
histories of successful application of your product or service
with previous customers are excellent selling tools.
Not “Features and B
Not “Features and B
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
enefits” – It’s about PAINS!
So many sales technique training programs emphasize product or service feature and benefit “selling”. As a potential buyer it is nice to know all this, but prospects want the sales person to first list
So many sales technique training programs emphasize product or service feature and benefit “selling”. As a potential buyer it is nice to know all this, but prospects want the sales person to first list
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
en to and understand their problems; how long
they’ve had them, what its cost them and what they’ve done
already to try to fix them. A potential buyer needs to do this
first before they can fully appreciate any form of potential
p
.
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
in relief. (Again, save your sales pitch and get answers to
the five fundamental pain questions defined here.)
Sigmund Freud, the father of psychoanalysis, once said, “We will do more to avoid pain than to gain pleasure”. This is
Sigmund Freud, the father of psychoanalysis, once said, “We will do more to avoid pain than to gain pleasure”. This is
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
particularly true if we are fully involved in pain at the time.
With this prospect pain definition selling approach increases
in your sales results are certain, resulting in significant
pain relief for both the buyer AND the seller
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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