Advice Pool - Internet and Businesses Online

Do your web pages, sales letters or personal presentations include subtle distractions that unnecessarily cause you to lose sales?

Sometimes prospective cust

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

omers get distracted during the selling process by outside interruptions. You cannot control those. But many sales-killing distractions are caused by what you

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

Examples of combination products may in

put in your web pages and other sales messages ...or by what you say in your personal presentations.

Here are 3 unnecessary distractions you may be creating

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

that sabotage your sales - and how you can avoid them:

1. Requiring Customers to Make Unnecessary Decisions

Design your selling process so prospects

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

o not have to make unnecessary decisions.

Some prospects have difficulty making a clear decision when they have several options. They often react by procrast

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

Combination pro

inating and never making a decision ...and you lose the sale you already made.

Tip: Promote only one product or service at a time. You can develop sep

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

rate promotions for each product or service you sell. You can even combine several products and services into one package. But always limit your prospect's bu

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

ying decision to "yes" or "no". Don't distract them with a "which one" decision.

2. Diverting Your Customer's Attention to Something Else

Don't inclu

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

e anything in your selling procedure that can divert attention away from your selling process.

For example, I often see sales oriented web pages that provide

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

clickable links to other web sites with the testimonials. Why would any marketer want to send prospective customers to another web site in the middle of thei

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

presentation?

Some prospects will never come back. And for those that do, the flow of the selling process was interrupted - reducing the likelihood of closi

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

Following aspects would a

g the sale. Clickable links have many advantages ...but not when they are in the middle of your sales presentation.

Tip: Review what you usually say i

dd to the challenges in developing combination products:

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

n live sales presentations and what you include in your web pages and other sales messages. Look for unnecessary diversions you may have included - and get ri

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

of them.

3. Presenting Unpleasant Surprises

Avoid including any unpleasant surprises in your selling process - especially near the end.

For example

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

: Many websites do not mention shipping charges until the very last screen of the shopping cart. This unpleasant surprise is one of the major reasons why cust

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

mers abandon online orders. You can avoid this by always including the shipping charge wherever you list the price.

Tip: An unpleasant surprise can ki

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

Professional from academic institutions, pharmaceutical industries, health care indust

ll a sale. But a pleasant surprise can help close a sale. For example, adding an unexpected bonus immediately before your prospect takes the last action to co

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

plete a sale will usually eliminate any last minute hesitation.

Don't ask your prospects to make unnecessary decisions. Avoid diverting their attention away

.

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

from your selling presentation. And don't alarm them with any unpleasant surprises.

It's hard enough to get a prospective customers attention once. If you di

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

Companies that provide selfless information through particip

tract them unnecessarily with something else you may not be able to get their attention again ...and you will lose a sale needlessly.

Copyright 2004 Bob Ledu

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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