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Selling for a living can be living under a constant push for figures. If you are struggling as a team to hit your sales target you are under a huge amount of pressure to hit it…. or else, if y

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

ou just about hit target you’re under pressure to improve and if you smash your target? You can guarantee it will be put up for the next month.

As sales managers we can fall into the bad habi

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

Examples of combination products may in

t of ‘passing down’ to our sales teams the pressure we are put under by our company. Is that an effective way of motivating our team and building a culture of success? Absolutely not! It is

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

the worse thing we can do as a manager, in fact the more pressure we put our teams under, the more we increase the probability of missing our sales target by a long way. Why is that?

It sabot

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

ges your chances of success because you introduce the fear of failure into your sales person’s success ratio. It is that fear of failure which prevents sales people, teams and Companies hittin

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

Combination pro

g target week in week out. Does a fear of failure really affect your sales people so badly? Try this out, lay a length of 100x50mm timber on the floor and ask for volunteers to walk across 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

. Every one will be happy to do that with hardly any one loosing their balance. If you then raised that timber 50m into the air and asked for volunteers to walk across it with out any safety

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

nets, how many would volunteer? None!

Although physically nothing has changed it is just walking across a piece of wood, the fear of falling makes it a completely different activity, in fact

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

he greater your fear of falling is, the worse your performance will be.

This works just the same with our sales people, we could think that the more pressure we put them under to perform, the

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

more seriously they will take it, the more effort they will put in and the better chance we have of getting good results from them but it very rarely works because of that fear of failure. On

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

the other hand it is amazing what results can be achieved if you take the pressure off them.

I managed a team of sales people for a large telecommunication Company whose sales were achieved fr

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

Following aspects would a

om door to door selling. This was a very tuff selling environment and we were under relentless pressure to perform. This meant every so often one of my sales people would suffer a crisis of c

dd to the challenges in developing combination products:

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

nfidence and go into a sales slump, the harder they tried to sell the more stress and anxiety they felt.

I used a very simple method to turn them round and get them earning money again. I wou

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

ld sit them down and tell them that I would sell the deals they needed for that day and the next day if I needed to, they did not need to sell at all, and in fact I did not want them to sell!

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

I just wanted them to go out and enjoy them selves for the day and get their confidence back, I wanted them to find nice people who they could have a laugh with, practice some small talk on, 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

d share a joke and most of all have fun. They would go out with no pressure on them at all and guess what? They would have one of their best selling days for weeks because, just like walking

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

Professional from academic institutions, pharmaceutical industries, health care indust

n the piece of wood on the ground, there was no fear of failure.

As managers we need to find as many ways as possible to reduce that fear of failure for our sales people at the same time as in

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

itiating a thorough and comprehensive examination of the complete sales process.

If it is possible speak to your manager and explain what your intentions are and ask him for some help. Be pre

.

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

pared to lead from the front and write some sales yourself that month to alleviate the pressure. Do not be tempted to pass on the pressure you get from above. Check out our web site for lot

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

Companies that provide selfless information through particip

of free advice and support for building a culture of success in your team, you can ask any specific questions you want there at www.21ksa.co.uk

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

Three simple but neglected off-line advertising strategies at little or no cost.

Draws out the importance of branding your presence through an example and then using general guidance.

Today's enterprises have much different organization and management requirements that require a new structure that can meet new needs from technology, the internet, and intellectual capital to create the 21st century enterprise

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Just Other Articles - Is Your Sales Team Paralysed By the Fear of Failure?

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