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COLD CALLING! The very words are enough to send shivers down the spine for most of us. And the weather has nothing to do with it. There are people who postpone the making these calls till

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

they can’t postpone it any more and they don’t have any other option than make the call. The result in such cases is totally predictable. Nine out of ten, the endeavor will only result i

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

Examples of combination products may in

n failure. So, what can be done? Maybe we can just avoid this technique to improve our sales. I know many of you will find that idea extremely pleasing, but the fact is that it is a very

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

ffective technique provided it is done correctly.

The first thing to improve, before you go about improving the sales performance, is your attitude. IF your attitude is that you rather f

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

ace a firing squad than make a cold call, then it is not going to help. Take it up as a challenge. If you are going to do cold calling then you have to have the competitive spirit. The ai

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

Combination pro

m of making a cold call is to set up an appointment to demonstrate the usefulness of the product to that person. So, ask for the appointment directly rather than beating around the bush.

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

nstead of asking “Is there a chance to meet you sometime next week”, you can say “Would next Wednesday, 10:00 be a good time to meet you?” Take the initiative and focus on the goal: You

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

are not making the actual sale but just want a chance to make a sale.

Here are some other tips that can help you in improving sales performance.

The first tip will have to be DO YOUR RE

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

SEARCH. It might sound clich?d and trite when but if you have done your research and know the answers to the expected questions then you will be confident about making the dreaded call. O

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

course, the butterflies will be still there when you are making your call, especially if it is a first call, but the fluttering will be a lot less if you have done adequate research.

PR

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

EPARE AN OPEINING STATEMENT. Again if you have an opening statement ready you will be confident about making the call. It will let you organize your thoughts before you make the call. Ne

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

Following aspects would a

ver do the mistake of reading your opening statement on the phone. Jut because people can’t see you, doesn’t mean they can feel that you are being natural or reading from a prepared text.

dd to the challenges in developing combination products:

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

MAKE GATEKEEPERS YOUR FRIEND. They are not your enemies. It is to your advantage to make them friends. Get to know their first names. Ask them for their help such a way that they feel as

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

though they are helping out an old friend.

Have you noticed how thrilled people are when they receive a promotional item? Send a small promotional item before you make your call. Chance

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

s are that you will receive a favorable response if you make a call after the person has received the promotional item.

PERSISTENCE is the keyword if you want your cold calling efforts t

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

be successful. It is a well know fact that eighty percent of the sales are made after the fifth call, but unfortunately most of us give up after the second call. So, do not give up after

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

Professional from academic institutions, pharmaceutical industries, health care indust

the fist call. Remember the old expression: Try, try and you will succeed. It is definitely true in the case of cold calling. This is not to say that you should keep calling someone who

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

very obviously is not interested, but if you feel there is a slightest chance that this person can turn into a client then don’t let go.

Try to make your calls early in the morning. One

.

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

eason is that you can avoid the gatekeepers at this hour and secondly this is the time when most people are energized. They are at a better frame of mind to listen to you.

Lastly it is a

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

Companies that provide selfless information through particip

ll about practice. The more you practice, the better you will be at it. And a day will come when you will not think twice about taking the phone and dialing the number of a total stranger

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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Some experts call it personal branding. Knowing thy self. Starting with your strengths. Differentiation. Keeping it real. Standing out. Being unique. But I like the term That Guy because it humanizes the concept of individuality.

Having trouble meeting quality people? Perhaps it's because you forgot the most important thing: That it's not about you. People love to talk about themselves, and love to do things for them. By focusing on serving others, though it may take longer, will end up giving you rewards beyond your wildest dreams.

If you are a dog groomer you know that telephone sales are one way to get new clientele and people love to talk about their pets on the phone and to their friends. Since you are a dog groomer you probably have information that is of value to them and they will ask you questions and you can use this as a way to get to know the customer.

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