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Main Subject - How The Humble Telephone Will Build Your Business
So, we're heading for tough times! Why? Because if we are told something often enough (by opposition politicians, bankers, debt collection agencies, economists, your next door neighbor, taxi drivers, stock market analysts and journalists) we are going to believe it - it becomes a self fulfilling prophesy.
Well, whatever the economic outlook - real or imagined - over the next year, perhaps it is time to ass
Well, whatever the economic outlook - real or imagined - over the next year, perhaps it is time to ass
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
ess how you are currently gaining business, what you will need to do to keep it and continue growing even when all around you are crying 'tough times' and are discounting madly, dropping services, slashing costs and 'downsizing' (one of my personally most hated words straight out of the 80's).
Never mind what the market is doing, what are you doing?
Look closely at how you use your telephone.
There are t
Never mind what the market is doing, what are you doing?
Look closely at how you use your telephone.
There are t
; 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
hree key areas that senior people in any organization simply must consider when analyzing the awesome power of the telephone:
- How can everyone in the organization use the telephone as a customer service tool, not just an inconvenient interruption to their work?
- How can we make our customer service department more responsive as opposed to reactive?
- How can we become more proactiv
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
e in telephone use, and contact our customers on a planned, systematic basis?
Let me be blunt. The telephone is a more dynamic resource than any e-commerce, direct mail, advertising or promotion strategy you will ever devise. At the very least, it is the equal to any of them, at best the telephone and the people who use it) can drive each of the above-mentioned campaigns and add 20-50% more
Let me be blunt. The telephone is a more dynamic resource than any e-commerce, direct mail, advertising or promotion strategy you will ever devise. At the very least, it is the equal to any of them, at best the telephone and the people who use it) can drive each of the above-mentioned campaigns and add 20-50% more
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
revenue to your bottom line.
Used effectively, the telephone is a prime tool in building customer relationships and loyalty.
Let's look at the first two areas, mentioned above:
Everyone in your organization becomes a 'Director of First Impressions'
The atom was split in 1944 and since then has become either a totally destructive force or a device which has helped to cre
Used effectively, the telephone is a prime tool in building customer relationships and loyalty.
Let's look at the first two areas, mentioned above:
Everyone in your organization becomes a 'Director of First Impressions'
The atom was split in 1944 and since then has become either a totally destructive force or a device which has helped to cre
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ate a better life (physics and energy as examples). This is exactly the potential a ringing telephone has to your organization-destruction or harmony. Everyone in your organization has a responsibility to use the telephone in a professional manner every single time they answer it, transfer calls, put people on hold and take messages.
Answering
A calm, courteous tone of v
Answering
A calm, courteous tone of v
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
oice helps. People don't like abrasive tones, sounds of food being masticated or being told to 'hang on'. Speed of response counts and answering work colleagues' extensions counts too-anything to make life easier for the caller.
Consistency is the key-for everyone.
Transferring
Take a little time with callers; find out what they really want and who they need to talk to.
Consistency is the key-for everyone.
Transferring
Take a little time with callers; find out what they really want and who they need to talk to.
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
Then, connect both parties rather than get rid of the caller in the quickest way. I call this 'clunking' - 'can I speak to your accounts dep...' - 'CLUNK!'
The other thing customers really hate is being put through to the wrong person or department and then sent on the 'transfer shuffle' where they are given the privilege of listening to music/a sales pitch/nothing at all or your employee telling them 'no
The other thing customers really hate is being put through to the wrong person or department and then sent on the 'transfer shuffle' where they are given the privilege of listening to music/a sales pitch/nothing at all or your employee telling them 'no
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
my department, I'll just transfer you' - to the next extension and the next uncaring employee.
On Hold
Don't do it. Don't leave callers on hold for more than 20 seconds. Offer them options, take personal responsibility, get their number and phone them back within an agreed timeframe.
Customers really hate waiting. They will pay a little more if they know they will get
On Hold
Don't do it. Don't leave callers on hold for more than 20 seconds. Offer them options, take personal responsibility, get their number and phone them back within an agreed timeframe.
Customers really hate waiting. They will pay a little more if they know they will get
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
prompt service-part of that equation is not being kept on hold.
Message Taking
A lot of business is lost because people don't take proper messages or fail to pass them on.
This is not rocket science here; however, a significant number of company employees do not take messages correctly. This causes lost time, lost productivity and lost business - for th
Message Taking
A lot of business is lost because people don't take proper messages or fail to pass them on.
This is not rocket science here; however, a significant number of company employees do not take messages correctly. This causes lost time, lost productivity and lost business - for th
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
e sake of a few more questions to confirm correct details.
Is the above happening in your company? Do you phone in, from time to time, to check out how the telephone is utilised - as a business builder or business destroyer?
Everyone within your organisation has a responsibility to be an effective Director of First Impressions, utilising the power of the telephone in customer service (and sales) and becom
Is the above happening in your company? Do you phone in, from time to time, to check out how the telephone is utilised - as a business builder or business destroyer?
Everyone within your organisation has a responsibility to be an effective Director of First Impressions, utilising the power of the telephone in customer service (and sales) and becom
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 more responsive to customers, rather than reactive.
Become proactive - this was the third area, mentioned above, to gain better results and profits from good telephone usage
If you are not giving serious consideration to developing and building a strong outbound call program, within your company, you could be in trouble over the next few months-particularly if your competitors are mov
Become proactive - this was the third area, mentioned above, to gain better results and profits from good telephone usage
If you are not giving serious consideration to developing and building a strong outbound call program, within your company, you could be in trouble over the next few months-particularly if your competitors are mov
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
ng in this direction.
Here are the steps to a powerful, productive and profitable telemarketing program:
Step 1. Persuade your field sales force that their major focus is to look after their 'A' customers and potential 'A' customers.
Move all other accounts to a telephone based sales and service program. Offer them the benefits of regular and planned contact, competitive pricing, excelle
Here are the steps to a powerful, productive and profitable telemarketing program:
Step 1. Persuade your field sales force that their major focus is to look after their 'A' customers and potential 'A' customers.
Move all other accounts to a telephone based sales and service program. Offer them the benefits of regular and planned contact, competitive pricing, excelle
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
nt service, instant response if they need to phone (you don't get that from sales people on the road) and whatever else they were getting when a sales representative was visiting them.
Except now they are getting faster, more efficient service-only by telephone as opposed to a personal visit.
I have seen this professional approach to managing 'B' and 'C' customers work extremely well across a range of ind
Except now they are getting faster, more efficient service-only by telephone as opposed to a personal visit.
I have seen this professional approach to managing 'B' and 'C' customers work extremely well across a range of ind
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
ustries. Your customers are happy and you are happy-you are delivering a quality, cost effective service, that is gaining you RESULTS.
Combine this with a cross sell/up sell program and you are miles ahead in terms of productivity and profit.
Step 2. Select the right people for the role of telephone sales and service.
Not everyone will jump at the chance! However, training, motivation, p
Combine this with a cross sell/up sell program and you are miles ahead in terms of productivity and profit.
Step 2. Select the right people for the role of telephone sales and service.
Not everyone will jump at the chance! However, training, motivation, p
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
lanning and leadership will go a long way towards ensuring you will be 100% successful when commencing a telemarketing operation.
The people you select will most likely have the knowledge-you provide them with the skills and they will develop the necessary sales attributes (training and coaching will help also!).
Select the right technology such as a Customer Relationship Management (CRM) package.
The people you select will most likely have the knowledge-you provide them with the skills and they will develop the necessary sales attributes (training and coaching will help also!).
Select the right technology such as a Customer Relationship Management (CRM) package.
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
>Step 3. Select the campaign. You have many choices-pick from any or all of the following:
- Account management, 'B' and 'C' customers can be contacted on a planned, regular basis. They get
improved, more regular service - you gain more sales and profits.
- Account reactivation, there has never been a better time to regain lost customers. A well planned telemarketing campaign can a
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
chieve this.
Account acquisition, you can go nationwide and overseas, via the telephone, backed by a good direct marketing strategy.
Short term marketing and business building campaigns.Market research and customer satisfaction surveys.
Step 4. Collect data-build and manage your contact management system and ensure you provide call/sales reports.
Te
Te
.
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
lemarketing is not an ad hoc 'just pick up the phone and sell something'. It is a strategic process, with inbuilt tools, that can gain you fantastic returns.
The telephone will make a difference whether times are good or bad. However, its impact is most keenly felt when times do tend to get a little tougher. You need good people, obviously, who are keen and willing to learn new skills (there are no 'natura
The telephone will make a difference whether times are good or bad. However, its impact is most keenly felt when times do tend to get a little tougher. You need good people, obviously, who are keen and willing to learn new skills (there are no 'natura
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
l' telephone salespeople for instance, just as there are no natural plumbers or auto mechanics). You need a top driven Customer Relationship Management system and, most of all, you need leadership-the kind of dynamic, visionary people who can bring new dimensions to a company culture. A culture which, perhaps, implies-things have been good for the last ten years, why do we need to take a different direction
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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