Main Subject - Business

4 key ways to be seen as helpful while cold calling

Can’t you tell when somebody wants something from you? I certainly can. And it usually feels inconvenient and intrusive. So you can understand, then, why potential clients

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

will often run for cover when your cold call is only about “making the sale.” Most people sense that cold calls are self-serving to the person calling. You can almost hear the unspoken thought, “You want something, right? Oth

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

Examples of combination products may in

rwise why would you be calling?” This triggers almost immediate resistance.

For cold calling to be done in a non-intrusive way, we must shift the perception away from “you want something,” into “you are being helpful.” When o

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

r cold calls do not feel intrusive, people naturally are more open to talking with us. Shifting this perception in others is all about shifting a perspective within ourselves. Focusing on being helpful takes us away from the

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

traditional sales mindset. In the old mindset, we talk about ourselves and our product or service. In this new approach, we’re focusing on potential clients and what may be helpful to them.

To be perceived as helpful, we must

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

Combination pro

actually be helpful. If we try to use “being seen as helpful” as just another sales technique, people will sense our hidden agenda and react with suspicion. Be sincere in your approach and desire to help the other person.

Her

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

’s how to stop being intrusive and start being helpful:

1. Make It About Them, Not About You

We’ve all learned that when we begin a conversation with a potential client, we should talk about ourselves, our product, and our

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

solution. But this self-focus almost always feels intrusive to the other person and shuts down the possibility of a genuine conversation.

Instead, step directly into their world. Open the conversation with a question rather

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

than a sales pitch. For example, “I’m just giving you a call to see if your company is grappling with unpaid invoices issues?” Never let the person feel that your focused on your own needs, goals, or agenda. Communicate tha

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

we’re calling with 100 percent of your thoughts and energy focused on their needs.

2. Avoid the Artificial Salesperson Enthusiasm

People feel pushed along by artificial enthusiasm. This triggers rejection because it feels

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

ery intrusive to be pushed by someone they don’t know. Artificial enthusiasm includes some expectation that our product or service is a great fit for them. Yet, we’ve never spoken with them before, much less had a full conv

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

Following aspects would a

rsation with them. We can’t possibly know much about them or their needs. And so to them, we are simply someone who wants to sell them something.

It is better to modestly assume you know very little about them. Invite them t

dd to the challenges in developing combination products:

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

share with you some of their concerns and difficulties. And allow them to guide the conversation, even when it means getting “off track” a bit.

3. Focus on One Compelling Problem to Solve

Don’t go into a pitch the way you

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

ould if you were operating out of the traditional sales mindset. Make what you say about them, not about you. Try to keep in mind that who you are and what you have to offer are irrelevant at this moment. The key is to identi

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

fy a problem that you believe the other person might have. Depending on your business or industry, here are some examples of what you might say:

I’m just calling if you’d be open to looking at any possible hidden gaps in you

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

business that might be causing sales losses?

I’m just calling to see if you’re grappling with problems of employee performance related to a lack of training support?

I’m just calling to see if you’re open to looking at whet

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

Professional from academic institutions, pharmaceutical industries, health care indust

er any department in your company might be losing revenue due to vendor overcharges?

Address one specific, concrete problem that you know most businesses experience. Don’t make any mention of you or any solutions you have to

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

offer. Remember, it’s always about them, not about you.

4. Consider “Where Should We Go From Here?”

Let’s say the initial call turns into a positive and friendly conversation. The other person feels you’re offering somethin

.

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

valuable, and wants to know more. Both of you feel there may be a match. Rather than focusing on making a sale at this point, you can simply say, “Well, where do you think we should go from here?”

This question reassures po

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

Companies that provide selfless information through particip

ential clients that you’re not using the conversation to fulfill your own hidden agenda.

Rather, your giving them space and time to come to their own conclusions. You’re helping them create their own path, and you will follow

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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