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Main Subject - These Scary (Friendly) Words Sabotage Cold Calls
When we were kids, most of us had some adult teach us to greet people with a "Hello" or "Good Morning"; to say, "Please" and "Thank you"; and to ask permission of adults before going out to play with the neighbor
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
hood kids.
Flash forward a couple of decades and those same social niceties are reinforced by all sorts of business and sales gurus who tell us what we need to know we learned in kindergarten!
So, imagine my su
Flash forward a couple of decades and those same social niceties are reinforced by all sorts of business and sales gurus who tell us what we need to know we learned in kindergarten!
So, imagine my su
; 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
prise when I first heard about the executive committee meetings where presenters received specific, no-nonsense instructions for their conduct during these meetings.
"State your business clearly and in bottom li
"State your business clearly and in bottom li
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ne terms. Don't ask us questions. Do tell us what we need to know to make effective decisions. Do not say 'good morning.' Do not say 'thank you for your time.'"
By the time the Secretary/Drill Sergeant of the Co
By the time the Secretary/Drill Sergeant of the Co
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
poration finished briefing the "young first-timers", every single one of the rookies was shakin' in his boots!
Social niceties are absolutely, positively, no doubt about it … totally inappropriate at the executi
Social niceties are absolutely, positively, no doubt about it … totally inappropriate at the executi
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
e level.
Being socially correct is a hard habit to break, but well worth the effort, as you learn new language that will serve you particularly well when cold calling executives.
Many of your colleagues call th
Being socially correct is a hard habit to break, but well worth the effort, as you learn new language that will serve you particularly well when cold calling executives.
Many of your colleagues call th
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
e offices of top decision makers and say something to this effect: "Good Morning!" "Is this a good time?" "May I schedule a meeting with the executive?"
Your colleagues don't realize it but as soon as the phrase
Your colleagues don't realize it but as soon as the phrase
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
"Good Morning" was uttered the executive assistant quit listening. Those seemingly innocent words triggered her mind to conclude, "This caller does not belong at the executive level."
Then, the words that follo
Then, the words that follo
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ed "Is this a good time? May I schedule a meeting with the executive?" only served to confirm her decision to keep the caller out of the executive suites.
You're probably thinking … you've got to be kidding … th
You're probably thinking … you've got to be kidding … th
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
ere is nothing wrong with those words … I've used them all my life!
But from the perspectives of the executive and the executive assistant those very words are huge, red flags indicating you don't know the rules
But from the perspectives of the executive and the executive assistant those very words are huge, red flags indicating you don't know the rules
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
or the language of "The Top Dog" executives.
What's wrong with being polite?
Nothing. In fact politeness is always appropriate. It's the social niceties that'll trip you up.
Executives and their assistants thi
What's wrong with being polite?
Nothing. In fact politeness is always appropriate. It's the social niceties that'll trip you up.
Executives and their assistants thi
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
k and speak in bottom line terms. They use language that you'll find in a Balance Sheet, language that will serve to help them make good decisions quickly. Through the years, the decision makers have trained them
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
selves to cut out all fluff in conversations and to be selective about where they spend each and every precious minute of their workday.
Yes, even to the point of cutting social niceties out of their conversatio
Yes, even to the point of cutting social niceties out of their conversatio
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
s … and choosing to spend their precious time and energy with people who think and speak in bottom line terms.
Executives are looking for solutions to their most pressing problems. Executive assistants are aware
Executives are looking for solutions to their most pressing problems. Executive assistants are aware
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
of the pressing problems and are looking for callers who can provide the executive with solutions.
You may want to read that paragraph again. Executives and their assistants are looking to find business partners
You may want to read that paragraph again. Executives and their assistants are looking to find business partners
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
.
Executives and their assistants are looking to invite people into the executive suites!
Most sales pros think of the executive assistant as the gatekeeper who has the job of keeping people out. This thinking
Executives and their assistants are looking to invite people into the executive suites!
Most sales pros think of the executive assistant as the gatekeeper who has the job of keeping people out. This thinking
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
ives all of the power to the executive assistant.
Successful sales professionals own their power. They understand how their products and services benefit their client companies. They assess cold calls from the p
Successful sales professionals own their power. They understand how their products and services benefit their client companies. They assess cold calls from the p
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
rspective of the executive assistant and then change their cold calling script accordingly.
So how should you leverage the words of your current script?
Scrutinize your current script. Strip out the social nice
So how should you leverage the words of your current script?
Scrutinize your current script. Strip out the social nice
.
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
ties. Make certain the words are streamlined, focused, and bottom line. And make certain your tone of voice indicates that through every spoken word, politeness reigns.
Keep the scary, seemingly friendly, socia
Keep the scary, seemingly friendly, socia
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
niceties out of your cold calling presentation and be amazed at how quickly you are welcomed through the previously closed doors of the executive suites!
Forward this article to friends-they'll thank you for it
Forward this article to friends-they'll thank you for it
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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