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Main Subject - What is Persuasion?
Many people often ask me what my definition for persuasion is.
So let me give you a rough guide of what I believe persuasion to be. First of all, persuasion is the act of getting someone to take a particular action or to change a particular belief.
What I mean here is,
So let me give you a rough guide of what I believe persuasion to be. First of all, persuasion is the act of getting someone to take a particular action or to change a particular belief.
What I mean here is,
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
for example in sales, the biggest thing in sales we want is people to buy from us, we want them to take the action of actually deciding, making the decision and following through, paying us money in cash or credit card or signing up for terms. They’ve made the decision an
; 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
they have followed through on that decision to take action.
What you have to understand is that decision alone is not enough. Often people make decision but they don’t follow through, so true persuasion is getting people to follow through rather than just making the dec
What you have to understand is that decision alone is not enough. Often people make decision but they don’t follow through, so true persuasion is getting people to follow through rather than just making the dec
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ision.
The second thing that persuasion is, relates to beliefs. When we persuade someone at a higher level then just decision and action we actually change their beliefs about something - this is what the best the sales people do consistently.
If for example, you went t
The second thing that persuasion is, relates to beliefs. When we persuade someone at a higher level then just decision and action we actually change their beliefs about something - this is what the best the sales people do consistently.
If for example, you went t
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
a BMW store, we found the best sales person in BMW what we’d find is that if we put the average Mercedes customer in front of him , then he would be able to persuade that person to believing that BMW is actually a better make of car than Mercedes Benz.
So what he’s doi
So what he’s doi
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ng is not just getting the person to make a decision and follow through an action but he‘s also getting them to change at their belief level. At an even higher level of persuasion, is where people begin to change their identity level. If we look at cults, people ask me “A
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 the cults persuasive?”
Yes, one of the things that makes them so effective is that they get people to make a change at an identity level till they see themselves as being the type of person who is congruent and fits in with a certain type of people. This is the reason
Yes, one of the things that makes them so effective is that they get people to make a change at an identity level till they see themselves as being the type of person who is congruent and fits in with a certain type of people. This is the reason
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
we have cults and this is the reason why no matter what you legislate or what you do you‘ll always have people joining groups like that. It’s persuasion at one of the highest levels.
Now, it doesn’t always mean that this level of persuasion is bad, many religions work on
Now, it doesn’t always mean that this level of persuasion is bad, many religions work on
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
the same way as well. People are being persuaded to believe that they are a certain type of person. Think about it, people describe themselves as being Christians, as being a Muslim, as being a Jew. This is one of the examples that their change is not just at the belief l
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
evel, it is actually an identity level.
Now, we can apply this to a product. We were talking about a BMW sales person persuading an average Meredes owner, what if I changed it to a hard core Mercedes owner. Would that person be as easy to persuade as average person? NO t
Now, we can apply this to a product. We were talking about a BMW sales person persuading an average Meredes owner, what if I changed it to a hard core Mercedes owner. Would that person be as easy to persuade as average person? NO t
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ey wouldn’t; the reason why is, at an identity level see themselves associated with Mercedes Benz cars, when someone associates themselves at a identity level its much harder to change them.
That’s the reason why we have smokers who will refer to them self as I’m a smoke
That’s the reason why we have smokers who will refer to them self as I’m a smoke
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
and those people are going to find it much harder to change their behavior. Think about it, what is smoking? It’s a behavior no one is a ‘smoking’ , it’s a behavior that a person can do.
One thing you must understand is that you need to think what your beliefs and ident
One thing you must understand is that you need to think what your beliefs and ident
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
ity levels are, because its going to be much harder for you to persuade yourself to change them if you keep holding on to them at an identity level.
So what is persuasion? Persuasion is a number of things.
1. The first level it is getting people to make a decision.
2.
So what is persuasion? Persuasion is a number of things.
1. The first level it is getting people to make a decision.
2.
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
he second level is getting people to follow through and take action.
3. The third level is getting people to change their actual beliefs about something.
4. The Fourth level is getting them to change their identity of how they see themselves in association to this part
3. The third level is getting people to change their actual beliefs about something.
4. The Fourth level is getting them to change their identity of how they see themselves in association to this part
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
icular belief or product or idea.
So think about that when your out there dealing with your customers and dealing with people your trying to persuade. What specific one decision you want them to make? What action and follow through you want to get from them and then perh
So think about that when your out there dealing with your customers and dealing with people your trying to persuade. What specific one decision you want them to make? What action and follow through you want to get from them and then perh
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
ps start to think about what beliefs could you change and finally what identity could you create for them to change. If you think about t, Marketing is really aiming for the higher levels not just for the lower levels. Branding, the whole concept of branding is really mak
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
ing your brand so that people are associated to it at an identity level, at least the best forms of brands are doing that kind of thing.
Remember as a sales person you need at least the first two levels and preferably the third level, first is getting them to make a deci
Remember as a sales person you need at least the first two levels and preferably the third level, first is getting them to make a deci
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ion, second is to follow through thirdly you want them to change their belief.
The problem that can occur that if you don’t have them change their belief, then they don’t have the conviction about your product. Later on they may change their mind about buying your produc
The problem that can occur that if you don’t have them change their belief, then they don’t have the conviction about your product. Later on they may change their mind about buying your produc
.
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
t they might even actually think they made the wrong decision buying your product. This is one of the most common and also the most costly mistakes sales people can make.
So think about those four levels of persuasion and when you’re out there and actually selling your i
So think about those four levels of persuasion and when you’re out there and actually selling your i
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
eas and products to people and think about how you can implement them in your actual sales process, this is on of the key aspects I teach I my Persuasion Sales training programs. I go through the four levels of persuasion and give people the techniques to reach each level
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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