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Main Subject - Selling with Tailored Benefits
We all know that a specially tailored suit is made just for you and fits you perfectly. The only problem is that it is more expensive. In selling, particularly rapport selling, where we always put our customer first, tailoring your product benefits to them just has to happen. And we don’t charge more for this…it’s all part of the service.
Anyone who has been involved in selling, or ha
Anyone who has been involved in selling, or ha
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
s read a book on selling will know about benefit selling. It is as old as Rock ‘n Roll, first being taught in the late 1950’s and early 1960’s. We need to move with the times and into the 21st Century. Here we must still benefit sell but now we must really concentrate on making those benefits fit the customer just like a tailored suit.
When do we do this?
This is the important bit act
When do we do this?
This is the important bit act
; 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
ually…not the selling of benefits as most salespeople can do that side.
Three things must happen first and by the way, these three things can happen over a 2 minute conversation or a 2 hour interview. We can only benefit sell:
1. Once we’ve relaxed the customer
2. Once we know exactly what our customer’s needs and wants are.
3. Once we know what kind of person they are
The o
Three things must happen first and by the way, these three things can happen over a 2 minute conversation or a 2 hour interview. We can only benefit sell:
1. Once we’ve relaxed the customer
2. Once we know exactly what our customer’s needs and wants are.
3. Once we know what kind of person they are
The 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.
ther day I had to call into my bank to pay in a cheque. I very rarely call in to the branch these days as I usually use their internet site and the cash machines. There I was at the counter expecting a very quick transaction and I would be out of there.
The cashier took my paying in book and cheque and got on with the transaction. As she got on with it, she looked up at me and smiled.
The cashier took my paying in book and cheque and got on with the transaction. As she got on with it, she looked up at me and smiled.
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
“Do you know this lovely weather is getting all my customers talking about their holiday? Have you got yours booked?”
“Yes we have – we’re going to France again this year…and looking forward to it to.”
“May I ask Mr Archer…(looking for my non verbal agreement)…how do you take your spending money with you?”
“We use the French cash machines…they’re very convenient.”
“They are, aren’t
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
they, and especially as we have such an enormous network of machines to use. I’m glad you use them. Have you experienced any problems or downsides?”
“Not really – sometimes the machine is a drive away and you do have to plan to pick up the cash. Oh and also you tend to carry around large amounts of cash.”
“Oh I see. Can I ask…what else worries you about taking money abroad? “Uhm…Be
“Not really – sometimes the machine is a drive away and you do have to plan to pick up the cash. Oh and also you tend to carry around large amounts of cash.”
“Oh I see. Can I ask…what else worries you about taking money abroad? “Uhm…Be
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
ing cut short I suppose, if you lose your wallet – that really would be a nightmare.”
“Have you considered our Travellers Cheques?” she asked, “Ours can be used in shops, supermarkets, restaurants without the need to cash them in. For you, Mr Archer, that would mean you wouldn’t have to make a special journey into town to use a cash machine.”
She added, looking at my facial reaction.
“Have you considered our Travellers Cheques?” she asked, “Ours can be used in shops, supermarkets, restaurants without the need to cash them in. For you, Mr Archer, that would mean you wouldn’t have to make a special journey into town to use a cash machine.”
She added, looking at my facial reaction.
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
Clever girl as she was looking for some form of interest in my face.
“And, as might know, our traveller’s cheques have a refund feature so that you could have them replaced really quickly if you lost them…or they were stolen.”
She said with a low pitched voice. She looked at me…I looked at her. She looked at her computer and added…
“And I see Mr Archer, you rarely call into the bra
“And, as might know, our traveller’s cheques have a refund feature so that you could have them replaced really quickly if you lost them…or they were stolen.”
She said with a low pitched voice. She looked at me…I looked at her. She looked at her computer and added…
“And I see Mr Archer, you rarely call into the bra
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
nch. Our traveller’s cheques can be ordered on line, so you can buy them alongside your normal on-line banking. That would be easy for you wouldn’t it?”
She was good this cashier, even a testing close at the end. And what she said made sense and it appealed to me. “Yes I will; thank you for bringing it to my attention.”
The cashier did the three things and the last one, knowing the
She was good this cashier, even a testing close at the end. And what she said made sense and it appealed to me. “Yes I will; thank you for bringing it to my attention.”
The cashier did the three things and the last one, knowing the
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
kind of person I was, she observed from the computer records, so the last benefit was tailored to suit the kind of person I was. All very clever, so let’s find out a little more of what she did
How to Sell Product Benefits
The trick here is to keep it simple and short, especially where the customer can’t give you much time. So you can order the cheques using the website Many people u
How to Sell Product Benefits
The trick here is to keep it simple and short, especially where the customer can’t give you much time. So you can order the cheques using the website Many people u
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
e the acronym FAB, which always reminds me of that 1970’s ice lolly.
• Feature
• Advantage
• Benefit
First find a feature of your product which is something that it does. Think of anything right now around you. The computer lets you play songs, for example. The light above you shines out a 100 watt beam. The mobile phone takes calls from all over the world.
These are just
• Feature
• Advantage
• Benefit
First find a feature of your product which is something that it does. Think of anything right now around you. The computer lets you play songs, for example. The light above you shines out a 100 watt beam. The mobile phone takes calls from all over the world.
These are just
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
features, things your product does. If it had packaging, then it would “tell you what it does on the tin”.
Remember our cashier – she spoke about travellers cheques being used in shops, having a refund policy and being able to be bought on line. Next we need to think of an advantage of this feature and some features have several advantages. The computer’s ability to store songs means
Remember our cashier – she spoke about travellers cheques being used in shops, having a refund policy and being able to be bought on line. Next we need to think of an advantage of this feature and some features have several advantages. The computer’s ability to store songs means
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
you can save space by not storing CDs, you can listen to all your music at anytime whilst working, you can buy more songs on the internet…and so on.
Now this is where some salespeople go adrift with benefit selling. They get carried away and excited about the good things around their products. And they know them off by heart and they rattle them out with gusto, given the opportunity.
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
Now I store all my CDs on my computer, like many others of you. But I still keep my CD collection stored in my house and I never buy music downloads, preferring to buy my own CDs and rip them onto the computer. So only 1 out of those 3 advantages appealed to me. It’s this shotgun gun approach that is so dangerous. Blasting out a mass of pellets so one or two might hit the pheasant is
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
very time consuming.
Rather find one advantage that you know would appeal.
Which brings us onto benefits. The oldest US West Coast radio station…WIIFM…broadcasting just to you. It’s rather a clich? now but still relevant. WIIFM – what’s in it for me.
Think of what the customer really wants and how this advantage will work for them. Remember our cashier friend. She said.
“For you
Rather find one advantage that you know would appeal.
Which brings us onto benefits. The oldest US West Coast radio station…WIIFM…broadcasting just to you. It’s rather a clich? now but still relevant. WIIFM – what’s in it for me.
Think of what the customer really wants and how this advantage will work for them. Remember our cashier friend. She said.
“For 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
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
, Mr Archer, that would mean you wouldn’t have to make a special journey into town to use a cash machine.”
“And, as might know, our traveller’s cheques have a refund feature so that you could have them replaced really quickly if you lost them…or they were stolen.”
These two advantages were given to me because earlier, I had expressed this as a concern or an issue or a need or a want. So
These two advantages were given to me because earlier, I had expressed this as a concern or an issue or a need or a want. So
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
you can see why the chat earlier was needed. Notice also she used a bridge which linked the feature to the benefit. She used “that would mean you” and “so that you”
Other bridges:
• “Which means to you”
• “To allow you to”
• “Therefore you”
But the cleverest part of the cashier’s selling was the last benefit. This one was really tailored to me. This one was tailored beca
• “Which means to you”
• “To allow you to”
• “Therefore you”
But the cleverest part of the cashier’s selling was the last benefit. This one was really tailored to me. This one was tailored beca
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
use it took into account the type of person I am and how I like to operate as an individual.
There are various ways to do this…but when you start doing it, it makes a really big difference. Our cashier found out about my individual banking practises by checking the computer and she linked this to the on-line feature of the traveller’s cheques.
“And I see Mr Archer, you rarely call into
There are various ways to do this…but when you start doing it, it makes a really big difference. Our cashier found out about my individual banking practises by checking the computer and she linked this to the on-line feature of the traveller’s cheques.
“And I see Mr Archer, you rarely call into
.
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
the branch. Our traveller’s cheques can be ordered on line, so you can buy them alongside your normal on-line banking. That would be easy for you wouldn’t it?”
Finding out a little more about the type of person the customer is can be a little tricky in a bank counter…but then again bank customers often call in regularly so you can get to know them over time. You can get to know their
Finding out a little more about the type of person the customer is can be a little tricky in a bank counter…but then again bank customers often call in regularly so you can get to know them over time. You can get to know their
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
habits, likes as a person, rituals and these things can help you really tailor your benefit selling.
Remember do those three things first – relax them, find out their needs/wants and find out about them as a person. Then pick a feature, take an advantage that might appeal and bridge it to a benefit for them. And seriously this year, I will be taking a supply of traveller’s cheques too
Remember do those three things first – relax them, find out their needs/wants and find out about them as a person. Then pick a feature, take an advantage that might appeal and bridge it to a benefit for them. And seriously this year, I will be taking a supply of traveller’s cheques too
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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