Main Subject - Business

Consultative Selling and its cousin, SPIN selling, are newer generations of the "Needs Selling" of the 1960's. They have been in vogue with salespeople for almost two decades - with good reason. In today's business climate, Information Overload isn't just

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

a buzzword; people are overwhelmed with data. They may welcome assistance in tuning out the noise in order to tune into a viable solution to their problems. A concerned, helpful salesperson may understandably be embraced as an Advisor or Consultant.

The C

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

Examples of combination products may in

nsultative Selling Process appears well-suited to the needs and challenges of today's customers. Yet, in my opinion, consultative selling is most often implemented in such a way that it's merely a new name for the same old manipulative sales games.

Let's

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

tart with nomenclature: A salesperson who refers to her- self as an Advisor or Consultant is essentially misrepresenting her true agenda - to earn a commission. A salesperson's primary objective is NOT to 'help' her clients and customers- she wants to make

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

money. If receiving money for her sales efforts were not possible, she would be doing some other kind of work.

Real consultants and advisors charge a fee for their advice. Good advisors make *their client's* best interests paramount. How many salespeople

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

Combination pro

requently advise their clients not to buy their product or service, or to buy from their competitors?

By implication, advising encompasses full disclosure, including warnings about the 'down' sides of choosing an option. Most salespeople are very good at

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

xplaining the features and benefits of their products and services. How many salespeople disclose the detriments as well - without a prospect's prompting? Those salespeople say that their job is to emphasize the positives. Some even acknowledge that they a

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

re telling "half-truths". However, it is deceptive and unethical to "lie by omission". For the typical salesperson, it's just "part of the game."

This same old sales game is often dressed up as "Probing for Problems and Solutions" in order to help the pro

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

pect. In reality, anything we sell must meet some of the prospect's needs. It may be an explicit business need, such as reducing the volume of paperwork, or an executive's implicit want, such as possessing the latest "must-have" gadget. There's nothing wro

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

g with selling something that someone wants to buy. However, it is deceptively manipulative to "probe for hidden problems" and "identify hidden pain" without disclosing your intentions, which are to *persuade* a prospect that your product or service will a

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

leviate their newly discovered Pain. Furthermore, it is a very difficult and ineffective way to sell.

There is no probing for hidden needs in High Probability Selling. We won't even give prospects an appointment if they merely know what their needs are,

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

Following aspects would a

nd are "really interested" in meeting with us. In High Probability Selling, we distinguish between Want and Need.

A small portion of the universe of businesses and/or people will need our product/service in the relatively near future. Those that want our

dd to the challenges in developing combination products:

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

roduct/service- right now- are High Probability Prospects. We will schedule appointments with them now.

Those who will want our product in the future are part of the viable prospect universe. Many of them will become High Probability Prospects in their o

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

n time, for their own reasons. The essential difference between Consultative Selling and High Probability Selling is that we don't attempt to persuade, convince, or manipulate those prospects into Wanting. Selling that way almost always results in low clos

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

ing averages. Although many may need what we're selling, most will not buy until they decide they Want It Now. It's not just semantics- a prospect either wants what we're selling, or they don't.

Another distinction between High Probability Selling and "co

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

sultative selling'" is Total Disclosure. In HPS, honesty and transparency are core tenets of the sales process. We trust and respect prospects, and require that prospects treat us with trust and respect as well. Practically speaking, we divulge the detrime

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

Professional from academic institutions, pharmaceutical industries, health care indust

ts as well as the benefits of our product/service. In turn, prospects must fully disclose their Wants, or requirements for doing business. At each step of the sales process, the prospect explicitly states their conditions for doing business, and agrees to

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

urchase, if we can meet their requirements.

Ironically, salespeople who implement High Probability Selling usually act as advisors. Like a trusted advisor, High Probability salespeople practice total disclosure, divulging both the strengths and weaknesses

.

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

of their offerings. Because we never pressure prospects into becoming buying customers, the selling process is relatively stress-free, as dealing with a trusted consultant should be.

What kind of salesperson are you? If you're still pressuring and manipul

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

Companies that provide selfless information through particip

ting, this is probably reflected in your low closing rate. You may be playing the same old sales game while dressing yourself up as a Consultant. Maybe it's time for you to get real about who you are and what you do.

Copyright 2006 High Probability Sellin

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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This article introduces the problem-solving model as a technique for managing performance issues that are more controversial, or that are not effectively addressed through coaching or feedback.

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