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As you can imagine, I am often asked by sales leaders, anxious to recruit the best salespeople they can afford, just what is it that makes a consistently top performer, what are

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

their characteristics, where are their strengths and what differentiates them?

Over the past twelve years I have trained and developed thousands of sales professionals, from fou

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

Examples of combination products may in

ndation right up to “master craftsman” level and this has given me the opportunity to formulate an accurate profile of a Top 5% Achiever.

So What Is It That Top 5% Players Do

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

They:

• Position themselves with the real decision-makers and avoid those without ‘approval power’. They are able to first identify and then access the formal decision mak

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

ing unit.

• Not only get the order but a satisfied customer, repeat sales, enthusiastic reference sites and constantly increase sales penetration within their accounts.

• Know

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

Combination pro

ow to minimise the uncertainties of a cold call on a new account, by careful planning and rigorous opportunity assessment.

• Recognise when to treat an old account as a new pros

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

pect and keep the relationship fresh, alive and maintain profitability

• Never entertain business they do not want because they recognise that it takes just as long to work an u

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

nprofitable opportunity through the sales funnel, only to lose it at the death, as it does a profitable one. They trust their own judgement but also rely heavily on objective ass

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

ssment.

• Readily identify and know how to deal with the four different buying influences present in every sale i.e. Economic Buyer, Technical Buyer, User Buyer and Ally.

• Un

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

derstand how to prevent sales from being sabotaged by an internal enemy. They insulate themselves by developing strong allies within.

• Are able to recognise fail-safe signals t

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

at indicate when a sale is in jeopardy. This comes from experience but also information supplied by their allies.

• Are rigorous in tracking account progress and are able to acc

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

Following aspects would a

urately forecast future sales because they use proven methodology, which allows them to weight every opportunity in the pipeline

• Avoid ‘dry-months’ by allocating time wisely t

dd to the challenges in developing combination products:

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

o their critical selling tasks i.e. Prospecting for new business, covering the bases with existing opportunities and finally closing the best few.

We can then go further by i

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

entifying eighteen core competencies in which Top 5% achievers generally excel:

• Organisational Skills

• Communication

• Presentation Skills

• Business Development

• Op

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

portunity Assessment

• Interpersonal Skills

• Creative Thinking

• Critical Thinking

• People Awareness

• Integration Skills

• Resilience

• Strategic Approach

• Pro-Activi

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

y

• Negotiation

• Key Account Management

• Team Membership

• Process & Methodology

• Political Awareness

In Summary:

The very best sales performers do not achieve t

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

Professional from academic institutions, pharmaceutical industries, health care indust

hat status overnight. They work tirelessly to develop and hone their skills-sets, insist on regular top-up coaching and seek out those who are outperforming them, so that they ma

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

y learn and improve still further. They have an unquenchable thirst for knowledge of their industry and sector. Finally, they concentrate on eliminating any weaknesses and are an

.

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

ious to be assessed and receive feedback on a regular basis.

If you would like to learn more about accurate, objective, leading-edge sales team assessments and performance audit

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

Companies that provide selfless information through particip

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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The books have crowded the shelves of so many people these days. And that’s a good indication that even though there’s the internet at hand, still there are people who are interested in reading in print. If you’re a book lover, there are so many options of books for you to choose from. But if you’re into book publishing, you’ve got to face the fact that the competition in the market is getting tighter and tighter.

The whole foundation might collapse at this rate, and we would have to devise a new set of criteria of intake. But till that time comes, we would have to find a breather in this choked world.

Basic advice for For graphic designers, photographers and those who want to be in print. Here's some advice for preparing your photo files for your printer.

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