BD Salesperson engages with many different Prospects which have different Buyer Personas and Communication Types from many countries wanting different products. This guideline is to provide guidance in communication methods, key questions to ask and information to relay internally for effective verification of a Prospect.
Prospect’s Communication Type
From the first email replies received from the Prospect, Salesperson can categorize prospects based on their Communication Types, primarily identified as one of the following:
a. DETAILED AND RESPONSIVE
Description: Answers each question meticulously and provides useful information with details.
Strategy: Start with easy questions. Assure our interest to work with them when asking for further elaborations. After the initial couple of emails, try to wrap up all remaining questions in the least number of emails.
Note: Lead time should be short if asking the right questions.
b. SHORT BUT RESPONSIVE
Description: Provides answers to most questions without providing much details. Prospect may seem either not interested or not experienced although responsive.
Strategy: Look up for details in the email, such as website, company profile or other information that can provide more background to the prospect’s company. If not present in the emails, ask them to attach these details. Apply this information when asking questions. Ask questions that are less open ended (eg. Can you meet this MOQ? Can you do 2-3 orders per year of this quantity after registration?).
Note: Prospects may lose interest quickly if they perceive that there are too many questions asked. Shorten the lead time as much as possible for Prospects with substantial company background. Focus on showing the advantages we can offer and justify the process and why we need to first get some basic answers.
c. DETAILED BUT UNRESPONSIVE
Description: Long emails that are irrelevant to the questions asked, often talking about “big opportunities” in working together.
Strategy: Do not engage in the unrelated discussion. Reply in no more than 1-2 sentences and take the focus back on the Verification Process. Communication may go back and forth for some time, but the prospect will likely continue to engage.
Note: Focus more on getting verification process results rather than shortening lead time.
d. SHORT AND UNRESPONSIVE
Description: Very short emails that provide minimal information of the Prospect or their inquiry. Difficult to communicate with as their main focus is to get the product prices.
Strategy: Be assertive and let them know that in order to start cooperation, we will need further information from them. If they are unable to provide long emails to clarify their intentions, try to engage via phone call/WhatsApp to gauge the client’s knowledge/experience in the industry.
Note: Focus more on getting verification process results rather than shortening lead time, but do not spend too much time if Prospect is showing no interest in putting effort.
Verification Guideline
Depending on the type of inquiries, BD Salesperson can use the following key questions to verify the Prospect’s capability. Note that these questions are merely a guideline to handle each Prospect. It is important that depending on the communication type of the Prospect, BD Salesperson can maneuver the situation to obtain the information required below without necessarily having to ask each question every single time.
a. ORDER (No Registration)
Company Verification:
• Company background: Start-up, Growing, Established.
• Company Export/Import experience: Related/Non related products, from which countries.
• Distribution: distribution channels (hospitals, pharmacies, retail shops, etc.).
Questions:
1. What is your company’s legal name and address? How long has your company been in the [pharmaceutical, medical device, supplements, veterinary medicine] field?
2. Have you imported [pharmaceutical, medical device, supplements, veterinary medicine] products before and if so, from which countries?
3. Where do you primarily sell your products to? Hospitals, pharmacies, retailers?
4. What is the annual sales turnover of your company? If in a different business than pharmaceutical, then turnover for the entire company and also for the pharmaceutical division?
5. Please provide a 1 paragraph summary of how you intend to distribute AdvaCare products in your market.
b. REGISTRATION
Company Verification:
• Company background: Start-up, Growing, Established.
• Company Export/Import experience: Related/Non-related products, from which countries.
• Company Registration experience: Related/Non-related products, from which countries.
• Distribution: distribution channels (hospitals, pharmacies, retail shops, etc.).
Questions:
1. What is your company’s legal name and address? How long has your company been in the [pharmaceutical, medical device, supplements, veterinary medicine] industry?
2. Have you registered [pharmaceutical, medical device, supplements, veterinary medicine] products before? What are they and from which countries?
3. Are you currently distributing [pharmaceutical, medical device, supplements, veterinary medicine] products? If so, from which countries are you supplying these products?
4. What is the annual sales turnover of your company? If in a different business than pharmaceutical, then turnover for the entire company and also for the pharmaceutical division?
5. Please provide a 1 paragraph summary of how you intend to distribute AdvaCare products in your market.
Registration Cost & Deposit Verification:
• Registration processing time.
• Non-refundable deposit confirmation based on registration requirements (CTD, legalization, samples, etc.).
• Inspection cost confirmation (if inspection is required by Prospect’s country MOH).
• Refundable deposit confirmation (only applicable on easy Medical Device registrations, deemed very promising Prospect or if BD Supervisor approves).
Questions:
1. How long does registration usually take after submission?
2. As your country requires registration, in order to initiate the registration process, we always ask for a deposit which is related to sample production/document legalization/notarization etc. We must be sure that you on your end are committed to providing before preparation for registration is initiated. This deposit will depend on the products to be registered, but it is our policy to have a financial commitment from every new importer. Some information regarding the related costs include the following:
•
BE studies cost...
•
CTD dossier costs…
• [Legalization, Notarization] costs US $[XXX]/document. If required, the cost of [legalization, notarization] will be as follows:
[X] documents x US $[XXX] = US $[XXX]
• Sample production, packaging and courier cost will depend on the final product list and quantities. We will let you know of the actual cost when the product list has been finalized.
• Kindly also confirm if Site Inspection visit by your local MOH will NOT be required.
Please note that if all of the above are required we would charge you the total cost in the deposit which we require prior to starting the registration process, kindly confirm that this is acceptable and we can proceed further.
3. As Site Inspection will be required in your country, please note that costs related to inspection due to be paid to the MOH is also the distributor’s responsibility. Kindly confirm if you can accept to cover the inspection cost.
4. Registration deposit of US $[XXX] product. *
This deposit will be refundable with the first order of these products after registration completion. **
* Only applicable for when actual deposit does not include high costs such as CTD dossier, BE studies or samples.
** Only applicable on easy Medical Device registrations, deemed very promising Prospect or if BD Supervisor approves.
Product Verification (for India/Special GMP products):
• First order estimated quantity.
• Annual projected quantity.
• Target price.
Questions:
1. Kindly advise the estimated quantity for the first order of this product.
2. Kindly advise the projected quantity for the first, second and third year of this product. of each product in Y1, Y2 and Y3 (if possible) of these products. Or you may give me a rough estimate of annual Y1 quantity, and the projected growth YoY (for example, 20%).
3. Please advise if you have any target prices for this product.