Name: Joseph Minielli Student #: 804 484 301 Submitted: November 29, 2011

Table of Contents
Section A Company Profile Industry Profile Companys Major Customers Profile of Sales Person

Section B Prospecting Methods Pre-Approach Approach Needs Discovery Presentation Negotiating Buyer Concerns Closing Techniques Servicing the Sale

Section C Compensation Package Recruitment Policy and Sales Training What I Learned

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Section A

Company Profile

About Nova Biomedical Founded in 1976, Nova Biomedical is a world leader in the development and manufacturing of state-of-the-art medical devices, diagnostic equipment and specifically in vitro diagnostics. Employing over 800 people, including more than 125 scientists and engineers, Nova Biomedical occupies over 300,000 square feet of development, engineering and manufacturing space in Billerica and Waltham, Massachusetts. In addition to the Nova Max glucose monitors, we also make Stat Profile blood gas, critical care analyzers. These are blood testing analyzers used for emergency testing on some of the most critically ill patients in the hospital. We also manufacture a variety of advanced technology diagnostic products for some of the world's largest and most successful healthcare companies. Some of our customers include Abbott, Baxter, Dade, Gambro, Johnson and Johnson, Medtronic MiniMed, and Smith and Nephew. These are all companies that have a worldwide reputation for providing their customers with

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products of exceptional quality and reliability. Their selection of Nova Biomedical as a key vendor is also an endorsement of our ability to provide products of exceptional quality, reliability and value to you. Nova Biomedical is widely known as the world leader in whole blood critical care technology to hospitals because of our extensive offerings of over 46 different whole blood tests. We are proud of our reputation for providing these assays accurately and cost effectively. (Biomedical)1

Nova Biomedical Canada Ltd is a private company categorized under Hospital Equipment and Supplies, Nec and located in Mississauga, ON, Canada. Current estimates show this company has annual revenue of $2,096,000 and employs a staff of approximately 12. (Manta)2

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Industry Profile
Nova biomedical is focused mainly on their blood testing analyzers and does so by focusing mainly on health trends that follow the use of these blood testers. This is mainly based on glucometer devices; with a raising health trend of individuals with diabetes. Similar companies who specialize in these devices are also in direct competition, selling the same products and most of these products will be found over the counter on the same shelf. The main competitors for Nova Max in Canada are companies such as Bayer with the One-Touch glucometer and the AccuCheck company who focuses mainly on diabetic care.

About Diabetes: Diabetes currently affects 246 million people worldwide and is expected to affect 380 million by 2025. More than 2 million Canadians have diabetes. By the end of the decade, this number is expected to rise to 3 million. Even though diabetes affects nearly 4% of the worlds population, many people know very little about the disease. There are 2 primary types of diabetes:

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Type 1 diabetes occurs when your immune system destroys the beta cells in the pancreas that produce insulin. As a result, the body makes very little or no insulin of its own. People with type 1 diabetes must take insulin daily. Type 1 diabetes is sometimes called juvenile diabetes or insulin-dependent diabetes. Type 2 diabetes occurs when the pancreas does not make enough insulin, or the body cannot properly use the insulin it does produce. Initially, changes in diet and activity levels may control blood glucose levels. As type 2 diabetes progresses pills and/or insulin may be added to control blood glucose. Eventually, the pancreas may stop producing insulin altogether. Type 2 diabetes can affect people at any age. In both men and women, excess weight increases the risk of developing type 2 diabetes.

(Accu-Check)3

Companys Major Customers

The major customers for this company are mainly found in pharmacies, hospitals and clinic centers. Here is a list of their main customers here in Canada in order beginning from the largest scale of business: 1. Shoppers Drug Mart 2. Rexall Pharmacies ( IDA, Guardian, Phama Plus)
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3. Sunnybrook Health Sciences Centre 4. Wal-Mart 5. Zellers 6. Pharmasave 7. Sobeys 8. Metro Pharmacy 9. PharmaCare

Profile of Sales Person

Here is some information about the sales person: She went to college in Montreal taking business, then chemistry and biology courses. She worked for General Electric for 5 years. General Electric also sells hospital devices, which familiarized her with these types of devices. She worked for Nova Biomedical on and off for about 20 years. Before she was territory manager she worked on the clinical side of the business selling hospital devices. The main customers, which she personally holds strong accounts with are mainly Shoppers Drugmart, the Rexall Pharmacy family and PharmaCare pharmacies.

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Below is an organizational chart set up of the managers and sales managers in Canada. This is a chart of only the full-time employees, since there is a wide range of ongoing outsourcing and contract work being done for the operation.

3 Sales Managers

3 Sales Managers General Manager Canada National Key Acct. Manager 2 Sales Managers e National Sales Manger 4 Sales Managers

There are a set number of sales managers for each major area of the cities within Canada. In Ontario, there are 3 sales managers in the GTAs surrounding area and one sales manager in Hamilton.

(Romano, 2011)

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Section B

Prospecting Methods
For this sales person prospecting plays a major role in the acquiring of new customers within the business which she is working in. She spends about 30% of her time prospecting out in the industry, attaining new possible customers and partners for the business. Referrals: The main method of prospecting used by this sales person is the use of referrals. Referrals play a big role in this industry because Pharmacies are able to communicate with others regarding the products which she sells, especially with the larger scale customers such as Shoppers Drug Mart. The communication and referrals from one store location to another is extremely important, especially when the referrals deal with not only the product but about the sales person themselves. Trade Shows and Special Events: Through diabetic trade shows such as CDA (Canadian Diabetes Association) conferences and also special events held by them, allow the sales professionals and medical experts to gather and sample products based on each company in the industry. Through these events, contacts could be made and potential customers may be found.
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Networking: A great deal of networking is important for this sales person for getting in contact with other diabetic specialists and medical professionals who could in turn connect her with other people in the business. Knowing people in this business is important to the success of her sales and who she may come into contact with. Educational Seminars: These seminars are held and organized by the sales managers themselves and nurses are hired to demonstrate the products and potential customers are able to learn more about the products. Qualified prospects are mainly those who have the need and willingness to buy the product. These consist of mainly the larger Pharmacies or Medical firms, who do have the financial capacity to continually purchase the products and have reputable business for these products to liquidate. Also, those whom have the available physical space for the product are important for the business.
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(Romano, 2011)

Pre-Approach
Before meeting with the customer, some records about the customer were pulled up. Inside that record was a list of the products which were currently being sold by our company and also notes taken from the last time there was a meeting with this prospect

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on her Tablet PC. Also, in this record is a list of the numbers of product which this customer has already sold to date. This sales person makes a few notes about what she will cover and writes up her goal of how many glucometers she wants to sell to this customer. Also, there were some advertisement posters and event plans which were created for a Diabetic Education Clinic which was to be held at the Weston PharmaCare the following week. This specific location is located in a large medical center where there are many people going in and out, throughout the course of the day.

Approach
Date of job shadow: The date of this job shadow was Wednesday November 15th 2011. The customer was the Owner and Pharmacist of this Weston PharmaCare location. This customer was also one of the top sellers of these Nova Max glucometers and has a strong partnership with the sales person, as they both contribute to the success of each other. This customer seemed to be quite friendly to the sales person. It seems they were long time friends and not to mention, the sales manager knew what type of coffee he liked and purchased it right before we entered the store. Also, we walked right into the office and I was offered something to drink by this kind, professional business man. A brief introduction of small talk is what started the conversation of this meeting. They spoke
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about both of their experiences over the past few months, in the pharmacy industry. Also, they spoke about how business was going for each of them and how they feel about the way things are going with the diabetic market in the specific area of where the store is located.

Needs Discovery
The sales person was able to effectively identify the customers needs by asking a good set of questions. It began with the typical survey questions based on the current situation of this pharmacy owners business, which would determine how much more of the product he will need to purchase. The main purpose for identifying the customers needs was to determine whether he will stay with the current products and keep the same test strips used for the glucometer machines, or move to the newer technology. This is because there are newly designed test strips compatible with the new product from what I understood. Also, the sales rep wanted to know how many more machines he would have to purchase, based on how many are needed for his pharmacy.

Specific questions like How many of these strips and glucometer packages are being sold in this location weekly? and So, you are saying that so many are going out each week and you think more is necessary? She was very alert and tried to understand and
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check for understanding as much as possible to make the Pharmacy owner feel comfortable. She practiced active listening and pretty much let him describe everything then she worked to build upon what he needed and what he needed was more test strips for the glucometers which he was selling.

Presentation
The sales person presented the new test strips to the customer and explained to him the difference between these ones and the old ones and explained to him what had changed in the transition to these new ones. The new strips presented by the sales person for the glucometer now took the blood taken from the patients finger and turned it blue because of some chemical in the new test strips, which meant the blood sample could be more accurate. The previous strips took a more general sample of blood, but this new technology would make the way blood is taken and put into the machine better and more effectively.

To the left is a picture sample of the test strips used for the presentation by the sales person to the pharmacy owner. There is also a picture of the Nova Max Plus glucometer, which the sales manager sells.

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Negotiating Buyer Concerns

There were two specific concerns raised by the pharmacy owner about this product which were raised in the conversation: Firstly, there was a concern about the price of the product because it was now going to cost more for the customers who need to purchase the test strips to go with the machine. The sales person seemed to be prepared for this one and told him that the company had already planned for this and that they would now be sold with the machine itself in a larger case at a fixed price. The customer will only need to purchase new test strips when the initial ones had run out, but once they become familiar with the new strips they will find them easier to use and will find that a few extra dollars spent on the new products would be worth it. Also, he was concerned about whether people would like the idea of these new test strips since they were usually aged people who are unfamiliar and wouldnt understand why they need this new technology. The sales person dealt with this one by explaining to him the main benefit of the product, which is to give diabetic customers a more exact result on their blood sugar levels. She assured him that people with diabetes need better results and care about the results they are getting. Those who care about this

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may not mind the change, but rather like the idea of better results and a new way to check their blood glucose levels. I believe that these concerns were dealt with in an effective manner because the sales person gave him confidence and let him see the positive in the situation. This made the pharmacy owner have a better idea about the product and made him feel like this could be a good idea overall for his diabetic customers.

Closing Techniques
The sales person attempted to close the sale in two different ways combined, when sealing the deal with the customer. Firstly she negotiated the tough points before making the close, by reasoning with the situation in a win-win perspective by confirming the value in the product for the pharmacy, due to the main points she made earlier on the benefits of the product. Secondly she was also very much using the direct appeal, being very straightforward with what she wanted and let the customer know clearly that she wanted to seal the deal. She also made the assumption that the customer wanted to make the deal because she asked him how many he wanted to purchase for his first round of the new product. All of this was done in a very friendly and professional manner and both the store manager and sales manager seemed very open with each other. When the sale was
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about to close the pharmacy owner told her to bring in as many as she thought was necessary, this means that there was also trust in this relationship, which helped the close to transition more effortlessly.

Servicing the Sale

After making the sale, the sales manager provided the customer with the specific time which the products could be delivered during the week. Also, there was a discussion about setting up a clinic outside the pharmacy, where a nurse would come and provide the customers with education about using the new test strips with the machines. This displayed the adding value through the offer of training in the use of the product, which seemed to be a key point in the servicing of the sale of this product. There was also a date made for follow up with the Pharmacy owner, to see how things are going with the product, with a personal visit. She also planned to make a phone call to the customer on the day which the products were to be delivered into the store. This sales person spoke about the importance of following up with the customer, being the best way to keep in contact and keeping up to date with the customers as a professional sales person. She said that one of the most important things to do is following up with the customer after sales are made to maintain a good image with the customers who should continue to buy the products.
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Section C

Compensation Package
The territorial sales managers are paid by salary, as well as quarterly bonuses and annual bonuses which are individual or team bonuses based on performance. Benefits include: drug plans, dental, vision Care, orthotics, massage therapy and also RRSP contribution benefits.
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The salaries for sales people in this company range from $50,000-$70,000

(Romano, 2011)

Recruitment Policy and Sales Training

This company hires business professionals who have experience and have worked for a number of years in the medical or pharmaceutical industry. Also, the sales people who are qualified to sell these products must also have a university degree and have diabetic training certification. Furthermore, this company mainly uses sales people who actually know the business they are selling to. This is important for the success of the sales

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people and the company and is a major aspect looked at in the resumes of possible Sales Manager candidates.
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(Romano, 2011)

What I Learned
The complete process of researching information of this company, the interview and the job shadow itself. I was learning of how the sales people involved are practically doing professional selling in their day to day activities. I was very impressed with the sales person whom I was with as she outlined clearly what a sales manager should do to help her company keep the ball rolling in the Pharmacy and Diabetic care industry. This is what helped me to really enjoy the Job Shadow and all it had to offer to my experience. This was a very fulfilling experience to me and helped me to understand the course material more practically, because I chose a company who follows these professional standards which lead to their success. I would definitely like to work for this type of company in the future, whether it is in sales or in another part of the organization. I felt this company and its members have a strong idea of what it means to do business. Their sales force have a good work ethic and are dedicated to the business because of the passion they have to sell the business. As a business student I personally would like to be in this type of environment and
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setting with this type of company, after some training, certificates on diabetic care and a degree of some sort, of course.

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Bibliography
1

Biomedical, N. (n.d.). Novacares. Retrieved November 15, 2011, from novacares.com:

http://www.accu-chek.ca/ca/en_CA/basics/whatisdiabetes.html
2

Manta. (n.d.). manta resources. Retrieved November 15, 2011, from manta.com:

http://www.manta.com/ic/mt6bcx4/ca/nova-biomedical-canada-ltd
3

Accu-Check. (n.d.). accu-check. Retrieved November 16, 2011, from Accu-check.ca:

http://www.accu-chek.ca/ca/en_CA/basics/whatisdiabetes.html
4

Romano, N. (2011, November 15). Company Information and Related Data Neccessary for Project. (J. Minielli, Interviewer)

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