From the simplest methods of modern marketing to the most advanced, activating sales is above all a matter of people.
When the pharmacy team works every day for a common purpose, for a common goal, the impact on sales growth is evident!
Whatever the responsibility of each team member, these people must share the same passion and take on the same challenges.
They have to create and maintain by all means, a loyal pharmacy clientele, based mainly on health advice and excellent customer service.
These are the most important elements in order to increase your sales.
Thanks to the teamwork and the team spirit instilled by the pharmacist, positive results will come and the efforts should be rewarded.
Here, we will outline 8 key areas that will help you grow your sales.
1. Product promotions
Organizing product promotions in your pharmacy will help you show your ability as a pharmacist manager to offer combination of quality services and advice, along with the product offers and freebies.
It is an excellent strategy to differentiate, improving the pharmacy image among the other pharmacies in the area.
The aim of the promotions is to increase the number of customers coming to the pharmacy and, consequently, to increase sales.
2. Smart shopping incentives
You may help promotion efforts by adopting the "monthly discount coupon" technique.
Choose 4-5 seasonal non-drug products, preferably FMCGs, that your customers are familiar with and create a discount coupon, while placing them in a prominent place your pharmacy.
Display a clear discount message for a limited time period e.g. two weeks or a month.
All you have to do is distribute the coupons to your potential customers, in-store or electronically.
3. Capitalize on brands’ advertising campaigns
An intense TV advertising campaign certainly increases the demand for the product.
But it is also an opportunity for the pharmacy to increase its sales and to highlight its professionalism, while creating its own communication for the advertised product.
Once again, the pharmacy team plays a "key" role here.
These campaigns, whether related to O.T.C products, or cosmetics or other non-drugs, provide the team the opportunity to talk to the customer about pathologies, beauty needs and more...
So many opportunities to highlight your role in listening to the client, advising him and guiding him in health and beauty!
4. In-store brand promotions
When you plan brand promotions in your pharmacy with brand promoters, you should have the consent of the pharmacy employee in charge of this particular sector.
This requires careful handling by the pharmacist and a mutual commitment of all to support common business goals.
The pharmacy team’s goal is to understand, accept and maximize the performance of the brand's promoters, since a well-organized promotion by a professional promoter who knows the product and has expertise in sales and customer communication techniques, increases the sell-out even further.
5. Product Merchandising
The right product merchandising can positively affect sales results.
- Be sure to place the brands and products that you want to sell-out in the “hottest” parts of the pharmacy.
- Change the layout of products and brands on the shelves periodically, once or twice a year.
The customer's eye is used to “catch” them in the same place and does not pay attention to them most of the time. A change will surprise your customers.
- Develop special display spaces on gondolas.
- Take advantage of the space behind the counter, for displaying advice products e.g. OTC drugs, rather than medicine drawers.
- Arrange the products per category on the shelves, in order to make it easier for the customer to locate.
6. Motivate your employees
Motivated employees undoubtedly lead to increased sales.
Incentives are usually team cash bonuses at the end of a period (quarter or year) or individual bonuses for shorter-term goals, depending on the responsibility of each employee.
The impression that competitive salaries are enough to motivate employees, usually do not, as salaries are taken for granted.
On the contrary, bonuses and prims, provided that a specific goal has been set, always motivate employees because they see them as a challenge.
7. Sales and customer communication techniques
Undoubtedly, the customer consulting approach by the pharmacy team, is an important asset and a service that creates loyal customers, since it highlights the scientific aspect of the pharmacy and consequently increases sales.
But in order to "dare" to advise the customer, one must have the appropriate training not only in the products, drugs or non-drugs, and the relative pathologies, but also in counseling patient and customer communication techniques.
The most important action here is to initiate a conversation with questions and actively listen to your customer.
"Actively listening to the customer" and analyzing the data and indicators he gives you, will allow you to shape your verbal communication according to his needs.
This very important action will build trust and strengthen your relationship, before you even suggest a solution.
By showing to the customer that you are interested in him and his issue, will make him feel important and accept that your following product proposal is to his health benefit.
8. Combined sales
In order for you and your team to succeed, you must present to the customer a convincing scientific argument for the products you recommend.
The most effective method is to compile supplementary sentence plugs per case.
Choose 10 common health problems and 5-6 common beauty needs.
Make corresponding tables, where the basic products for each problem are mentioned.
Rest assured that with such written information, people assimilate information more easily and record it in their mind, so that they can use it at any time in their communication with the client.
Another very important preparation that helps in successful complementary recommendation, is the proper merchandizing of the products on the shelf.
Creating sections on the shelves by pathology, facilitates both the pharmacy consultant and the customer.
Prescription drugs are also an important means of initiating dialogue with the client towards a complementary recommendation (cross-selling).
For example, while executing a drug prescription for leg blood circulation, you can suggest a relief gel for heavy legs and calves, along with special elastic pantyhose or restraint socks, always explaining the added benefit.
Try some or all of the above and notice your sales growth!