One of the biggest challenges for a pharmacy business is that no one likes to sell.
It seems to be part of our psyche that if you are selling anything, it equates to a used car salesman selling a lemon dressed up as a Cadillac.
In other words, selling is perceived as trying to get people to do something that is not in their best interest.
No wonder we resist it!
And the problem is we are so busy avoiding selling that we are often not providing our customers with all the value we have to offer.
If you want to increase your sales, don’t train your pharmacy to sell; teach them to solve problems and offer solutions.
Problem Solvers and People Pleasers
In many cases, patients don’t even know how to think about what you have to offer, much less know how to choose it.
For example, a patient who has just been diagnosed with diabetes likely has a “deer in the headlights” look.
They think they are coming in to pick up a prescription (or several).
They don’t even know how to think about dealing with diabetes themselves, much less that you can be a resource and guide them through measuring and tracking insulin levels, adjusting meds and important supplements and resources.
What to start with, what to do next, and how to make lifestyle changes that will determine their quality of life?
When they are standing in front of the pharmacy counter holding their prescriptions in their hand, they don’t have a clue what is involved or how to make a decision.
This is where training your pharmacy team to identify problems and offer solution is essential.
Once you have fully identified their needs, the next step is to educate them on what you can do for them.
If your customers don’t understand the value you have to offer - they are going to make a decision based on perceived price - and you are going to be squeezed!
By identifying your customers’ needs based on what they are buying, you (and your team) can then recommend other products, programs or services that will support them.
It is always the customer’s choice whether or not to buy what you are recommending.
You actually take away that choice if you don’t let them know what you have to offer.