Marketing techniques for pharmacies

Currently, pharmacies are subject to a significant increase incompetitiveness. Not only at the system level, but also in the growing creation of an increasingly demanding and selective target audience. To respond to this scenario, it is now up to pharmacies to apply marketing techniques to understand what the promising factors may be on the path to pharmacy success. Find out everything in this article!

Cross-selling and upselling: marketing techniques for pharmacies

What is Cross-selling?

It is a sales technique that consists of recommending a complementary product when purchasing. A classic example of cross-selling in pharmacies is the recommendation of a nasal decongestant when selling an anti-flu medication.

Tip:To boost this type of sales you must optimize your linear. Before displaying your products by type or brand, think about their use and the associated products that you can add alongside. So that you can add another complementary product to the sale of a product, either on your recommendation or on the user's own impulse.

• See also:Pharmacy linears: what should they look like and what are they for?

What is Upselling?

It consists of a sales technique whose objective is to increase the purchase price. In other words, encourage the user to purchase a higher level product, with more satisfactory functions for the same purpose, presenting them with advantages.

Tip:From a business management point of view, this technique will allow you to rationalize the marketing and management of your stocks. Looking at the user, this sales technique is expected to increase their satisfaction with the investment made, but also to increase their loyalty to the pharmacy and the product sold.

Did you notice the differences?

While cross-selling is a technique that encourages the user to purchase an additional product to the initial option, upselling leads the user to reconsider their initial decision, involving a decision pattern and consequent reinforcement of the relationship of trust with the pharmacist.

The pharmacy sales process has several stages and influencing factors. However, the first impression will be strongly influenced by empathy, where your user will have an emotional impact on openness to dialogue, advice and availability to apply sales techniques –cross-sellingorupselling. And this positive impression, which you want to generate on the user, is influenced by behavioral aspects such as the look, the smile, greeting the user, being addressed by name, the ability to initiate a productive dialogue, the tone of voice or the interactive posture.

There is always a reason for your user to enter your pharmacy, it is up to the pharmacist to identify it, and others that may exist, through the right questions, paying attention to all more or less obvious signs, and always maintaining an active listening stance. The right questions aim to understand your user's real needs in order to offer adjusted solutions and add personalized benefits. Your answers will be crucial in building solutions for the sales technique to be applied and in your argument for benefits.

Close with a golden key

Obviously we are talking about techniques and conduct to be applied after the user enters the pharmacy, but there is a moment before and after. Orchestrate strategies that attract your user to your pharmacy and keep them coming back.

The final approach is essential to obtaining your trust and loyalty. Always think about preparing your return to the pharmacy by reinforcing your decision and showing concern. Ask for feedback: “then come by and tell us how you felt.” Encourage your users to share with you their satisfaction with the products, their concerns and, possibly, even some dissatisfaction.

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