Whether or not you think of yourself as a salesperson, sales are an important part of running a pharmacy business. You have to sell your pharmacy’s services, products, and even your advice.
Are patients buying?
Successful sales are essential to the success of your pharmacy, so it’s important to devote time and resources to boosting this aspect of your business. Here are three steps you can take to make sure your sales strategy is on target.
1. Accept the role of sales in your pharmacy
While you might not be making traditional “sales calls” or “closing deals,” many everyday functions in your pharmacy involve selling a product—your pharmacy—to specific clientele—your patients.
The sooner you accept this, the sooner you’ll be able to tackle the challenges of sales head-on, and really get comfortable selling your pharmacy.
Ultimately, everything in your pharmacy is about sales. Do you have a strategy for it? Contacting physicians in order to build a partnership, for example, should be a part of your sales strategy, and can give your pharmacy a whole new range of patients.
2. Invest in gaining new patients
One of the most important selling applications is convincing new patients to visit your pharmacy. A steady stream of new patients is essential to the longevity of your business.
“You have to get out and sell and continually promote yourself to build clientele,” Steve Engelhardt, a mentor with SCORE, a partner with the U.S. Small Business Administration, said in Expert Tips for Sales and Customer Loyalty. “Prospective customers will not come to you.”
Be consistent and persistent in your efforts to win new patients, and be willing to go the extra mile to convince them your pharmacy is their best option. Accept that you won’t convince every patient, and know that your efforts are worth it for each new patient you get in your store.
3. Try a new approach
If you feel like your sales are in a rut, look at your strategies. If you think they’re tried and true, others might view them as stale and boring.
Look for new approaches to win over patients. Personal relationships and brand recognition are especially important to sales—and to independent community pharmacies in particular. Get out into your community and represent your pharmacy at various events, for example, or order shirts for your employees that have your pharmacy’s name on them. Get creative!
Bonus tips
Sales will probably come more naturally to you than you think. When making your next “sale,” focus on these three techniques:
- Sincerity. You believe in your pharmacy—tell others why they should, too.
- WIIFM or “what’s in it for me.” Always make sure you explain the benefits to the other party, like telling patients how your services can help them stay healthy, or telling physicians how you’re committed to working with them to improve the health of their patients.
- Focus on the next sale. Future interactions with others are always more important than the current one. Be respectful now, to ensure the relationship continues later.
Sales aren’t just about increasing profits—they’re about building customer loyalty. Invest in your sales strategy today, so your patients will believe in your pharmacy tomorrow.
