Pharmacy is, in part, a retail business. Even when patients engage with a service, someone has ‘sold’ that service to them. Successful pharmacies proactively sell their offer to their customers and patients. 

Selling is often viewed as an activity for the benefit of a business rather than its customers. The used car salesman palming off an unsuitable car on an unsuspecting customer provides a negative perception, but selling in an ethical way is of benefit to customers as well as the pharmacy. 

If the activity of selling can be placed in the same context as the business purpose (improving the health of patients) then it can be redefined as good customer service. Helping patients understand their needs more effectively and providing solutions will be of benefit to them and to the business.

For example, if a customer asks for malaria prophylaxis, they may have other needs for their holiday they have not yet thought about.

Helping them think about these other needs and offering solutions (sunscreen, vaccinations, insect repellent, antidiarrhoeals, first aid kit, etc) will be of benefit to them and they can then choose whether it is important to them too. This proactive approach is of value to customers and will increase sales for the business.

Pause to reflect

What skills and knowledge does your team need in order to be able to provide a customer-focused, proactive selling service?