We often find team members recommending a low value generic OTC medicine when people ask for a brand. They are converting people from a product that could possibly have a lower profit margin but higher price to a very low priced product with a higher margin. But, in terms of profit contribution, the brand will probably provide more cash profit per sale than the generic. So it is not good business sense to convert from a brand to a generic OTC medicine.

Team members do this often because they are trying to do the best for their customers, but is this what all customers want? If you went to a supermarket and a sales assistant tried to convert you from your branded beans, butter or cereal, would you change your purchase? When manufacturers do blind tastings, the results can be surprising, but when people know the brands they are buying, this can have an important subconscious effect. With medicines this placebo effect can be very effective. Converting people from brands to generic OTC medicines may not be good customer service either.

A process for selling

Effective and ethical selling can be done in four simple steps. These are: 

• Identify the need 
• Choose an appropriate solution 
• Make your recommendation
• Close and provide advice.