Consultative marketing retains loyal customers

Today, many pharmacies want to build consumer sentiment and loyalty to products and services. The author believes that pharmacies should stand in a professional perspective and provide consumers with professional advice, solutions, and value-added services so that consumers can make the right choice of products or services, that is, the use of "advisory marketing."

The consultative marketing requires the clerk to serve as the consumer's health consultant and health consultant, and is no longer a narrow marketer. Consultant marketing positions salespeople in three perspectives: consumer friends, sellers, and advisors. Therefore, how to play these three roles is the key to realizing consultative marketing.

First, subdivide consumers and select service targets. Not all consumers are happy to accept the health drug purchase plan we have developed for them. This is a process of reaching a two-way communication agreement, which includes recognition of the pharmacy brand and image, trust in the staff’s professional skills, and specific Product satisfaction. All these need to be achieved through the meticulous communication service work of the clerk. If the salesperson is a close friend of the consumer, the chances of success will be slightly higher than others if the professional competence and professional image are similar to those of others.

Second, improve the professional quality of the clerk. It is very difficult for consumers to step into the threshold, and the service after entry is even more difficult for consumers. Once we get the consumer's approval, the health purchasing plan and consulting services we set for it will be particularly prominent and important. This is also the key to the success of the "Advisory Marketing" service. Whether the health drug purchase plan is in line with the objective health needs of consumers and whether it satisfies the needs of consumers properly requires the clerk's strong professional qualities.

Third, cooperation between front and back offices. The clerk and the store management system must have sufficient communication. The frontline clerk fully feedbacks the consumer's ideas to the backstage staff. The front and back offices are designed together so that the clerk's health drug purchase program can meet the consumers' needs and realize the consumers' wishes. . This is a difficult point in the entire workflow and it is also a question of whether teamwork is coordinated. Due to the professionalism of consultative marketing, the requirements for the quality of the clerk have a high starting point. With limited personal capabilities, it is bound to break the existing service model and form a team service pattern. How to make the work efficiency and ability of this team work properly, and whether each person's assessment and distribution arrangement in the team is reasonable becomes a key point. This requires first and foremost the leadership of the team leader, so that everyone on the team understands that only by giving up on personal prejudices and establishing a sense of fraternity, life and death, and common sense of urgency can the success of the entire team be achieved.