Innovation, creativity and high doses of enthusiasm, key to make sales effective at the Pharmacy

Madrid, March 2012.- Improve the selling techniques has become a priority in any business. And the sector of pharmacies is not excluded, because the current economic situation makes the pharmacist to worry about something more than simple improvements in your business.

Thus, innovation, creativity and a high dose of enthusiasm become the basic ingredients to take into account when shaping what will be the most appropriate sales technique to launch at the pharmacy.

These and other aspects have been put on the table during the first professional seminar for pharmacists organized by Asefarma that took place yesterday in the Centre of financial studies (CEF) in Madrid. A day that has hosted half a hundred attendees and which has counted with the participation of Belinda Jiménez, responsible for the Department of management, pharmacy dynamics, Asefarma, and Alejandro Almarza, the pharmaceutical division SalesFarma, of the consulting firm specializing in sales SBBS.

From an eminently practical perspective, attending pharmacists were able to see what are the best strategies to follow to carry out a good sale, fail where the measures taken so far and what are the most effective techniques to improve sales in the pharmacy. Thus have attempted to put in common several examples on how other pharmacies are improving their sales, indicating in full everything you can do to improve those of ours from three areas: management, pharmacy and care to the public.

the aim?: approaching our vision of the world sales pharmacy professionals and facilitate sketches on the best lines of action to optimize sales.

In the words of Belinda Jiménez, responsible for the Department of management, pharmacy dynamics, Asefarma, the concept that we have had so far of what it means to manage a pharmacy has changed. Also have changed the selling techniques to employ in the same. New times … and new ways of selling and increase the profitability of our business. Therefore it is necessary from time to time put in order with days like this all the aspects that are needed to improve the management and sales, in the pharmacy ”.

As indicated by Alejandro Almarza, director service consultant SalesFarma SBBS, we find that he refers to that should improve sales, have to improve the number of clients … but does not have a plan of control and monitoring of, for example, what the ticket half of la botica ”.

Current challenges and to take into account elements

The sector of offices of pharmacy, the professional pharmacists, has lived in recent changes which have forced them to look back and give impetus to its way of make and manage the business. New times that bring with them new requirements and challenges as a drop in margins of products; previous business formats; increasingly aggressive competition; formative absence management and care as well as new ghosts: disillusionment, lack of confidence …

before this, arise new keywords: reinvent, illusion, work team, optimize … keywords which we must take into account when establishing a new policy sales and performance in the Office of pharmacy. And so, this will have to take into account that it is necessary to develop a managerial study appropriate to the characteristics of each pharmacy already that, as says Alejandro Almarza, is impossible to know the way if we don’t know where he left, or where we have to get ”; We try to understand numerically our pharmacy (and use a balanced scorecard to help us determine the vision and strategy of our business) and, finally, will have to control are the factors that affect the sale, to control them and know as necessary to handle each of them.

Finished the entire process of change and implementation of appropriate techniques, the conclusion is simple: make the changes made, is necessary to work the three basic pillars of sales at the Pharmacy: loyalty, capture and care. The recipient of these measures will be in any case and circumstance: the client.

where the measures taken are failing?

And even though the steps are well given we have followed and taken into account all the parameters described above, why sometimes they fail the measures taken? The answer lies in that occasionally we fiamos of sensations; We don’t have a set plan and measures taken have just diluted over time, the preparation that we have received or that we wanted to convey is not appropriate, do not generate working habits and adequate follow-up of the measures taken and nor assume, or we believe or ‘ we do our ’ measures.

As Alejandro Almarza concludes: thanks to our experience and the daily work we carry out at pharmacies, we have observed that each pharmacy must find their own way and it must be, inevitably, different from the rest. Anyway, and with everything, if we want that any change is continued, our Council cannot be clearer: try it, can be fun! ’ ”.

What is SalesFarma/SBBS:

Born about two years ago, SalesFarma is the set of specialized services for offices of pharmacy of SBBS, specialist in Marketing and sales consultant. His method of work addresses the three pillars of sales: management, pharmacy and commercial point of sale (pharmacy technicians) providing measures stating each establishment to focus the Organization to improve sales.

What is ASEFARMA:

It is the dynamic management of the pharmacy of reference advice and whose services are given to more than 300 boticas in throughout the Spanish geography. Its main asset is the human capital and boasts 43 the highest level professionals in the pharmaceutical sector, economists, lawyers and pharmacists at your service. Publishes a quarterly newsletter, receiving more than 10,000 pharmacies in all Spain and is market leader in the sales of pharmacies, providing a clear added value in this area as regards its competence. It has excellent Madrid certification and quality issued by EQA, ISO 9001 certification.

ASEFARMA, prize for the best Blog for pharmacists awarded by Diario Médico, mail pharmacist specialized publications: http://elblogdeasefarma.blogspot.com