Although there are many medicines in the pharmacy, not every drug is profitable. There are many products with low (negative) Maori products.In the process of OTC marketing, for this type of product, the pharmacy will not be very high and the staff will be blocked, even if they are willing to sell it.If manufacturers do not take effective measures, such products may gradually marginalize or disappear.
Such products are low-profit or even unprofitable products for pharmacies.So how do you use them to bring in the flow and increase the value?You first need to understand this low (negative) gross margin products for pharmacy value is mainly manifested in what place, if again with the help of some practical "law," low (negative) margin advanced product become high hair products is also not impossible.
Is there value in "low-wool" products?
Many OTC representative on various types of training, as well as through WeChat from the media to the consultation: there are some products for pharmacy is low profit, even no profit, how should visit terminal?Because these products are low (negative) Maori, the staff are not willing to sell, the interception is more serious, what should be done to eliminate the idea of shop assistant?
These problems, a pharmacy, not all drugs to earn money with low or negative gross margin is sales of some products in order to attract traffic and stable passenger flow, improve the pharmacy image in the eyes of consumers.Most of these products are large drug, advertising products and clinical products that have been in circulation for many years.Therefore, to realize the value of low (negative) products, do these three things first.
First, make clear the importance of low (negative) Maori products to customers.
Purpose is low (negative) margin products in order to attract and stable passenger flow, if a pharmacy for this kind of product does not sell or underpowered, equivalent to intercept the first demand of consumers, consumers may leave you, maybe lost is not only a box of medicine, may be a group of customers.
Second, explain to the assistant how such products can be used in combination with high hair products or associated drugs.
So neither rejected the first needs of customers, and can solve the consumer demand for this type of product, then recommend other products again, consumers are also more likely to accept recommendations, a pharmacy can also make money.
Third, maintain good prices.
Maintenance price is basically control channel, if your channel does not have absolute control, then talk about price is empty talk.
How to choose "low-wool" products
Low (negative) Maori products often do not mean their value is low, but rather the enterprise "actively", aiming to preempt the passenger flow through low (negative) gross profit products.So what kind of goods are best suited for low (negative) gross profit sales?In a survey of drug stores in major and large cities across the country, data showed that branded drugs were the focus of low (negative) gross merchandise choices.Low (negative) Maori products are supposed to bring traffic to the drugstore, but they are not taken seriously by companies because they are not making money or making less money.
, on the other hand, can make the customer to produce medicines at the drugstore without the brand is not the complete illusion and misreading, so drugs do a campaign with the brand product to attract customers into the store, can improve the image of the customer satisfaction of pharmacy and pharmacy.However, to advocate low (negative) Maori products, the first thing to do is to be linked with sales.
It is well known that low (negative) margin is to bring traffic product promotion, but due to the gross margin is too low or negative, the company can't make money on these goods, plus the clerk associated sales ability is not high, lead to the company from a clerk to the management of low (negative) gross margin products.
From low to high advanced rules
So how to make low (negative) gross profit product sales and related sales?
The first step is to ensure that the company operates low (negative) Maori varieties;Secondly, low (negative) Maori products should be covered in each store, and in the golden display line;
Many employees will worry, worry, and even resist doing so.Because of gross margin, the higher the percentage, lead to the clerk attention high hair product sales, customers into the store to buy low (negative) margin drugs, high staff tend to use hair to replace.
Therefore, low (negative) Maori products should be achieved from low to high level, and the gross profit margin should be raised from the correlation.Make low (negative) Maori monoproducts into high gross merchandise mix.
The requirements on display, put low (negative) margin item attract customers the most prominent position, and then in the case of GSP allows, placed on both sides of the goods and the symptoms associated with high hair goods, it is the possibility of such a combination is recommended to go out is very big, and the product, by means of correlation display can give customers stores professional level is higher.
For medicines that are not allowed on the same shelf, customers may be prompted with a warm cue card or explosive sticker.The display is a hard and fast rule, and it is also designed to solve the problem of replacement sales by staff, as customers are less likely to intercept the drug when they see it.
In addition to the display, pharmacies, need to add these goods sales associated words, summed up the sales of a selling point compiled, send to each store clerk, asked the clerk to recite these associations and marketing selling point, and carry on scenario.At the same time, in the sales practice, the related cases will be recited to the customer to go out and practice in practice, and the ability of the staff to be connected will be improved.
In doing these things, the employee's ability to relate is improved and the sales are not replaced, and the employee's concerns, profits and commissions can be improved.In such sales process not only has not the influence, the passenger flow has increased, why not?
conclusion
Through the sales model of "brand product + high wool variety + general variety", it can meet the needs of customers and maintain the interests of drugstores, and the pharmacy category management can also do better.
For example, the customer named the brand for the cold medicine, can be matched with the high Maori anti-coughs, and can also use the life reminder to associate health care products.If the drugstore can make full use of the characteristics of low (negative) Maori merchandise, it can realize the mutual benefit of customers, pharmacies and staff.
|
