Pharmacy health care products fall into the price increase without increasing the sales cycle

Medical Network July 24th When it comes to health care products, pharmacy sales are a circumstance. The health care products industry has been in full swing for 30 years. As the most stable sales terminal, pharmacies have been working hard for 30 years.

From three strains to melatonin, from pure domestic millet plus rifles to aircraft cannons imported from Australia and Australia, pharmacy sales are basically involved in all stages of China's health product sales.

The pharmacy has been selling for 30 years. Looking back, the health care products are not the original health care products. The retail model has not changed much. No matter how the industry changes, I am not moving.

Regardless of whether the retail price of health care products is up or down, it has not changed much in the proportion of sales of pharmacies for 30 years. Instead, it has entered a sales circle with no increase in price.

China's health care product marketing has gone through several stages.

The first stage of health care products is the god medicine.

More than 30 years ago, when China just had the concept of health care products, because the various mechanisms such as supervision were not perfect, the whole industry grew wildly, and health products were packaged into medicines that could cure all diseases.

For a time, all kinds of health care concepts are flying all over the world. When customers are unclear, terminal sales rely on more or less exaggerated propaganda, which is what we say. It’s the health care at that time. Consensus of the product industry.

The second stage of health care products is medicine.

After the first stage of baptism, the so-called Xiaobaibao customers no longer believe in the magical effects of health care manufacturers boasting, the concept of efficacy came into being.

The major manufacturers have tried their best to equate the health care products with the effects of medicines, and even give them to health care products without taking on the effects they can afford. Various radio nighttime small advertisements, TV lectures are indiscriminately bombing, let customers I believe in the efficacy of health products.

At this stage, it is plain, or flickering.

The third stage of health care products is health care.

Today, 30 years later, customers have become extremely rational. Many people are even more professional than pharmacy clerk. With the introduction of foreign health products in China, the role of health products has once again been knocked down. It is not a health food. Well, the good point to say has the effect of adjuvant therapy. It’s not good to eat. It’s good to eat. If you don’t eat it, I don’t have to buy it.

The fact that customers become rational does not mean that pharmacy sales staff has become rational. For various reasons, many of our retail practitioners are still in the second or even the first stage, and consumers of health care products are ignorant. They have Responsibility, also has the obligation to self-interpret health care products from an authoritative point of view, educate customers about health care, and let customers buy goods according to their ideas.

The result of this old sales model is: The customer is educated for a long time, the sales crowd has not changed, the sales ratio has not changed, the overall sales have been declining year by year, to put it plainly, everyone is doing nothing, sometimes your service is even counterproductive.

The majority of pharmacy practitioners are reflecting on whether our sales knowledge is outdated, is it that we are not professional enough? It is painful to think hard, and we will make great efforts to retrain, and further fall into the decline of performance-training-performance is not good-retraining.

The in-store staff training is divided into two parts. The powerful big chain generally invites training institutions or internal trainers to train sales skills. Small and medium-sized chain stores without this strength will find several important health care products manufacturers to train.

Training institutions and in-house trainers focus on sales skills. Take people's money for disaster relief, these trainers will dig into the analysis of customer spending. psychological , tell you how to deal with different customers.

These so-called coping skills such as "three-step method to get the customer", "health products sales 'six" and 'six do not" are purely slick play games. Or set a set of chicken soup for a while, the first three The effect of the day is outstanding. After three days, the store sells business as usual.

The training of health care products manufacturers is more direct. Let's talk about a seemingly professional opening, then compare the products of various competitors, and hold the high-quality, competitive products. The purpose is very simple. Clearly, the store only serves as our family. As long as I am bigger and stronger, other products are all obstacles. It is best to clean up from the training.

From the point of view of sales skills, it is quite professional. It is not the result that the store wants, even the purpose of both parties is. The institutional training hopes to work quickly, and the follow-up will still find me, and the symptoms will not be cured; the manufacturers hope to squeeze out the store's competing products. As long as their share is bigger, the overall sales tray size does not matter.

The result of the store’s hope is that the clerk becomes more professional and can gradually enlarge the health care cake. medicine Changes in the retail market.

Obviously, the purpose of the two sides is different, the hope of the store is difficult to achieve.

Multi-channelization of health care product marketing and rationalization of consumption

Let’s look at the sales channels, pharmacy sales. Health care products The dilemma comes from two aspects:

On the one hand, it is the multi-channel marketing of health care products.

When there is no online sales channel, the places where customers can buy health care products are generally pharmacy Or a specialty store. The choice of customers is relatively narrow, and the narrow choice of invisibility encourages the laziness of store sales. The sales staff feels that there is a lot of fresh food, and there is no change in sales strategy.

Online sales are abundant health care Product sales channels, as their size grows larger, gradually affect store sales. The same products, customers have become accustomed to the pharmacy as a product experience center, offline purchase online, because online prices are relatively cheap, customers gradually Transfer the focus of sales to the line.

By selling sales data, online sales shops regularly launch sales 'explosives' on a regular basis, thus guiding the development direction of the entire industry. This was unthinkable a few years ago and is now gradually becoming a reality. A bottle of Victoria C sells one day. 100,000 bottles, this size online store is difficult to achieve.

The network richness of online products is also unmatched by stores. As an online shop, only the product pictures and detailed product introductions need to be displayed, and the stores need to display the physical objects. The space restrictions cause the offline store experience to be poor, while the high inventory is It is the baggage of store operation. Customers are used to waiting for online shopping time, but there is no waiting habit of not getting goods in the store.

On the other hand, consumer rationalization is also the reason.

A large number of foreign brands stayed and 30 years of market baptism, especially after 80, 90, they became the main force of purchase. Customers gradually become professional and rational, pharmacy sales staff is difficult to convince customers, not store sales skills, but customers have not believed These outdated means.

A clerk at the scene was convinced that the customer did not have a three-minute content search online. A low-price promotion was not as transparent as the price found on the customer's website. This is a contest without suspense, but the winner is standing on the customer side.

Consumption upgrades are good news for the overall health care industry. But many peers have misunderstood the concept of consumption upgrades. Customers will certainly ask the seller to provide better services or goods while paying more money.

That is to say, there is no good price and low price. It is necessary to have high quality and good price. In view of the high price of most health care products, if high value-added services cannot be provided, the so-called consumption upgrade will not be discussed.

Another direction of consumption upgrade is that the consumption of customers is increasing with the same quality of goods. For example, in the United States, many health products are not used as an auxiliary treatment for health care products, but as a dietary supplement for everyone. Agent.

For example, products such as multivitamin dietary fiber are necessary for life like bread. If the pharmacy can provide such cost-effective health care products, it is also a way to upgrade consumption.

After all, the reason why pharmacies step into the health product sales cycle, or can not put down the original solid sales thinking.

Recognize the rational consumption of customers, turn fixed sales into active services, and focus on improving customer satisfaction. In the age of specialization, you only have to be more professional than customers to gain customer trust and win back. 3. Lost customers, increase the proportion of pharmacy health products sales.

Recognize the knowledge awakening of customers, change from educating consumers to serving consumers, do not conduct professional discussions on the professional knowledge of customer search, and be more grounded in service to customers. In shopping atmosphere, product introduction, sales planning, After-sales service and other aspects of overall improvement.

Avoiding the advantages of online sales, focusing on merchandise, the main value-added on the Internet, the main customer service and satisfaction of the store. Learning the trial methods of the retail industry such as Apple mobile phones, learning the customer service model of the food service industry such as Starbucks. Learn from other top industry models to improve the backward service concept of the pharmacy industry.

Use the right method to improve yourself. In training, establish a training team for your own health products, and try to use less or no training institutions or manufacturers with supervisory bias. Based on the proportion of large health care products, carry out store training. Only The whole cake is bigger, the sales of health products in the pharmacy are considered to be revitalized, and the vitality of the store is improved. At the same time, the overall service skills of the store are improved. Only in this way can we jump out of the strange circle of the original health care product sales.