The key figure in any pharmacy is the customer. The more buyers, the more sales. But we cannot choose those - some of them can complicate first-line workers’ work. We will investigate 5 types of buyers’ behaviour, that can be seen at any pharmacy, and teach how to properly interact with them.
Type # 1: Troublemaker
This is a hostile, hot-tempered and very nervous customer who raises their voice and uses bad language. Expect from such a customer:
Therefore, there is no sense in using his weapon against them.
What can be done? Patience, flexibility and acumen will help you.
First: Be sure to listen to this them. Let them blow off steam. Don't argue or criticise them. Be a listener (patience).
Second: After the customer has spoken their mind, you can get engaged into a dialogue with them. Show them that you see eye-to-eye on this issue:
Third: Display acumen – cede in small things. Offer the customer one of the drugs at a more affordable price. This will calm them down, save your nerves and make a sale.
A pharmacist talking to a Troublemaker:
The customer is dissatisfied with the prices at the pharmacy (complains, swears, shouts)
Have I set your heart at rest? "
Type #2: "Dunno"
These customers don't usually know what they want. They are friendly and often very nice. Interaction with such customers is challenging because they cannot choose the right product. You have already told, and shown, and given to taste, but the customer is still confused. And finally they leave without buying anything. Has it happened to you?
What is the problem?
The main challenge with such a customer is the problem of making a choice due to too wide range of products. And this is exactly what you should focus on when working with such visitors:
A pharmacist talking to a "Dunno":
A middle-aged woman has been looking at showcases with cosmetics for a long time. She looks confused instead of interested.
The pharmacist clarifies the request:
“What age are you choosing cosmetics for?”;
“What results do you want to achieve?”;
"What is your skin type: rather dry, combination, oily, problematic?";
"What do you use for cleansing and toning your skin?";
“Have you ever used serums?”;
“What kind of facial skin care are you using now?”;
"What are you dissatisfied with using your usual cosmetic products?" etc.
Having received answers to these questions, choose only 2 lines of medical cosmetics at the pharmacy that would satisfy the customer’s needs. These lines should be preferably from different price segments.
Next, tell about each line, emphasize the advantages of more expensive cosmetics:
“True, as we age, the skin needs more thorough care. And care is not only a good cream. Care is a whole range of measures: proper cleansing, toning, nutrition and care for the skin around the eyes. In your case, cosmetics of this brand are suitable (take the client to the showcase and show it). It will solve all the issues that you have defined. But for the best effect, I recommend you take 4 products: cleanser, toner, face cream and eye cream. Only in this case the results will be complete, because all the products reinforce and support each other's effect. Let me tell you more about each product ... ".
Type #3: Know-it-all
Such a client can be recognized by the very first phrases:
The know-it-all is well versed in the characteristics of the goods and services of your pharmacy and not only. He doesn't always like something. He is always teaching someone. And he evaluates your every phrase with the benefit of his experience. But there is a tremendous thirst for recognition and respect behind this behaviour. Play along with the customer, and he will immediately become a pleasant person. Admire their knowledge as you guide them to purchasing:
Type # 4: Chatterbox
Such people come to the pharmacy to talk. They are friendly and easy-going people. They are pleasant to talk to, but, unfortunately, a front-line worker does not always have time for such conversations, especially if they have nothing to do with the goods of the pharmacy range.
How to deal with the chatterbox?
Keep the dialogue going, smile, joke, but stick to the pharmacy's interests. Therefore, manage your conversation with questions.
Type #5: Oyster
Completely opposite to the previous type. Such customers are usually unfriendly and reserved. At the same time, they have walked into the pharmacy to buy something, and not to chat. Such customers are challenging because they do not say what they need. They are most likely to study the showcases in the sales area silently and for a long time, trying to find the necessary product on their own. If they find what they were looking for, they definitely buy it. And if they do not, they can leave without asking about the availability of the drug they need.
How to deal with an Oyster?
First: do not be pushy, give the oyster 2-3 minutes to look around the pharmacy, and then carefully offer your help with this phrase:
Second: as soon as the oyster comes to you with a question, show them the necessary drug and tell them about it in detail.
Third: be friendly and don't rush the customer.
Working with a "difficult" client, like any other complex job, requires special training, certain skills and knowledge to perform it. We hope that the knowledge gained will help you in your work!