Selling Stuff or Selling a Relationship. Scot Maitland, BAAS Hopper Creates, LLC & Pharmacy Marketing Quarterly

Transcription

1 Selling Stuff or Selling a Relationship Scot Maitland, BAAS Hopper Creates, LLC & Pharmacy Marketing Quarterly 1

2 Disclosures Scot Maitland declare(s) no conflicts of interest, real or apparent, and no financial interests in any company, product, or service mentioned in this program, including grants, employment, gifts, stock holdings and honoraria. The American College of Apothecaries is accredited by the Accreditation Council for Pharmacy Education as a provider of continuing pharmacy education. 2

3 Objectives At the conclusion of this educational session, the pharmacist and technician attendee will be able to: Discuss the importance of building credibility and rapport with your customers. Demonstrate commitment to customers and gain commitment. Discover the technique for uncovering hidden opportunities. 3

4 4 The Elephant In The Room

5 Look to the Left, Now to the Right We re all compounders... We all sell the same stuff 5

6 But Mine s... Faster Better Easier to Use Pink and scented I think it gives it a little something extra, don t you think? 6

7 What Did you Do this Morning? FDA & Marketing of Compounds if you missed it, catch up with another attendee or look for the recorded version on the IACP website! 7

8 What Makes Customers Sticky? In other words... Likely to follow through on an intended purchase Buy the product repeatedly (as needed) Recommend it to others 8

9 Survey from NCPA Customers choose pharmacies based on convenience Convenience doesn t mean cheaper Knowing your prescriber s habits can save time and who doesn t want more time? 9

10 KISS We are all bombarded with messages Physicians are visited by as many as ten reps a day How are you going to show convenience and break through the massive amounts of messages? 10

11 11 BRAND

12 What s Brand Got to Do With It? Your brand is how you communicate with the world. With all things being equal, chemicals, recipes, and the rules set by the FDA on how you market your brand simplifies consumers decision making and help them navigate the purchase journey through a relationship. 12

13 13 MARKETING

14 14 TELE-MARKETING

15 15 PUBLIC RELATIONS

16 16 ADVERTISING

17 17 DESIGN

18 18 BRANDING

19 Really? Relationships? You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you. - Dale Carnegie 19

20 Really? Dale Carnegie Training is represented in all 50 of the United States and over 80 countries. More than 2700 instructors present Dale Carnegie Training programs in more than 25 languages. Dale Carnegie Training is dedicated to serving the business community worldwide. In fact, approximately 8 million people have completed Dale Carnegie Training. 20

21 It s as Simple as Relationships? Building rapport, in other words, building a relationship. Who do you trust? People that you know and like. There is a down side... Not everyone is going to like you. And that s ok! 21

22 3 Phases of Building a Relationship Creating Traction Building Momentum Expanding Your Offerings 22

23 Want to Find New Business? Look at your current customers. They know you and probably like you or else they wouldn t be coming to you. What can you offer them to increase your market share and increase their business? 23

24 Keep It Simple Tweety! We live in a 140 character world... Avoid complications. What do you do in 140 characters* *Characters not words! 24

25 My Pharmacy in 140 Characters 25

26 Wait You re the Social Media Guy Not really, but I do love social media. Why? Social media allows you to listen to the conversations that people are having about your business or brand and more generally, your industry. Don t think people have an opinion on compounding? Google NECC. 26

27 Recommended Reading How to Win Friends & Influence People Dale Carnegie The Sales Advantage Dale Carnegie & Associates UnMarketing Scott Stratten 27

28 Contact Info