What if I said that “flirting is the development of self-esteem in yourself and others by establishing warm, trusting, and sincere relationships” (J. Spiegel, author of Flirting is the Way to Success)? In this case, I hope no one will argue that it is very important and useful in any business.
Moreover, such relationships need to be formed with partners, employees, and, of course, customers. One could even say that the key to business success is the ability to establish sincere and warm relationships with people. Unfortunately, neither at school nor at university did we learn how to establish such relationships.
Some may ask: “Why, why do I need to establish such a relationship with a customer whom I see for the first and last time in my life?”
Of course, “random people” also come to the pharmacy, but unlike any other outlet, the share of such customers is much lower. I think that about 90-95% of those who come to a pharmacy really want to solve their problems, and it largely depends on the pharmacist (and not on the assortment and price, as many people believe) whether the customer leaves with a purchase.
In addition, people do not come to a pharmacy to simply satisfy their whims, for example, by buying a prestigious or expensive item. The contingent of pharmacy customers is characterized by a negative attitude, negative emotions, and sometimes even a state of hopelessness. These are the people who need warm, sincere relationships.
When we buy a kilogram of sugar, we do not need the emotional involvement of the seller to make this purchase. But when we come to a pharmacy, we expect, if not empathy, then at least the pharmacist’s attention and advice to solve our problem.
People come to a pharmacy for help, to solve a problem with the most precious thing a person has – health. This is the main difference between a pharmacy and a retail outlet, and this is where the mission of a first-line pharmacist lies.
The need for honest, friendly, and unobtrusive customer service was much talked about in Soviet times. But back then, there were long lines at the cash register, and pharmacists didn’t have time to sell medicines. In such circumstances, wasting energy, effort, and time on flirting was a waste.
Nowadays, life itself dictates the need to change the approach to customer service, and the formation of warm, trusting relationships comes to the fore. Why?
Because people don’t want to buy from someone they don’t trust. “People don’t care how much you know until they know how much you care about them” (J. Spiegel).
For many pharmacies today, when the market is so saturated with pharmacies, establishing such relationships is one of the most effective ways to increase sales. Customers who trust you become regular customers of your pharmacy and regularly buy medicines from it.
There are 9 rules that you need to master to learn how to establish sincere and warm relationships.
1. Be able to look the other person in the eye.
2. Be able to listen.
3. Be able to ask questions.
4. Show self-confidence.
5. Show a sense of humor.
6. To be honest.
7. Love and respect people.
8. Be friendly.
9. Be attractive.
Ask yourself if you follow these rules when you communicate with people around you, and do you follow them with everyone? If not, what is holding you back?
