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PATY 2019 WINNER 35
Winter’s here but
where are the customers?
By Brianne Lowe, 2019 Pharmacy Guild of Australia/Maxigesic Pharmacy Assistant of the Year.
The downside of social distancing that we didn’t expect to see in pharmacy is the downturn at our busiest time of the year: cold and flu [season].
If you’re working in retail pharmacy you’d have noticed the lack of snotty kids and coughing adults by now, and maybe wondered: where are all the customers?
The main reason we’re seeing fewer people walk through our doors is because the trend was to stock up on medications in March and April.
Social distancing and encouraged self-isolation for people who show any signs and symptoms of COVID-19 has meant that transmission of everyday colds and flu viruses is down.
Essentially, we’re not coming into contact with other sick people, and this means few of us need treatments for cold and flu. This isn’t ideal for retail pharmacy, but it does highlight the importance of offering a total healthcare solution to every customer, using companion selling techniques. It has never been more important to capitalise on every customer by ensuring you’re offering a total healthcare solution.
Back to basics
We’ve been caught up in what will forever be known as the 2020 COVID-19 rush. We were slammed in March and April, and may have found it difficult to greet all
customers and deliver a high-level service. We’re now seeing a downturn in foot traffic, and every customer
that does walk through the door represents an opportunity to show your customers you’re there to help with all of their healthcare
needs. The best way to achieve this and not come over as a salesperson is to go back to basics with the ‘What Stop Go’ or
‘CARER’ approach.
Engage in a two-sided discussion with the
customer about what the exact symptoms are that are causing concern and make an evaluation to determine the best course of action. Customers won’t always divulge this
information on their own and will often be requesting ‘a box of the good stuff’. It’s often
up to us to dig deeper with open-ended questions to get the whole story. Consider not only treating their runny nose but also their cough and sore throat. Don’t underestimate instant symptom relief products such as eucalyptus oils or nasal sprays. These are great products to sell to customers who sound very congested or who are having trouble sleeping and want instant relief.
Going the extra mile
Prevention is always better than treatment, which is why every customer presenting with cold and flu symptoms should be given a rundown on products that will not only help treat their current symptoms but may also help fend off future viruses or infections. My go-to every season usually includes a high-quality probiotic the whole family can take and specific immune-boosting products for the winter months. I like to stick to products that are backed by clinical trials, so I feel confident when recommending them.
Consider your self-care advice
Lastly, you must consider your self-care advice, as you need to ensure any advice you’re giving regarding self-isolation or testing is in line with your local government guidelines. Have the discussion with your pharmacist and manager about what advice they would like you to follow and,
as a team, come up with a procedure to follow.
RETAIL PHARMACY ASSISTANTS • JUL 2020