A 5-point consultation plan for dry skin
ARE YOU PROACTIVE OR REACTIVE WHEN DEALING WITH CUSTOMERS?
Think about how you engage with customers in your pharmacy.
If you notice a customer spending time looking at the skincare section in your pharmacy, what would you do?
- a. Approach them and ask them if they would like any help
- b. Leave them alone to decide what they would like to purchase and make the sale when they bring a product to the till
If a customer brings a skincare product to the till, what do you do?
- a. Ask if they have used the product before and engage them in a conversation to find out if they would like any additional advice
- b. Greet them and just make the sale
If you answered a. to the above questions, you are being proactive. Being proactive is all about creating or controlling a situation, rather than just responding or reacting to it. Being proactive when engaging with your customers will enable you to find out more about what they are looking for, any concerns they may have and enable you to recommend appropriate products and provide them with self-care advice.
WHAT DOES PROACTIVE SUPPORT LOOK LIKE?
The dry skin category can be confusing for customers; with such a wide range of products available, they may be uncertain about which one will be most suitable. Things you can do to be proactive in supporting your customers with dry skin include:
- Ensuring that you have excellent knowledge about the products available to manage dry skin and that you feel confident recommending suitable products
- When having conversations with customers, ask questions to find out what their specific skin needs are
- When selling an emollient product, you could ask if they have thought about also using a soap substitute
- Stocking a range of products that will meet the dry skin needs of all your customers
- Using signage within the pharmacy to raise awareness of the dry skin category
- Displaying leaflets and point of sale materials to support customers in finding a product that meets their needs
- For customers who wish to try a product before buying, provide samples or let them know how they can obtain samples