o que fazer com sua farmacia nestes tempos de crise, para não 
Autor: Marcelo Cristian | Publicado: 2016-06-07T16:40:00-03:00


A crise que o Brasil enfrenta tem, na medida de um
cliente mais seletivo em suas compras, afetado as farmácias também.



A lógica diz que se os clientes possuem menos
dinheiro, mesmo que busquem produtos essenciais, como os medicamentos, existe
uma maior seletividade também. Já não compram toda a cesta, os farmacêuticos e
balconistas insistem e demonstram em levar a "receita prescrita" de
forma completa para não haver prejuízo ao tratamento.



No quesito Perfumaria, esses ítens que estão fora
do balcão, o cliente tem, assim como os medicamentos, pesquisado muito o preço.



Tudo isso &nbsp;exige das farmácias algumas
posturas:





<!--[if !supportLists]-->1)&nbsp;&nbsp; <!--[endif]-->Invista na sua equipe, para que aproveite as
oportunidades, não desperdiçando a "visita" do cliente
a farmácia. Ele não deixou de ir até a Drogaria. O que é essencial:

<!--[if !supportLists]-->a.&nbsp;&nbsp;&nbsp; <!--[endif]-->Técnicas
de Vendas

<!--[if !supportLists]-->b.&nbsp;&nbsp; <!--[endif]-->Contorno
de Objeções



<!--[if !supportLists]-->2)&nbsp;&nbsp;
<!--[endif]-->Atendimento
a CLIENTE

<!--[if !supportLists]-->a.&nbsp;&nbsp;&nbsp; <!--[endif]-->Nunca foi
tão essencial o atendimento a clientes em Drogarias neste momento, isso porque
o cliente tem escolhido cada vez mais. Se todas as lojas estão “iguais” sua
equipe pode se diferenciar neste quesito. Aqui não quero dizer apenas simpatia,
sorriso e esse básico de Atendimento, mas gerar uma maior conexão.

<!--[if !supportLists]-->&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;
i.&nbsp;&nbsp;&nbsp;&nbsp; <!--[endif]-->Conhecimento
de produto

<!--[if !supportLists]-->&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;
ii.&nbsp;&nbsp;&nbsp;&nbsp; <!--[endif]-->Saber
dirimir as dúvidas dos pacientes



<!--[if !supportLists]-->3)&nbsp;&nbsp;
<!--[endif]-->Gere
Vantagens comerciais ao seu cliente

<!--[if !supportLists]-->a.&nbsp;&nbsp;&nbsp; <!--[endif]-->Isso fará
a diferença, se o cliente está seletivo, ele precisa valorizar o valor
investido. Aqui temos as oportunidades de:

<!--[if !supportLists]-->&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;
i.&nbsp;&nbsp;&nbsp;&nbsp; <!--[endif]-->Parcelamento

<!--[if !supportLists]-->&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;
ii.&nbsp;&nbsp;&nbsp;&nbsp; <!--[endif]-->Vendas com
desconto, dependendo do volume

<!--[if !supportLists]-->&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;
iii.&nbsp;&nbsp;&nbsp;&nbsp; <!--[endif]-->Vendas
garantidas, com preços garantidos, principalmente nos produtos de uso contínuo;

<!--[if !supportLists]-->&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;
iv.&nbsp;&nbsp;&nbsp;&nbsp; <!--[endif]-->MIX de
produtos valorizando todas as faixas de preço, para que não se perca nenhum
cliente

<!--[if !supportLists]-->&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;
v.&nbsp;&nbsp;&nbsp;&nbsp; <!--[endif]-->MIX de
produtos com os combos, mostrando vantagens aos cliente.



<!--[if !supportLists]-->b.&nbsp;&nbsp; <!--[endif]-->FIDELIZAÇÃO

<!--[if !supportLists]-->&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;
i.&nbsp;&nbsp;&nbsp;&nbsp; <!--[endif]-->As políticas
de fidelização geram prêmios, descontos menores e diferenciados. Por isso,
investir em fidelização é muito importante, retendo o cliente através das
vantagens.



Em contrapartida a tudo isso, deve-se aumentar a qualidade da GESTÃO, da
PERFORMANCE, pois a primeiro momento, se aumentará os custos...(descontos,
investimentos...)



Por isso:



<!--[if !supportLists]-->1)&nbsp;&nbsp; <!--[endif]-->MONITORAMENTO
FRENÉTICO:

<!--[if !supportLists]-->a.&nbsp;&nbsp;&nbsp; <!--[endif]-->Utilize de
mais controle nas operações. Tenha mais indicadores de desempenho da farmácia.
ISSO AJUDARÁ A MUDAR AS ESTRATÉGIAS



<!--[if !supportLists]-->2)&nbsp;&nbsp; <!--[endif]-->Metas em
todas as áreas;

<!--[if !supportLists]-->a.&nbsp;&nbsp;&nbsp; <!--[endif]-->SÓ
PODEMOS MELHORAR AQUILO QUE MEDIMOS



<!--[if !supportLists]-->3)&nbsp;&nbsp; <!--[endif]-->Caça aos
desperdícios. Forte controle nos custos

<!--[if !supportLists]-->4)&nbsp;&nbsp; <!--[endif]-->Políticas
de eficiência, com ganhos de escala

<!--[if !supportLists]-->5)&nbsp;&nbsp; <!--[endif]-->Corte
pessoas que não estão agregando valor ao negócio

<!--[if !supportLists]-->6)&nbsp;&nbsp; <!--[endif]-->Coloque a
remuneração focada na rentabilidade e não apenas em comissão (lembre-se que devemos
vender de tudo na farmácia, e não apenas uma linha de produtos)


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<![endif]-->

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<!--StartFragment-->



























































































<!--EndFragment-->

<!--[if !supportLists]-->7)&nbsp;&nbsp; <!--[endif]-->Todos os
departamentos alinhados, focados em gerar os resultados necessários para a
empresa.