Don’t Undersell Your Value
Here at PDS, we take pride in highlighting some of our incredible partners. We know these companies have the potential to revolutionize pharmacies just like yours through their products and services. We’re excited to introduce RxGenomix. Read on for their sponsored blog post about the importance of solution selling and showing your patients how much you have to offer.
Do you provide value for your patients? Do you save them money? Do you make your patients’ lives better? I’m sure you do. Your pharmacy services and medical knowledge are valuable. But do you enjoy selling your services to your patients? Probably not. Very few pharmacists do, but for pharmacists to advance their standing as healthcare providers, they may need to do just that. But how?
Stop Underselling Yourself
The personality of a pharmacist is rarely that of a salesperson and, unfortunately, that results in a lack of awareness of the value pharmacists bring to their patients. Value has been underappreciated and squeezed out in today’s pharmacy models, so we need to be looking for new ways to apply this value.
In Solution Selling: Creating Buyers in Difficult Selling Markets, a book by Michael Bosworth, the author points out how we can identify a latent pain in an individual and provide a vision for a solution based on our capabilities. Now, not everyone will be looking for a solution to a problem, so the key lies in identifying what services you offer that may not be well understood by your patients (MTM, durable medical equipment, pharmacogenomics, etc.), recognizing who might be in need of a solution to a problem, and starting the conversation.
Connect with Your Patients Through Solutions
Bosworth lays out a grid to help structure a conversation that starts with diagnosing the reasons for the pain (which, in our case, could be actual pain or a negative condition such as high blood pressure). Once you can identify what causes the pain, your conversation with the patient can move into exploring the impact of the pain, how others are affected and how that pain changes the patient’s life and the lives of those around them.
- Is it costing them money and causing financial stress?
- Is it affecting their quality of life?
- Does it limit their activity and their ability to be present and active at work or in their family life?
Finally, once the scope of the pain’s impact is clearer, the pharmacist can match their expertise to the pain and present some potential solutions. This kind of structure can help you clarify your patients’ pain, allow them to see its real impact and then present some possible solutions tied to your capabilities. It turns selling into a simple conversation initiated by a healthcare provider that has something valuable to offer.
Be Prepared, Don’t Get Discouraged
Everyone has their own process for making decisions about buying something new, so don’t take it personally if you meet resistance to something new, especially as the price tag goes up. It may take multiple attempts or offerings. You should also be aware that a buyer’s anxiety will go up the closer they get to making the decision, so don’t let that discourage you from trying to work toward a solution. And, finally, believe in yourself as someone who has something valuable to offer. Successful salespeople aren’t just smooth talkers; they are prepared. You have been preparing to help your patients from the first day of pharmacy school. Believe in your ability to make it happen and show your patients just how much you have to offer.
About the Author
Written by Cari Lalande, PharmD, Director of Clinical Pharmacogenomisc. RxGenomix is a comprehensive pharmacogenomics (PGx) solutions company created to empower pharmacists to apply PGx in their practice to improve patient care while reducing overall costs. RxGenomix provides the education, training, materials, research, in-depth analytics, connective technology, delivery tools, and laboratory support needed to easily access and effectively apply PGx testing to pharmacy practice.
