February 19, 2022

News, products, marketing and merchandising tips for the
front end of community pharmacies

* Gabe's Tips: *

Time for a new habit

I have a bad habit. When I type in a password that doesn't work, I type the same word over and over and over again, believing at one point it will have to work. I believe that's the definition of insanity too, but let's not go there. Passwords are like seasonal sales. I have a friend who, for the last 9+ years, has promoted candy and gifts for Valentine's Day, St. Patrick's Day, and Thanksgiving. After doing a few inventories of the unsold product and adding labor costs, my friend realized he hadn't shown a profit in seasonal sales in the last three years. The only way I can remember a password is by writing it down. The only way to see if seasonal sales are worth it is by writing down the results. You can do that by clicking here.

Help your customers help you

Customers like to tell you that you have great customer service, but they say it in a different way: "You are good people!", "Y'all are so sweet!", "You guys are on the ball!" and "I don't know what I would do without you!". All are priceless testimonials. Compliments like these need to find a home on your website and Business Facebook. Prepare a one-page tip sheet typed with 14pt font on how easy it is to add a testimonial to your business profiles on Google and Facebook and be ready to hand them out! Make sure to say please and thank you; you will melt their hearts.

An ad from your admirers

Are you looking for an idea for a great little ad? Take a photo of your staff smiling, standing, in front of your sparkling clean, alive-looking store and use the headline, "Here are some of the things our customers are saying about us. 'You are good people!', 'Y'all are so sweet!', 'You guys are on the ball!', 'I don't know what I would do without you!'" The call-to-action line would be, "Come join Gabe's Pharmacy by making one call to 802-800-1111, and we will take it from there." This type of ad would work great in school yearbooks, church bulletins, and local newspapers. (Do not mess this ad up by adding things like we have cards, gifts, candy, take most insurance cards, closed on Sundays, and owned since 1955. Keep the ad short and simple. More is not better.)

Profit Makers is for everyone

Time to review the obvious. Any business management book you read worth its salt will reinforce that there are only three ways to increase your business, and they are: 1. Attract new customers. 2. Entice customers to shop your store more often, 3. Sell more to each customer each time they come in. Number 1 is largely done with persuasive marketing. However, numbers 2 and 3 are done with skilled merchandising and strategic category placement; both of those skills fall in the lap of a merchandiser. Make sure Profit Makers gets in the hands of all staff. Who knows, you may uncover a would-be all-star merchandiser! Invest in bringing your merchandiser(s) with you to NCPA's Annual Convention. This year it will be in Kansas City, MO, from October 1 through 4.

P.S. Have your team sign up for their own emailed Profit Maker by going here. And if you are new to Profit Makers or missed an edition, you can check out previous releases. Think of it as a merchandiser's handbook with 50+ easy to read chapters and over 250 tips!

Thank you for being a member of NCPA!

Front End Resources for NCPA Members

Being a member of NCPA means you have access to a treasure trove of helpful hints, tips, and resources to make your front end more profitable! Download One-Pager Tips on a variety of topics. Gabe typically posts a tip once or twice a day on his Twitter account — if you're on Twitter, give him a follow at @NCPAGabe. The Overhaul of Fame galleries contain hundreds of photos to inspire you, from effective signs to successful end-caps and everything in between. Finally, you and your staff can access several staff training videos that will help you take an objective view of your store, both inside and out!

This wealth of knowledge is due to the fantastic photos, ideas, and suggestions we receive every day from NCPA members like you. Drop him a line at gabe.trahan@ncpa.org with your questions, photos, best advice, and recommendations. What's selling well in your store? Let us know.

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