How to boost your sales with POS promotions
You can increase your sales in a targeted manner with POS promotions! Despite this, we still find that far too few of our customers use this effective tool. We would therefore like to give you some tips for the successful use of POS marketing in your practice.
Point-of-sale marketing (POS for short) refers to marketing measures that advertise a product at its direct point of sale or place of use. This can mean both the skilful placement of an item in the room and its use during treatment.
1. Utilise the wow effect
Imagine the following:
Your customer enters your practice for the first time. What do they think? What do they see? What do they perceive? Have you ever looked at your practice through the customer's eyes? If not, we recommend that you simply try it out yourself or ask friends to carry out this experiment with you. Ask someone you trust to enter your practice and describe openly and honestly what they see first and how they feel about it. For example, the centrally positioned treatment couches are often noticed first. But is that what should immediately catch the eye? Your customer may even be afraid of a treatment and be put off at first. We therefore recommend using targeted displays and posters as eye-catchers. Use these effective elements to direct the gaze and create an effective atmosphere.
2. Flyer as a conversation starter
Place a thematically appropriate flyer to go with your displays. This can serve as a conversation starter to convince customers of your expertise and know-how. You can skilfully incorporate the benefits of your sales products into these conversations without being pushy towards your customers - instead, you can provide them with help and advice. This allows you to sell products and position yourself as a competent consultant at the same time.
3. Favourably priced, appealing small products encourage impulse purchases
Another efficient way to increase sales is to consciously encourage impulse buying. To do this, place favourably priced goods in quiet zones and waiting areas. This could be your reception counter or a waiting area in your practice, for example. Make sure that the goods placed there do not require any explanation, but rather spontaneously make people want to buy them. Small natural soaps are a good example of this. Even if you only have one treatment room, placing them on a piece of furniture opposite the treatment couch is a good investment. Your customers will have the products in view the whole time during the treatment and you can easily incorporate the products into the conversation.
4. Shopping with all your senses
Use all the senses for your POS - especially elegantly placed rows of tester displays encourage customers to try them out. Use the peclavus foot creams, for example, to familiarise your customers with the different fragrances and textures. Make sure you mark the products as testers - then you will take away your customers' fear of trying something out and encourage them to look at the products closely (sense of sight), touch and open them (sense of touch) and ultimately smell them (sense of smell). This approach creates a real shopping experience, even in the smallest practice, and is sure to bestow your customers with the confidence to buy the products.
Bonus: Why we do not recommend retailing professional-only sizes
Some of the products from peclavus are exclusive professional-only clinic products, which are only for use in your practice and therefore not for resale to patients. In addition to application safety, this also provides you with economic advantages.
Financial sense
When defining your cost price for professional size products, our focus is on financially supporting the daily routine at your practice. Therefore, compared to retail size products, this comes at more attractive pricing. For resale to patients, however, professional products are much less attractive compared to the retail sizes of sales goods. On the one hand, retail products are packaged in a visually high-quality way for your patients and offer a lot of additional information through the package insert; on the other hand, your profit margin is significantly higher. This can be easily understood in the following calculation example of the peclavus PODOcare Anti-crack Balm. Here, for example, your profit margin of the retail size is twice as high compared to the sale of professional-only products.
Calculation example
peclavus PODOcare Anti-crack Balm
| 50 ml | 250 ml (not for resale products) |
|
|---|---|---|
| Your purchase price/piece (without VAT) | £ 8.15 | £ 17.45 |
| Your purchase price/piece (with VAT) | £ 9.70 | £ 20.77 |
| Your sales price according to RRP (with VAT) | £ 16.95 | |
| Your fictitious sales price according to factor 2.1 (with VAT) | £ 34.61 | |
| Your profit (sales price minus purchase price with VAT) | £ 7.25 | £ 22.84 |
| Your profit per ml | £ 0.15 | £ 0.09 |
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