UK 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.

Imagine the following:
Your customer enters your practice for the first time. What does the other person 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.

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Passend zu Ihren Displays platzieren Sie einen thematisch passenden Flyer. Dieser kann Ihnen als Gesprächsaufhänger dienen, um mit Ihrer Fachkompetenz und Ihrem Know-How zu überzeugen. In diese Gespräche können Sie die Vorteile Ihrer Verkaufsprodukte geschickt einfließen lassen, ohne Ihrer Kundschaft gegenüber penetrant aufzutreten – Sie stehen ihr vielmehr mit Rat und Tat zur Seite. So verkaufen Sie Produkte und positionieren sich gleichzeitig als kompetenter Berater.

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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.

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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.

Some of the products from peclavus are exclusive cabinet clinic ­products, which are only for professional use in your practice and there­fore not for resale to patients. In addition to application security, this also provides you with economic advantages.

Safe impact of product
Especially in podiatry, the effectiveness of the products is key. This is why ingredients are used that can unfold their desired effect in the selected dosage. In rare cases, only practices can undertake the dedicated professional application, as home use would be accompanied by separate application instructions specifically for end consumers (e.g. callus softeners). In addition, the product effect is related to the shelf life. The product run of a 500 ml dispenser in a professional practice, for example, is usually much faster than in private use. Especially in the case of natural products, we do not use synthetic preservatives, among other things, and must ensure that the product is safe and stable. Accordingly, there are sizes end users that are adapted to their consumption, so that the impact of the product is guaranteed.

Financial added value
When defining the price for large container units, the focus is on financially supporting the daily routine at your practice. Therefore, compared to small container units, this comes at more attractive pricing. For resale to end customers, however, clinic products are much less attractive compared to the smaller container sizes of sales goods. On the one hand, sales goods are packaged in a visually high-quality way for your customers 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 selling size is twice as high compared to the sale of salon goods a clear economic added value for you.