enx magazine

If you live in the U.S., you have probably heard your grandmother or your uncle talk about the new and confusing Medicare Prescription Drug Plan that became effective on January 1 of this year.

Information about the plan can be accessed on the Medicare.gov web site, but trying to learn about which plan covers which medications, what the co-payment is for each drug and what the different deductibles are, . . . well, it can be time consuming and mind-boggling.

Before writing this article, I asked the pharmacist (Anne Marie) at my local grocery store how many of her patients (senior citizens) are able to access the Internet to learn about this new Medicare “benefit.” She told me that most of her customers do not have a computer, and those that do have one use it mostly to send emails to their grandchildren.

Questions and More Questions

As a customer approached Anne Marie to ask her a question about the program, I stood aside and overheard the conversation. The customer had one question after another and was clearly confused about which plan she should choose. As more customers approached, with additional questions, I began to take notes. There were many different and varied questions, because some senior citizens are retired and currently covered under their form employer. They wanted to know whether or not they should switch to the new Medicare program; whether or not they would benefit. Other customers, covered under the current Blue Cross prescription plan had different questions. Anne Marie was able to provide clear answers and it was obvious she had done her homework on this subject. Not an easy thing to do. In Virginia, where I live, there are 42 plans to choose from. Anne Marie’s knowledge and willingness to share her knowledge with consumers is impressive – and one reason why her pharmacy is so successful

How to Win New Customers

After learning more about how confusing the plan is, I was fascinated when I saw a new Walgreens television commercial. The message in this commercial was a powerful example of the perfect way to win new customers: Helping people sort through something confusing – and something they feel will be a benefit – save them time and possibly save money.

Walgreens invites viewers to:

“Come in today to get your free, personalized report on the new Medicare prescription programs. ”

They go on to say:

“We can help you sort through all the confusion, so you can find the right prescription drug plan for your needs.”

- And:

“Walgreens accepts ALL major Medicare prescription insured plans,”

- Plus:

“Get $50 in coupons with your free report!”

Wow. Talk about benefits!

Judging from the questions Anne Marie was hearing, I can picture senior citizens lining up at Walgreens to get their “free, personalized report on the new Medicare prescription programs.” Customers who currently get their prescriptions filled at Eckert’s or Sam’s Club or any other pharmacy will likely switch to Walgreens or another pharmacy that is willing and able to help the customer understand the new prescription drug program so they can make an informed decision. Walgreens’ marketing is the ideal answer to the question: “How do we get new customers?”

How can you do this? Do you have products or services that can save time and/or money for consumers? Can you explain your services and answer questions in a clear, understandable manner that highlights the benefits to the customer?

If you can, customers will willingly come to you and want stay with you.

Ann Barr is a consultant and sales trainer who presents

Sales seminars in the U.S. and Canada.

To contact Ann, e-mail to: annbarr3@cox.net

Or visit her web site www.sellingsupplies.com

Profile Archive Issues

2006