Curriculum: Enhancing Customer Engagement through Cross-Selling and Upselling in Retail Pharmacy
Segun Adetayo (B.Pharm, MBA)
Course Title:
Enhancing Customer Engagement through Cross-Selling and Upselling in Retail Pharmacy
Total Duration:
4 Hours
Module 1: Introduction to Cross-Selling and Upselling (30 minutes)
● Topics Covered: ● Definitions
■ What is cross-selling?
■ What is upselling?
■ What is Link selling?
● Differences and similarities in retail environments
● Their importance in the Retail pharmacy setting.
● Test your knowledge
Module 2: Understanding Your Customer (30 Minutes)
● Topics Covered:
● Identifying and categorizing different types of customers (regulars, new
patients, caregivers).
● Creating customer personas for tailored service.
Module 3: Basic Customer Psychology (30 minutes)
● Topics Covered:
● How customers make purchasing decisions.
● Techniques to foster open-mindedness.
Module 4: Product Knowledge (1 hour)
● Topics Covered:
● In-depth look at key products that offer cross-selling and upselling
opportunities.
● Benefits and uses that align with different customer needs.
Module 5: Communication Skills for Effective Selling (30 minutes)
● Topics Covered:
● Building rapport and effective questioning techniques.
● Communicating benefits clearly and compellingly.
● The role of effective communication is cross, up and link-selling
Module 6: Selling Value Not Just Products (30 Minutes)
● Topics Covered:
● Focus on selling benefits and overall health improvement.
● Using storytelling to enhance product relevance.
● Emotive selling
● Why it is important to sell value and not just products
Module 7: Ethical Considerations in Selling (30 minutes)
● Topics Covered:
● Maintaining integrity and trust.
● Understanding ethical boundaries and responsibilities.
Module 8: Handling Objections and Closing Sales (30 minutes)
● Topics Covered:
● Techniques for overcoming objections.
● Strategies to close sales while ensuring customer satisfaction.
Interactive and Practical Exercises:
● Role-Playing: Integrated into each module to practice communication and sales techniques.
● Group Discussions: To reflect on experiences and ethical scenarios.
● Feedback Sessions: Peer and trainer feedback to refine approaches and pitches.
Evaluation and Certification
● Final Assessment: To demonstrate their understanding of effective cross-selling and upselling.
● Certification: Participants receive a certificate of completion.
