Customer loyalty as a competitive strategy
Within the management of the concept of quality of service as a scheme of action for a medical representative, the habit of loyalty should be considered as the central objective for the pharmaceutical advice of which the main client is the object.
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| Customer loyalty as a competitive strategy |
For these reasons, customer loyalty means that long-term relationships are generated that allow a strategic sale of each of the products offered through pharmaceutical advice.
In the same way, the client of today is very different from that of other times, because in the present there is an information society. In the past, there was a more transactional and neutral character for customer service, even reaching almost robotic levels in which any person who provided service attended to their customers.
However, nowadays, people have more information channels through which they can have all the necessary data about the attributes and characteristics of a product to generate a service decision before buying any of these.
What does this mean then?
That the customer today is more informed than ever and already has a great idea about the scope of each pharmaceutical product.
If there is no adequate care by the medical sales representative, in future occasions his work could be replaced by the information provided by the drug itself, which is why the medical sales representative must continuously professionalize himself.
To this end, the medical representative must understand customer loyalty as a competitive strategy that will differentiate him from the rest of the professionals in this field.
By having a strong and constant client base that the sales representative can count on, he can be certain that his positive indicators will continue.
In addition, it will open simultaneous opportunities for you to increase said client portfolio, which forces you to reflect briefly on these important elements for customer loyalty.
The first element to take into account is that there is a sale of the service, but there is also a pre-sale and a post-sale.
Strategies must be developed to serve the customer in an effective way in order to subsequently have permanent communication with that customer so that a post-sale process can promote the development of new transactions.
But the most important point of all this is that every sales representative must understand that working relationships with direct and indirect clients must stop being transactional and become relational.
In this way, being certain that not only is a good quality service being provided and in accordance with current times and trends, but also that it responds to the historical moment that society is experiencing and will allow it to have an interesting degree of prosperity that can be permanent depending on their performance.
For all this, building customer loyalty is the most effective competitive strategy to differentiate yourself from the rest!
For these reasons, knowing each of its principles and its forms of action must be vital for each medical visitor in order to develop the elements of pharmaceutical marketing and thus, offer quality service delivery properly.
