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The life of the Pharmacist is increasingly difficult: pressed on the one hand by the need to achieve daily sales targets on which he is measured and on the other by an increasingly fierce, discontented, rude and arrogant Clientele he ends up stressed and loving less and less a job to which he has devoted years of study and which he has often chosen to do out of passion or family tradition. The onslaught of multinational corporations on the system of traditional and family Pharmacies contributes to the relegation of the practitioner to a mere salesperson or at best an expert salesperson. Thus, the relational aspect that allowed for a relationship of trust with The Pharmacist and mutual satisfaction is missing. The introduction of an ever-widening range of services and products into the Pharmacy, the entry of modern marketing techniques, and the use of sales techniques in place of professional advice make the Pharmacist's life truly difficult. So what to do? How to cope with this transition? How to not only simply survive but live with these very rapid changes? This Handbook, far from claiming to exhaust a series of multifaceted topics, offers the professional food for thought, delves into sales techniques borrowed from one of the most advanced and complex sectors (Automotive) and at the same time gives access to practical tools for dealing with change and Clients. And yes, because behind all this it is necessary to remember that there is always a person, a human being with his load of fears, sufferings, with his request, not always placed in the right way, for help. If we are able to amplify the requests of those who keep silent and contain those of those who rant, our professional life will enjoy immediate benefits. Our Pharmacy will see a gradual increase in productivity and consequently profitability. It is my hope that your Management will also embark on a journey of training your Team with the goal of facilitating relationships among the members of the Pharmacy team because unity is strength. Playing with the same schemes and for the same goal is winning in a market that has put competitiveness first. Good reading.
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