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Importance of POB

1. POB stands for point of business and is a direct face-to-face interaction between a seller and buyer that can communicate the facts needed for a purchasing decision. 2. Conducting POB is important for increasing business performance, maintaining supply chains, identifying potential retailers, honoring prescriptions to reduce substitutions, and reducing expired products. 3. When doing POB, representatives should find the best time to visit retailers, understand their expectations, provide scientific product information to build trust, and ensure retailers feel supported rather than disturbed.

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Andrea Mitchell
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699 views2 pages

Importance of POB

1. POB stands for point of business and is a direct face-to-face interaction between a seller and buyer that can communicate the facts needed for a purchasing decision. 2. Conducting POB is important for increasing business performance, maintaining supply chains, identifying potential retailers, honoring prescriptions to reduce substitutions, and reducing expired products. 3. When doing POB, representatives should find the best time to visit retailers, understand their expectations, provide scientific product information to build trust, and ensure retailers feel supported rather than disturbed.

Uploaded by

Andrea Mitchell
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
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Importance of POB & proven tips of POB Who are customer? 1. Doctor 2. Retailer 3.

Stockiest Today we only discus about second customer (retailer) There are two types of retailer. 1. Retail only a. who serves prescription b. honor prescription & ensure sales of doctor prescription habit 2. self consuming retailer a. he also serves prescription b. ensure sales through prescription c. sales through his/her self practices also. Sales is directly influenced by availability of products. The marketer uses distribution channels to display sales or deliver the product through wholesaler to retailer. 1. process of product availability a. direct order from retailer to stockiest b. POB from retailer What is POB? POB is to bring the right product into contract with the right customer. It is a direct face to face, seller to buyer influence which can communicate the facts necessary for making buying decision. Benefit of POB. a. increasing the business performance to enhance compositeness b. helps in supply chain c. identification of potential retailer d. to make hounor of prescription and reduce substitution e. to reduce expiry of product \\ to maintain the movement of prescribe product f. helps to obtain information from the retailer about doctor prescription habit and competitor activity. g. To encure sales performance/ MSO month wise development status. Our greatest assets is the retailer, so that find potential retailer categories them allocated a time and visit frequency - Choose the best time to visit retailer -Get the expectation/reaction towards our company

-Give the scientific information/quality of product company vision/profile product information and make trust -Make sure to feel them that you are there to helps him/her not to disturb them. -For this body language, time management, planning, development of objection handling and clear voice required. Retailer are the most importance person in pharma marketing. A retail is not depended on us, we are depended on him. When we achieve customer loyalty then only we can become success on POB. Today retailer are becoming harder to please. They are smarter more prices/bonus conscious more demanding less forgiving and they are approached by many more competitor with equal or better offers. We should be able to mange detailed information about individual retailer and carefully mange all the retailer and maximize the retailer loyalty. The challenge is not to produce satisfied retailer several competitor can do this, the challenge is to produce delighted and loyal retailer. A highly satisfied customer stays loyal longer buy more as the company introduce new product, honour the prescription talks favorably about the company and its product pays less attention to competing brand gives services idea to the company.

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