A discount solves this month's objection and creates next month's problem.
When a pharmacist pushes back on price, the reflex is to give something off the invoice. At trade level, the better lever is bonus goods: free units on a qualifying order, with the price left untouched.
- A discount cuts the price on every invoice. A bonus adds units and keeps the price.
- A discount resets what the pharmacy expects next time. A bonus protects the list price.
- A discount rewards nothing in return. A bonus is tied to the units ordered.
- A discount is hard to take back. A bonus runs for a set period, then ends.
Two rules I hold my teams to. Never promise a scheme that has not been approved. And bonus goods are for trade customers only, never for doctors.
“Protect the price. Reward the volume.”
Lesson 6 of 19 in Step 6: Objections and influence, with the full guide and a checklist for this week.