A major prerogative of your private label supplements business is to expand by attracting new customers every day. Nowadays, it’s safe to assume that most people have heard of dietary supplements, and that many buy ones that have been widely advertised as playing a supportive role for various ailments.
But oftentimes, consumers enter a supplement store and are easily confused by the great choice of products. Your job is to educate them about the supplements’ benefits, understand your new customer’s needs and assist them with their purchase.
As a retailer, it helps to know and master the specific ways through which supplement benefits can be discussed with customers. In general, be responsible in your approach about what dietary supplements can or cannot do in order to gain your new customers’ loyalty and trust. This way, you’ll also protect yourself against legal troubles.
#1. Know and Understand Supplement Regulations
Before you even start interacting with customers, it’s essential that you and your employees or coworkers know the laws governing the industry.
In the U.S., supplements are regulated by the U.S. Food and Drug Administration (FDA) under the Dietary Supplement Health & Education Act (DSHEA) of 1994. The Federal Trade Commission (FTC) oversees the marketing and advertising for such products. Familiarize yourself with their clauses and remember:
- Never advertise a supplement as a substitute for a particular prescription drug.
- Never say that a supplement can cure a disease.
- Never try to sell a supplement by promoting it with treatment or curative claims.
After all, supplements are just that — they supplement a healthy regimen and are not substitutes for prescription drugs or general healthy habits. Dietary supplements are not magic pills that fix serious health problems.
#2. Study and Understand the Supplement Label
To be on the safe side while discussing dietary supplements with your customers, stick to the information provided on the label or in the manufacturer’s promotional materials. The language used there must be within the scope of the law, so it’s safe to borrow and reiterate.
Moreover, surveys show that when it comes to purchasing a supplement, consumers rely on the information provided in the Supplement Fact Box. The label usually includes the ingredients, daily values, containing dosage, as well as the supplement’s supportive function – e.g. maintain heart health, eye health, etc. Study the label information, and be prepared for questions regarding overall health benefits, daily dosing, ingredients and more. The Council for Responsible Nutrition also has a sample label on its website, marked with arrows and explanations to show folks what kind of information the label provides and where it is located.
#3. Advise Your Customers to Consult Their Doctors First
Going back to the industry regulations we mentioned earlier, you must not make false promises about the benefits of supplements or give medical advice. Your primary role is to assist customers by providing valuable information and guide them in their choice of product.
But before you can offer your assistance, make sure that your customer has already consulted a healthcare professional such as their physician, nurse practitioner or registered dietitian, who is trained to give proper medical advice. In other words, encourage your potential customers to consult their doctors and have an open dialogue about the supplements they are considering taking.
#4. Educate
Again, the number of products available tends to overwhelm consumers. The best approach will be to start with the basics – ask them whether they’ve consulted with a medical professional before coming to your store. If they have, it’ll be easier to discuss a particular supplement and provide more information about its benefits.
You can share with the customers valuable informational resources such as educational materials from the manufacturer, trustworthy studies, and surveys. At the same time, you’ll also have to continue to update your own training though the various educational channels the industry offers. They include webinars, trade shows and more. In addition, you need to keep up with the latest scientific studies, revised policy or regulatory issues.
#5. Customer Service as a Way of Building Trust
Train your staff well by explaining that private label supplements should be discussed within the limits of proper language as defined by the law. Still, despite following the legal guidelines, your employees also need to develop personalized and genuine one-on-one relationships with customers. That way, by providing trusted, personalized information and by showing great care and attention, you’ll win over your first-time customers. Most of the time, repeat business is due to great customer service that has gained the trust of a customer, and made them loyal to your brand.
Conclusion
Selling private label supplements has to be approached with great responsibility and a great amount of knowledge. For any business to attract new customers, it is essential to adopt a carefully calculated strategy. And that includes being cautious when talking about the supplements’ benefits and educating your staff as well as your customers.
We at Private Label Supplement are always happy to see our clients’ businesses grow. Check your inventory and our predictions for the hottest private label supplements for summer 2014 and give us a call to make sure you are fully stocked. Call at 855-209-0225 ext. 2 or email us at sales@privatelabelsupplement.com and order now!
All my best,
Stefani Thionnet
Stay focused and never give up!
