Darlings, Love Thy Customer
Just utter the words “Valentine’s Day” and it strikes fear and pain in
the hearts of many a seasoned florist – so much so that many of us use
this opportunity to “train” (more like train wreck!) new staff for the
floor instead of facing the music ourselves.
This isn’t always the best thing to do. With a holiday that is hormone driven to a large extent, having some pretty young lovely at the counter may help with a sale but it’s often the more “mature” experienced folks who can make the first-time buyer a regular and potential big-time customer. These are the people who truly know the product and have a passion for flowers that the customer is sure to pick up on.
In these days of the “You can get that anywhere!” attitude, all many florists have left to offer, it seems, is service and at Valentine’s Day it is so important to put your best efforts out there! You get one chance at a first impression. I remember a young lad who used to come into my shop years ago; his first time being on Valentine’s Day. (I remember him because he was so cute...but I digress!) I treated him with respect, knowing that he could one day buy more than just one red rose. He asked all sorts of questions about the rose he was about to buy – how long it would last, whether he should keep it in the FREEZER overnight (duh!) and what that packet of powder was good for. We were so busy and I thought, “Shoot me NOW! I have no time for this nonsense. He wants this rose for one thing and one thing only, so this advice is all just a waste!” Nonetheless I cheerfully told him all he needed to know about the life and times of a rose and offered advice on other blossoms for next time. (I must have been medicated that day!) Although it was very busy in the shop, it didn’t take long to explain these pearls of wisdom to the little flower virgin. Oftentimes we can forget that the rest of the world may not know as much as we do and things need to be taught.
Here’s the scoop on that young man and the moral of the story. He came back with a girl attached to him to let me know that the rose he purchased lasted very well. I explained that with proper care, flowers can last longer than a bad relationship...maybe I used a different analogy, but I can’t remember now. They decided to buy another flower and I talked them into a different blossom. They thanked me and away they went. The young lad came in faithfully for over a year to get a different flower for his girlfriend. Sometimes we would give him a flower to try – on us – and for special occasions he would dig deeper and buy more than one bloom. Little did I know, but his girlfriend’s family was LOADED with money! Jackpot! We had a great time when the couple got married and we did all the flowers! So they lived happily ever after, blah, blah, blah!
I’m a speaker as well as a retail florist so I get to travel and speak internationally. It’s the same all over...service sells. I hear all the horror stories about lack of customer service and it makes me gag. To better build your business, grow it from the customers you already have. I tell my staff that I don’t care whether a client is spending two dollars or two hundred dollars in our store – let them know that this is the best money they have ever spent! Oh, and always thank them whether they bought something big, one carnation, or nothing at all. They will remember how well they were treated and if their experience is a negative one, then they will certainly remember that the next time they need flowers.
You never know who is coming into your store, and how much they are going to spend either now or in the future. So, this Valentine’s Day: think of not only the few pennies that you’ll get as a return on your investment, but the potential business that is walking through your doors. This is a great opportunity for us all to grow our core business, especially when so many people are streaming into the shop. It’s a chance to meet new customers and treat returning customers. We will see great results someday if we carefully plant the seeds of success!
Now, get your medication, plan for therapy if you have to, and have a wildly successful Valentine’s Day! Big kiss to all!
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