Whenever a customer steps into your shop or calls to place an order, it represents a big opportunity for you as a florist. It’s a chance to deliver this consumer a great customer service experience and give them exactly what they’re looking for – beautiful flowers. The key with any sales transaction is asking the right questions and picking up verbal or visual clues to ensure this shopper gets the right blooms for the right occasion and you make a successful sale. Read on to find out what you need to ask every customer.
Don’t let no be an answer
Let me just start off with the easy part. There are introduction-style questions that no salesperson in a retail establishment should be asking. Any question that can be answered with a “no” should be banned from your sales floor. Why is this not acceptable? Simply put, it ends the dialogue between you and the customer. These questions include “Can I help you?”, “Are you looking for something special today?” and “Is there something I can help you find?” Shocking as it may seem, these are big no-nos in the sales world and very difficult to untrain yourself from.
Simple changes can help you make the transition – changing “can I help you” to “how can I help you” is a step in the right direction. See how that requires commitment on the part of the customer to participate? Other phrases to go with could include “What are you looking for today?” or “What occasion are you buying for?” If you are on the phone, ask the customer to first let you know what the flowers are for and what the card should read. Getting this information will get the customer talking and deliver you more information. Once you know what the customer is looking for, you can better determine how much they want to spend and what type of flowers will best suit their needs. For instance, if the occasion is a 25th wedding anniversary and there are five senders listed on the card, chances are the client will be looking to spend more than $20 on an arrangement.
Gathering this type of information will help you avoid asking, “How much do you want to spend?” When you pose this question to customers, you have just cheated yourself out of at least $10 per transaction, as customers will always give you their lowest preferred price. Think how much that would be if you added it all up!
Pinning down a price
How should you approach the price? I have always given statements when it comes to pricing. “That style of bouquet runs you about $30, $40 or $50.” Seldom will the customer choose the $30 because they do not want to appear cheap. If they want to appear extravagant, they will either choose the highest price offered or even up your price . . . all the better! If they are on a budget, they usually compromise for the middle price.
Here is another little tip. Don’t put your lowest price arrangements in the cooler to view. Always use the middle ground as this gives you some negotiating power and room to upsell. You could tell the shopper, “I can create something similar but smaller for what you are asking for.” Another statement I love to use is “I will gladly design that for you for $35, but I would love to have $50 to make it really special.” Sometimes the client agrees to $50, sometimes they compromise and go for $45, and sometimes they stick within their budget.
If you are trying to push a certain flower you want to move for optimum life, you could let the customer know: “We have these orange lilies that are at their prime right now, that with some great sunflowers and curly willow would make the excellent beginnings of a cheerful bouquet.” You will notice that was not a question, but a statement. Always find out if there are specific flowers they are expecting and the style of design they are looking for. Keep in mind that while you understand that certain stems are priced higher than others, your customer may not. You will have to explain that three exotic flowers in a vase can run the same price as a $50 hand-tied arrangement in a vase. Do not assume your customer understands this concept.
Prepare your staff
One suggestion I might offer is to provide all your staff with a list of questions they could ask. Have a brainstorming session before a holiday so everyone is on the same page and all the orders have the necessary information required to ensure the very best service.
Brief staff every morning on the day’s expectations, floral selection and inventory so that everyone is focused and working towards the same purpose. Is there a certain product or variety that you need to move out of your cooler? Make it today’s objective. Tailor the day’s customer questions to this objective. Writing your daily goal down at the start of the day draws your attention to the overall picture and the importance of selling. It does take time but the payoff is worth it. Would you not want everyone to be on the same page and focused on making your business successful each and every day instead of just “showing up”? Think about the extra dollars you could make with a focused group of employees!
Ensuring that your customers are truly valued and that you have a profitable business is achievable with the right questions and focus. Doing so will deliver your customers with the very best service and encourage them to come back often.
M.G. Bernice Klassen is experienced in nearly every aspect of the floral industry, including retail, wholesale and grocery chain. Armed with a business administration degree, with a specialty in marketing and management, Bernice is now offering her services as a floral consultant to the industry. Contact Bernice directly at
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