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On the Level with Neville: July 2010
This Isn’t Let’s Make a Deal |
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Written by Neville MacKay
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In flower shops all over Canada, we hear those dreaded words: “Can I get that a little cheaper?” I know times are tough, belts need to be tightened and budgets have to be made, but why do florists often seem to get the short end of the stick!? My favourite is the bride who has six attendants, a huge dress, killer ring, sit-down dinner, limo – the whole works – and when she gets the quote for the flowers, she wants a little “discount” because she can’t afford them! Well, my little peach blossom, get rid of an attendant or two!
Wow, that felt good. If only we could say those things out loud and get away with it! (Actually, I have said that very thing, and worse, more than once!) It’s difficult sometimes to serve customers who want a lower price point, but there are ways we can approach these folks without being offensive. (Although it’s us who have been offended!)
When I go to a specialty store like a bakery, butcher or fish market, I’m not looking for a discount, I’m looking for top-quality goods and service from people who know what they are talking about. I can also get advice from the experts, knowing they stand behind what they offer for sale. We who work in flower shops, garden shops or combos of gift, flowers, etc., fall into that same specialty category. We don’t sell flowers and plants as “loss leaders” or as little impulse purchases. We offer high-quality products with the knowledge and expertise that comes with the territory. So, why is it so difficult for some of us to get it through the heads of our customers why our products cost more?
Perception is a wonderful thing, and we must make every effort to show off what we have, sell and know. You get one chance at a first impression, and it is nearly impossible to backpedal from a bad introduction. I went to a flower shop in the U.S. last March, as I had heard of the florist, and when I got to the store I saw the windows filled with Valentine’s Day stuff. I say “stuff” because it was picked over and well past its best-before date – remember this was mid-March! I didn’t bother even going in. Another shop in another city had poinsettias for sale in May. What’s wrong, people!? It’s just as bad to see those precious little plants, no longer flowering, just barely clinging to life, sitting in shops’ front windows for all to see. If you can’t sell it, get rid of it! Take them home, toss them or give them away. They are not helping to give a good impression of your store! Is it any wonder some people have such disregard for florists. If you look cheap, then people will expect cheap. There’s a difference between looking cheap and looking value priced.
Perceived value is imperative in a flower shop, as this is a huge money-maker for us all. The opportunity to get a custom-made piece is very enticing to many, especially when we take the time to ask some questions that will personalize the arrangement. It takes no time to offer a little upgrade to a plant or arrangement, and may make a big difference to a customer’s day.
Offering a customer a range of prices is a great way to build confidence and get more money from your customer. When people ask for an arrangement or cuts, (unless it’s a specific flower or number) try offering three prices. For example, say something like, “Of course we can work within your budget, but a lovely cut bouquet could be made for $40, $50 or $60.” Very few will go for the cheapest price, as no one wants to look cheap. This also keeps the client thinking they are in control of their spending choices, which is very important. Never ask if they’d like the tax and delivery included – we all know that is an extra service.
Listen to what folks are saying when they come into your store or call you. Words like “small,” “little something” and “not too big” translate to “I don’t want to spend much money.” This is a great opportunity to let your client know what you can do for them without breaking the bank. I suggest making a few recommendations after learning the reason for their purchase and then offering the three prices. Don’t go right to the “how much do you want to spend?”
We offer service in our stores. I want every customer who comes to our store to know that whether they’re spending $200 or $2, they have made the right decision to spend it at our shop. That means creating a positive experience from the start: a friendly hello, nice music playing, colourful displays, etc. Let the customer know, before they even ask for anything, that they are going to get top-notch product and service in your store. Give your customers tips and advice about what you sell, design ideas, cost-effective options – and thanks – and they will always opt for you over a cheap alternative.
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