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On the level with Neville: January 2011
‘Can I Get It Cheaper?’ |
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Written by Neville MacKay
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My nerves, it’s hard these days to squeeze the few pennies you can from some people. So many are . . . well, cheap, and don’t understand the value of our beautiful flowers and containers, let alone the knowledge and skill of the staff in a flower shop. We all know a few tightwads who insist on gracing us with their presence. Don’t you just want to toss them a coin and tell them to get back on the bus? (In fact, I did say that once.) I can still see an old favourite of mine, Mrs. Squeak, prying out that mouldy money from her padlocked purse, letting me know that her money was far more valuable than any other! Well, in fact, it is – at least in her mind. I always try to remember that whether customers are spending $2 or $200, we must let them know spending it at our store is the best decision they’ve ever made!
It isn’t that terrible dealing with cheap customers so long as you can meet them halfway. We all love to think we’re getting a deal, some extra attention or something for free. Often, with the right words, a smile and sometimes a wink, we can give our customers what they think is that extra bit just for them without it costing an arm.
Never apologize for your prices. You have rent, salaries, therapy, and whatever else to pay for, and that costs money. I heard a person actually ask a customer if they wanted the price of the order to include tax and delivery – the two things you really have no control over! Of course, a person would want those included, so unless you are willing to eat that cost, be ready for the call when the customer sees his or her flowers, less the cost of delivery and tax. Think about it: when you go to a restaurant, can you offer less for a meal on the menu? If you can, let me know where, so long as it’s not a real dump.
At our store, we offer three prices when speaking to a client about an arrangement. That is, of course, after having found out such information as to whom and where it’s going, and the occasion. By suggesting three prices (we also say we can work within most budgets) we allow customers to make up their own mind, and most times they will not take the lowest price. Really, who wants to look cheap on purpose? Then we say that there is, of course, tax and delivery. We all know these things cost, and trying to hide it works as well as a comb-over in a windstorm.
Giving your cheap customers the odd tip, trick of the trade or dollar-saving advice makes them feel so special. When we sit with a budget bride (you know the ones – nagging mother in tow, diamond chip ring, sour face) we always offer a few “great” money-saving ideas: getting trees at the garden centre early in the spring for staging at the service, using apples for décor on the gift or buffet table, placing the bridal party flowers on the head table for centrepieces, and bringing church pieces to use at the reception’s most important place . . . the bar!
Try telling a client that you have something special out back for them. It’s an old trick, but one that still works in the floral industry. Many of us keep extra stock in a back fridge, and when folks think they are getting more for their money, why not go get the roses out back that are the same as the ones in the front if it’s going to please the old crow?
Statistically people will spend 20 per cent more than they budget for. Remember this when your customer says they have a $50 budget, and suggest that although you usually do an arrangement for $75 you could make them a lovely piece for $60. Chances are you’ll get the extra $10; the customer will be getting a deal (you’ve made them feel good, and that is a deal!) and so will you!
Meet your customers halfway when they start on your prices, but don’t back down unless it’s an old stock item you want to clear out. Switch the conversation to one that is more universal: people love to complain about tax, so complain along with them. Be careful though, as offering tax-free is like a beacon for cheap people and news like that spreads quickly. I know this from experience, as we are part of a discount club at the theatre. We do get some extra business from people who may not have considered us, so the cost is justified, and that little discount is cheap advertising.
Is it all worth it? Well, most times it is, but you have to decide whether or not the benefits outweigh the pain some people cause. Personally, most of the cheap old birds we get in our store are sweet in their own way, and giving them a deal is just good karma. (But sometimes, suggesting they go away just feels better!)
Neville owns and operates My Mother’s Bloomers in Halifax and lives close to Peggy’s Cove with his partner, David, three cats and an overgrown garden. For more info on Neville or to book him for a show or talk, check out www.mymothersbloomers.com.
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