Ever hear a customer complain that florists inflate the price of poinsettias?
It’s sad that many consumers believe this — but sadder that the typical florist’s response to such accusations is “to squirm and apologize,” said sales expert Tim Huckabee, president of FloralStrategies and a Floral Management columnist.
The first step in avoiding this scenario? Put a little thought into your visual merchandising.
“Too many florists unload the paper-wrapped poinsettias from the wholesaler and place them on the floor,” Huckabee said. “If a customer comes to your store, then he or she expects something more interesting that what you were selling back in 1995.”
A stylish basket, some branches (glittering or otherwise), pinecones or ribbon goes a long way. Customers will happily pay more for a unique gift choice that’s not available everywhere.
“If they wanted a plain poinsettia, they would have gone to a grocery store,” Huckabee said. “Make them happy about choosing to shop at your store!”
In the same vein, florists can ask their wholesalers for some of the newer, more unusual varieties to wow shoppers.
If customers still grouse, “look at this as an opportunity to educate (them),” Huckabee said. Try: “Our poinsettias, artfully decorated by our designers, really make a statement!” or “Our poinsettias aren’t just the plants you see everywhere. We add (mention embellishments) so they are truly a holiday gift!”
For more detailed advice, check out the “Dear Tim…” column in this month’s Floral Management.
