Connecting with the customer about why they’re ordering flowers is a critical part of customer service, said Tim Huckabee, president of FloralStrategies, LLC, during SAF’s 1-Day Profit Blast in Cincinnati.
When a call comes in for a sympathy arrangement in the middle of a busy, busy day, does your staff take the time to express sincere sorrow for the customer’s loss?
Or, when a customer orders a design for a milestone anniversary, does your team say, “congratulations” before talking color, size and design style?
Those responses aren’t just niceties, says Tim Huckabee, president of FloralStrategies, LLC. Instead, they’re opportunities to truly connect with customers and potentially increase a sale.
While most florists assume their staff members are commenting on orders and card messages, in the hubbub of the day, those kinds of quick but important interactions can fall by the wayside.
“I once test-called a number of shops as a customer whose grandmother died,” Huckabee told nearly 70 floral industry members gathered last week for SAF’s 1-Day Profit Blast in Cincinnati. “Only one shop expressed sympathy.”
The solution: Training and practice.
“Train your staff to comment on the card message,” said Huckabee, who advocates florists take the card message before discussing product, to better gauge where the transaction amount should be (“Happy birthday, Grandma, Love, Bobby” vs “Happy birthday, Grandma, Love your 15 grandchildren”).
“It really helps you bond with the customer,” he added.
The comments don’t have to be extensive — a simple “I’m so sorry” or “congratulations” can go a long way — but it is helpful to practice responses beforehand (and to have a list of possible responses ready).
Some expressions Huckabee recommends:
- How exciting!
- You must be so proud!
- What great news!
- I’m sorry to hear that.
- What a great reason for sending flowers!
Click here for Huckabee’s Profit Blast presentation and extensive pointers on creating a customizable script that can help your shop increase sales and average transactions.
