“Will this design look nice?” It’s a favorite customer question, which far too many florists instinctively answer, “Of course!” (perhaps with a trace of bitterness in their heads).
Doing so hampers your sales potential, said FloralStrategies president Tim Huckabee in his latest “Smart Selling” column for Floral Management.
“Please understand that [customers] are not questioning whether your shop is going to use the freshest flowers or create a lovely design,” he said. “If they were truly worried about those factors, they wouldn’t be ordering from you in the first place!”
The correct translation to that common query? “Am I spending enough?”
Huckabee recommends delivering your answer in two parts. First, confirm that, yes, the arrangement will be beautiful. “Doing so confirms your ability,” Huckabee said. Then, follow up with, “To make more of a splash or a statement, you can spend another X to Y dollars for a fuller look.” The suggestion “addresses their unspoken concern about money — and, of course, gives them the opportunity to spend more.”
For more tips, check out Huckabee’s latest article, “Next-Level Sales Skills to Master” here.
Huckabee is also on the lineup at SAF Palm Springs 2018, the Society of American Florists’ 134th annual convention, Sept. 12-15 in Rancho Mirage, California, as well as SAF’s 1-Day Profit Blast in Portland, Oregon, Oct. 7
Katie Hendrick Vincent is the senior contributing editor for the Society of American Florists.