Consumers are expected to spend billions to commemorate Mom’s special day next month. According to a report by Numerator, 30% of shoppers plan to spend more than $100 on Mother’s Day gifts. Florists can secure a sizable piece of that money by upselling customers on bigger arrangements, thoughtful add-ons, and flower subscriptions.

“The secret to upselling is not to let the customer feel they’re being upsold,” says Art Conforti, PFCI, founder of Bloomerang Solutions, a floral consulting agency. “The customer should want it.”

Give Staff Talking Points

There’s a right way to upsell and a wrong way, Conforti says. First, don’t push too aggressively because customers who feel pressured to spend more than they want are unlikely to become repeat customers. Second, don’t just ask, “Do you want to add ?”

“Say how the product is going to be used,” Conforti says. For example, “Would you like a balloon to let everyone know it’s Mother’s Day in the office?” or “Would you like a box of chocolates for her to enjoy?”

If the customer can visualize how the recipient will enjoy or appreciate the add-on item, they’ll be more likely to buy it, Conforti says.

Incentivize Staff

At Hansen’s Flower Shop in Fairfield, Connecticut, employees are incentivized to sell add-ons, which account for an extra 10 percent in revenue, says owner Bruce Minoff. He provides employees with a script and they are encouraged to follow it and do well because they’re rewarded for it.

“We pay our employees for each extra item they sell,” Minoff says.

For example, an employee earns $1 to $2 for upselling a greeting card, $1 for a latex balloon, $1.50 for a Mylar balloon, and $3 for a bottle of wine. Depending on the size, a box of chocolates nets employees $1 to $3 and a plush animal nets $1.50 to $3.

Train Staff to Start High

At Saville Flowers in Evanston, Illinois, staff don’t start the conversation by asking customers what their price point is. Instead, they are instructed to initially promote an arrangement on the high end.

“Pitching high from a place of confidence and expertise is what customers want to hear,” says Mark Jones, owner and lead designer at Saville. “I train staff to be mindful of the intonation, especially at the end of the pitch.”

For example, staff may suggest a $200 arrangement that allows the designer to showcase their creativity with premium blooms. This allows the customer to see the best the shop has to offer.

“Then wait and let the customer respond,” Jones says. “If someone says, ‘Woah! That’s too high!’ it’s much easier to come back and adjust.”

By starting high and going down at the customer’s request, the customer will feel they’re being listened to. It also prevents the customer from feeling pressured if they initially request a lower-cost arrangement and sales staff suggest they spend more.

Encourage Subscriptions

Upselling isn’t only about additional stems or items. Florists can also sell subscriptions for a gift that lasts beyond Mother’s Day, such as a flower subscription, to ensure the shop will have a repeat customer. Gift-givers will be more receptive to an ongoing subscription if staff can illustrate how it will make Mom feel, Conforti says.

He suggests prompts such as: “Would you like me to put in a subscription program so Mom can look forward to flowers or a replenishment bouquet every couple months?” or “Wouldn’t it be nice to have her taken care of for the year?”

Don’t Neglect Online Customers

When customers shop exclusively online, there are no sales staff to lead them toward premium arrangements or additional items. Savvy florists ensure their websites help drive higher sales.

“We keep our online catalogue custom and consistently place the highest price point as the first picture to better demonstrate the designer quality of our work,” Jones says.

When customers select an arrangement on Hansen’s Flower Shop’s website, the mid-range price point is automatically selected. Customers can choose to downgrade to the smaller size or upgrade with more flowers. Add-ons are featured alongside every arrangement with different price points available.

Laurie Herrera is a contributing writer for the Society of American Florists.