A friendly, reassuring sales clerk, solid professionalism and a ready-to-buy customer should have added up to a home run sale. Instead, an undercover call placed by sales and service expert Tim Huckabee for his ongoing column in Floral Management magazine revealed how easily florists can undersell emotionally charged moments — and leave serious revenue behind.
Huckabee, posing as a husband needing flowers for his 40th anniversary, called a prominent suburban Chicago shop. The sales clerk’s tone was friendly, the logistics were smooth and pricing options were clearly explained.
But something crucial was missing.
Despite multiple buying signals — a milestone anniversary, an out-of-town husband and a desire for something meaningful — the salesperson never elevated the conversation — or the price point. There were no congratulations, no sense of excitement, and no attempt to paint a picture of a truly memorable, premium arrangement.
“Emotion drives the biggest sales,” writes Huckabee in the January/February issue of Floral Management. “When customers share the story behind their order, it’s not small talk — it’s an invitation to serve them better.”
Read “Flower Sale or Fail” in the January issue of Floral Management and listen to the call online to explore how recognizing emotional cues, reframing value and confidently recommending premium options can transform ordinary calls into extraordinary sales.
Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.
