Consumers still value flowers, but many are becoming more selective about their purchases. An Ipsos survey of consumers conducted for the Society of American Florists found that 40% of Americans purchased flowers or plants for Mother’s Day — the highest participation rate ever recorded. Yet 45% said finances and budget would influence whether they purchase flowers and plants in the coming months.
That doesn’t mean florists need to compete on price. According to industry experts, they need to do a better job communicating value.
Don’t Lead With Price
Too often, florists begin sales conversations by asking customers how much they want to spend. According to Tim Huckabee of The Profitable Florist, that immediately shifts the focus away from the occasion and onto the customer’s budget.
He recommends focusing on the reason for the purchase — a birthday, anniversary, sympathy tribute or celebration. When customers think first about the recipient and the experience they want to create, the conversation naturally becomes about value rather than cost.
When customers compare flower shop prices to other outlets, Lori Wilson, PFCI, of Flower Clique sees an opportunity to educate rather than compete.
“You can talk about where your flowers come from,” Wilson says. “You can say that you’re a brick-and-mortar, locally owned flower shop. Your designers are educated. Don’t just sell the arrangements, sell the whole experience.”
That experience includes professional design, personalized service, quality product and accountability if something goes wrong — benefits that may not be obvious to consumers focused solely on price.
Don’t Apologize for Your Prices
Resist the urge to apologize — or offer a discount — when customers express sticker shock.
Explaining rising costs or industry challenges rarely changes a customer’s perception of value. Instead, Huckabee recommends responding confidently and professionally.
If a customer says they’ve seen a similar product elsewhere for less, acknowledge the comparison while reinforcing your standards for quality and service. For instance, if someone expressed surprise at the cost of orchids, Huckabee recommends this reply: “I’m sure you did see orchids at a lower price. However, I don’t know about the age or the quality of the orchids anyone else in town sells.”
That statement communicates that “you get what you pay for,” says Huckabee. “You instantly gain the respect of the customer, and it brings the conversation around a pivotal corner because the customer realizes you’re not going to apologize, you’re not going to negotiate, the price is the price and it’s fair and equitable.”
The goal is not to argue or negotiate, but to help customers understand what distinguishes your product from lower-priced alternatives.
As Huckabee points out, few other businesses apologize for charging what they need to charge. Florists shouldn’t either. Confidence in your pricing helps reinforce confidence in the value you provide.
Don’t Wait for Customers to Ask
The best time to communicate value isn’t when a customer questions the price. It’s before they ever ask.
Many florists are taking a proactive approach through social media, using videos and behind-the-scenes content to explain flower varieties, sourcing, design work and industry challenges. (Click here to see how one florist is doing this on Instagram). These efforts help customers better understand the expertise, labor and care that go into every arrangement long before they walk through the door.
“People who truly care and are price conscious, but still want the luxury of flowers, are going to watch that,” Wilson says.
Kenya McCullum is a contributing writer for the Society of American Florists.
