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Did you ever wonder why your average website sale is $10 to $20 higher than your average phone-in sale? Your website is set up to offer a better selection and suggest add-on items. If you haven’t trained your staff to sell featured designs and add-ons, you are leaving your customers to guess at what to order.
The next three months are crucial to your shop’s financial health. It’s a good bet that about 90% of the people who contact your shop have no idea what they are going to order. An equal percentage of the time, the salesperson begins the conversation with a discussion of money, not products. Often, the customer is asked, “How much do you want to spend?” We never expect that kind of feckless question from other retailers. Imagine if that was your greeting from a dress shop clerk, waiter, caterer, or photographer. Why have so many florists fallen into this trap?
Break the Mold
The best way to escape the trap is to first find out the purpose for the flowers and then ask the callers if they would like a recommendation.
Asking those two simple questions can work like magic to impress your customers and increase your average sales figure. Make it easy for your staff to assist customers by creating featured designs, or specials, in three price points. Write brief descriptions of each design for your staff to use and you will see a significant increase in selling arrangements that give you a better profit margin.
Every shop can make a beautiful arrangement for $80. When people see a premium arrangement, they often ask, “Who is your florist?” They don’t ask, “How much did that cost?” So, the way to improve your reputation is to learn how to sell more premium arrangements that get noticed.
Determine Price Points
Successful restaurant owners know how to set prices. They keep a close eye on their food costs and create their specials from seasonal food to take advantage of lower costs. Then they go back to their kitchens and plan their menu and specials around those fresh, seasonal purchases. They may have Maine lobster on the menu all year, but it is featured as a special only in season.
That’s a good plan for any florist to follow. Buy seasonal flowers to get the best prices and create specials around them.
Just like restaurants, offer the shop specials to your customers first because those will give you the largest profit margin. After all, aren’t you usually glad when your waiter gives you a rundown of the restaurant’s current special entrees? So, why wouldn’t your customers appreciate being told about your shop’s special designs? If that’s not what they want, they need only say “no, thanks.” No harm done.
Overall, your customers will be glad to hear about your featured designs and will often choose the first one you describe to them. That’s why you should lead off with a higher price point. You might resist starting high, but it is a proven strategy. The reality is that most florists under price their designs and undersell to their customers. If that were not true, then why do customers choose higher priced arrangements and add-ons from your website? They want better arrangements. The reason they aren’t asking for them is because you frame the purchase decision around money, not around the best products for that occasion.
You would probably say that you rarely sell $100 arrangements. And you would be correct. When was the last time you offered one?
You aren’t clairvoyant! Don’t try to guess what each of your customers is willing to spend. Give them the opportunity to participate in the selection of their gift. Always describe the arrangement before you give the price. (Imagine a waiter saying, “For $25.99 we could serve you a sirloin steak, baked potato, and garden salad.” Awkward, right?)
Describe a higher price point design, such as $79, and let your customers react. Let them play a role in deciding if that fits their needs. If they don’t want to spend that much, they will say, “Do you have something less expensive?” That’s your cue to describe a lower priced shop special at $59. Your descriptions should be brief, exciting, and indicate relative size. For example, “Our
most popular arrangement for hospital delivery is a tall vase of colorful flowers, such as daisies, carnations, lilies, and roses that is large enough to be enjoyed from anywhere in the room. It runs $89. How does that sound?”
If they ask for something less expensive, you can respond with, “We have a lovely arrangement in a green glass cube that contains an assortment of bright, cheerful blooms. It’s smaller, but very attractive and it’s $59. Would you like to send that?”
Know What’s Important
What is most important to you when you’re planning your specials is not what is most important to your customers – and it helps to understand the difference. What your customers are looking for primarily is perceived value. They want to purchase and/or send a design that is beautiful and will be appreciated by those who see it and/or receive it.
For most consumers (not all) perceived value is focused on size and longevity. They are impressed with showy flower arrangements that are well-conditioned and will last a week or more. This does not mean that you shouldn’t offer smaller, compact designs. However, you should describe them without using words such as “small,” “less expensive,” or “average.” Instead, use words such as “more compact,” “a nice size,” and “a good value.”
If you do a lot of incoming wire orders, familiarize yourself with upcoming wire service designs so that you can use some of the same flowers in your specials.
Look for add-ons for each of your shop specials and be sure that your staff is trained to offer them every time they sell one of the designs. Give your staff the right words to use. For example, “For an extra special touch, we can add a Happy Holidays balloon for just $7,” or “Would you like to include one of our limited edition, gift-boxed Christmas ornaments to go with that for an extra $15?” When you give them the right words to say, your staff will be more confident and increase the average sales.
Higher Profit Margins
When you offer featured designs, you exercise more control over your profit margins. You choose what flowers and greenery to include and what container to place them in.
With planning, you can shop for good buys on featured flowers and greenery and look for containers throughout the year that you can use for your featured designs and holiday arrangements. Always be on the lookout for great deals that will appeal to your customers and improve your profit margin. For example, in April you might have taken advantage of a great price break on a discontinued dark green and gold vase. It will be fantastic as a container for a featured design during November and December.
This kind of buying can significantly improve your usual profit margin because you will sell it at the mark up from the typical wholesale price. Your customers won’t know the difference but your bottom line will!
Controlling your costs is one of the main advantages of featured designs. You can take the time to write a fetching description of the designs for your staff so that they won’t have to describe arrangements off the top of their heads. When it’s busy in the shop, those descriptions could be muddled and not very attractive. But if they have a script, customers are given an accurate, attractive account of those special compositions.
Frequent Changes
Schedule new shop specials every month or two. Put it on your calendar so that it becomes routine.
Send emails to your customer list with a photo or two of the newest shop specials. Point out that they are original designs featuring the freshest flowers and greenery arranged in an upgraded vase. It helps to name each design with a catchy description. This makes it easier for them to place orders for a specific special. To avoid confusion, check the wire service design names to be certain you don’t duplicate them or name them something that is too similar.
Make notes of which shop specials are particularly popular so that you can use those flowers or color combinations again. As you create new designs, always keep in mind that these are “specials” and should offer value, beauty, and artistry to your local customers.
Holiday Gift Giving
According to M.J. Ryan, author of Random Acts of Kindness, the exchange of gifts widens our network of friends and builds stronger interpersonal connections. Most Americans give more gifts than they receive, which is a testament to the big heart of our country. Flowers make a
great gift because they elevate moods and everyone loves receiving a fresh arrangement.
Help your customers remember people in their lives who deserve a gift of gratitude or love by posting this list on your website and sending it in an email. Suggest that they order your shop’s special designs for the special people in their lives.
- Neighbors. Let your neighbors know how much you appreciate them. You can even get a treat yourself by watching as the delivery van pulls up and your gift is delivered.
- Teachers and tutors. Have a small bouquet delivered to the school so that the whole class can enjoy it!
- Co-workers. Thank an office mate who has been supportive throughout the year. Flowers make an office or cubicle more cheerful and festive.
- Childcare provider. Those who care for your children are especially important. Let them know by sending them a beautiful flower arrangement.
- House cleaner. Instead of an extra tip, hand your house cleaner a lovely floral gift. It’s more personal and thoughtful.
- Boss. Flowers are appropriate for any boss – male or female and any age.
- Postal worker. Surprise your letter carrier with a gift card from the shop.
- Clergy member. Give thanks to those who administer to your spirit with a gift of nature’s most beautiful blooms.
- Health care worker. Does someone watch over an elderly relative? Has a nurse or doctor been particularly important to you this year? A flower arrangement will let them know they are appreciated.
