Wouldn’t you like to sell a $500 bouquet to someone who came in looking to purchase a gift for $50? Of course you would, but the reality is – it just doesn’t happen.
What does happen though is that some shops are regularly getting $200-300 orders while other shops average $60. Why is this? The answer lies in the approach. If you do not offer or ask for a higher priced order, how else will you get it? The key is knowing what your customers want in order to make it easier to meet and exceed their expectations. It’s important to identify and target your offering within reason so a customer feels comfortable and never feels out of place.
If the floral industry were car dealers, our showrooms would consist of everything from Chevys to Bentleys or just about any other luxury vehicle. If you have ever walked into a high-end
dealership the experience is night and day different from a middle-of-the-road dealer. Different levels of expectations exist and you are already identified by the showroom what it is you may be looking for. You can’t sell a Bentley to a customer shopping for a Chevy. You can, however, make sure the Chevy you sell them is fully loaded with all the options.
Here are a few guidelines you can use to target your customers:
1) Don’t spend out of your own pocket – $60 may be your personal price point, but your customer’s main objective is to convey an emotion. It’s your job to make the recipient feel impressed, wowed or adored. What you are willing to spend has no bearing on what your customer may be willing to spend. Don’t set limits for your customers.
2) Always ask what price range a customer is comfortable with or had in mind – Follow that up with “We can create custom arrangements in all price ranges… $50, $75, $100, $200…” Once you know this, you should be prepared for offerings. Your customer knows approximately what they would like. You have a good 20% to work with either way. Why take shots in the dark?
3) Always push back a little – When the customer says, “Would I get something nice for $75?”, sales agents should always respond with, “Yes of course, but if you are really trying to wow them I’d suggest $100-$150 to allow the designer to create something a bit more showy and elegant.” We cannot forget that customers are looking to us to guide them; after all we’re the professionals.
4) Curb your excitement for high-priced orders – The customer will lose faith in your offer if you seem too eager. They may even feel like they’re spending too much if you show too much enthusiasm. Confidence and a professional tone of voice are imperative if you want to increase your sales average.