Flower Sale or Fail? BY TIM HUCKABEE CALL FOR HOUSEWARMING GIFT TURNS COLD


Editor’s Note: In “Flower Sale or Fail?”, sales guru Tim Huckabee calls florists across the U.S. posing as a customer to assess their sales techniques. Scan the QR code to listen and share your feedback on the Society of American Florists’ Floral Education Hub.


Shop Details This is what I would describe as a “leg- acy” brand flower shop with multiple locations in a big city on the east coast. They have served generations of cus- tomers and have a great reputation.


The Setup My sister and brother-in-law moved into a new home, and I wanted to send a gift. As I often do, I stressed that I was call- ing from out of town and really needed this gift to be special since I couldn’t be there. I never gave a budget and let the clerk set the price. In essence, I handed over a blank check.


Shining Moments Everyone can learn from a job well done. Here is where the sales rep excelled. She first asked if I had ordered with


them in the past to see if I was already in their system. That helps to eliminate duplication of accounts and can some- times help you see a returning customer’s history. Do you make this smart move?


THINK YOU’RE A SALES HOTSHOT? SHOW US!


This is your chance to have your sales team evaluated by Tim during a mys- tery call. Not only will you receive valuable feedback to put into practice, but you’ll also compete against other shops for a chance to win first-,sec- ond-, and third-place cash prizes! Send your name, business name, and phone number to Tim at tim@theprofitableflorist.com.


The order in which she asked for


information was beneficial because she migrated from taking delivery infor- mation to taking the card message, enabling her to learn both the occasion and how many people this gift should represent. Do you pay attention to the card message? Do you adjust what you offer based on the number of names on the card? When asked about plants, she


immediately knew her inventory, which is great. No need to put me on hold or to take time surfing the shop’s website. Do you know what’s in stock when you answer the phone?


Blunders Most calls include some blunders that have a negative impact on the sales. Make sure you don’t make these same mistakes, and you’ll find that you’re tak- ing bigger, better and quicker orders. I cringed when I heard that awkward


question: “How much do you want to spend?” Often, a customer doesn’t know how much money it will take to purchase what they want. It’s the sales rep’s job to help the customer understand the best options, sizes and prices. While I just applauded her instan-


taneously for knowing her inventory, I promise that your average customer does not know what a Dieffenbachia is (it sounds like a skin rash to me!), so talk about “lush, green floor plants,” or “colorful, flowering plants in ceramic containers.” Use descriptions that help the customer envision the product. Add-ons are important. Customers


like to buy them, and they add money to your bottom line. The clerk was too efficient and breezed past the chance to let me upgrade the container, add some balloons, or really think outside the box


16 FLORAL MANAGEMENT | March/April 2025 | WWW.SAFNOW.ORG


and capture a new customer by offer- ing me a gift certificate for my sister. Sometimes, sales reps need to put on their marketing hat!


Tim’s Fix Had I taken the call, I would have per- sonalized the conversation a lot more. We all have different personalities and comfort levels with customers, but asking, “What brought your family to the area?” or commenting, “They’re in a great part of town!” would easily make the sale much warmer and maybe even bigger. This scenario presented the per- fect opportunity to offer an impressive plant in a special container (for a higher price). There was even an opportunity to offer another nice housewarming gift, such as a fruit or gourmet gift basket.


Tim Huckabee is the founder of The Profitable Florist, an education provider that teaches best floral business practices remotely and on site. He has been training florists for over 27 years how to become more prosperous. Find him at www.theprofitableflorist.com.


LISTEN Listen to a recording of the call and give your feedback.


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