Flower Sale or Fail? BY TIM HUCKABEE


50TH BIRTHDAY SALE FELL SHORT


Shop Details For this call, I chose a well-known flower shop in the heart of Chicago. Since this is a prominent florist in the center of a major city, I expected the conversation, creativity, confidence and pricing to be next level.


The Setup My sister was turning 50 and trav- eling to Chicago on business, where she would spend the week in a hotel. I wanted flowers waiting in her room to brighten the space and make this mile- stone birthday feel special. I didn’t know exactly what I wanted,


but I gave the salesperson one enor- mous clue: Her favorite color is pink. In other words, I wasn’t shopping


for “some flowers.” I was shopping for an experience — and practically begging the florist to help me create it.


Shining Moments The salesperson was pleasant, patient and easy to talk to. She listened to the occasion and confirmed that the shop could create a mixed design using pink flowers. She also gave me three clear


choices: 15 stems for $115, 28 stems for $165 or 35 stems for $235. Giving customers choices is smart.


But there was one big problem: She presented three options without really selling any of them.


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


Blunders When I asked, “Which one is best?” she told me they all look nice and none of them look small. Then she said the 28-stem, $165 option was the most popular. Naturally, that’s what I bought. Why steer me to the middle? I did what customers do: I followed


the salesperson’s advice. But salespeo- ple who automatically recommend the middle option create smaller transac- tions and less impactful designs. I had just told her this was my sister’s


50th birthday. I wanted something mem- orable. I never gave her a spending limit. And again, I was calling a premier shop in downtown Chicago. A $235 design should hardly have been presented as the ceiling. This was a perfect opportunity to


say, “For her 50th birthday, I’d definitely recommend our largest design. We can make it lush, dramatic and really special for when she walks into her hotel room.” Boom. One sentence potentially


moves the flower portion of the sale from $165 to $235 — and probably higher. Then I waved an even bigger flag. I


specifically asked whether the shop had a pink vase. It didn’t, so the salesperson suggested pink wrapping paper and ribbon. But that should have started a con-


versation, not ended one. What about an upgraded container?


A birthday balloon? Chocolates? A candle? Something that screams “50th birthday in Chicago!” Instead, no finishing touch (aka an


add-on) was proactively suggested. I had to ask whether the shop carried champagne, candles or candy. Only then did she mention candles and balloons, and I happily added a $35 candle. Later, she offered a $20 vase.


14 FLORAL MANAGEMENT | November/December 2026 | WWW.SAFNOW.ORG


That should make every florist


reading this sit up. The customer was actively trying to spend more money.


Tim’s Fix Had I taken this call, I would have stopped counting stems and started painting a picture: “Since she’s turning 50, let’s really


wow her. I’d create a lush, all-pink design in a special container, then add a birth- day balloon and candle. We’ll make it something spectacular for her to dis- cover in her hotel room.” Then I would have confidently pre-


sented a package in the $350 to $400 range. Maybe the customer says yes.


Maybe he scales it back. Either is fine. But at least I gave him the opportunity to buy something extraordinary. Instead, the final total was $259.05,


including the flowers, vase, candle, delivery and tax. This easily could have been a $400 sale. The lesson? Giving three prices is


not the same as selling. Listen for the clues, connect them to the occasion and confidently recommend something memorable. When the customer wants extraor-


dinary, don’t leave money on the table by selling ordinary.


Tim Huckabee, founder of The Profitable Florist, has trained more than 7,000 florists worldwide through remote and on-site education focused on everyday business practices. He can be reached at hello@ theprofitableflorist.com, or learn more at www.theprofitableflorist.com.


SHUTTERSTOCK/TOMATHEART


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