Flower Sale or Fail? BY TIM HUCKABEE


40TH BIRTHDAY SALE NEEDED MORE CELEBRATION In my extensive undercover-shop-


Shop Details I called one of the better-known flower shops in Philadelphia. With an estab- lished name and strong reputation in the market, I expected a confident, engag- ing sales experience that matched the shop’s prominence.


The Setup I told the clerk that I wanted to send flowers to my sister at the bank where she worked. I explained that it was my first time ordering from the shop and that I wanted something summery, bright and appropriate for her birthday. I never gave her a budget. Instead,


I asked what she recommended and waited to see where she would lead me. Later in the call, my card message


revealed the most important detail: My sister was celebrating her 40th birthday. That milestone should have added energy, emotion and dollars to the sale. Instead, it barely changed the conversation.


Shining Moments Everyone can learn from a job well done. This clerk began by asking whether I


had ordered from the shop before. That is a smart habit because it helps avoid duplicate customer records and gives the clerk a chance to review a returning customer’s purchase history. Her best move came from a market-


ing standpoint. She asked for my email address and clearly explained that it would be used to send me a receipt and delivery confirmation.


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


ping experience, only about 30% of flower shops consistently ask for a cus- tomer’s email address. (Is your team grabbing one on every call?) I even challenged her by asking


whether the shop would sell my infor- mation or send me other emails. She did not dodge the question. She calmly explained that the shop might also use my email to communicate sales and promotions. Make sure your team explains the


customer benefit when asking for an email address. Customers are much more likely to share it when they know they will receive a receipt, order updates and delivery confirmation.


Blunders The clerk collected almost all my per- sonal, billing and delivery information before asking what I wanted to send. The call felt more like completing a form than helping me choose an important gift. She also waited until after we had


selected the arrangement and price to take my card message. That meant she learned about the 40th birthday too late to let it influence her recommendation. The card message is not simply another blank on the order screen. It can reveal the occasion, the relationship and how important the gift is. Use it early in the conversation. There was also very little excitement


or personal interaction. When I said I wanted birthday flowers for my sister, she could have said, “That’s wonderful! Let’s make sure she gets something really special.” Instead, the conversation remained flat and transactional. She never introduced herself. Near the


end of the call, I had to ask for her name. Then came the pricing. She started


at the bottom, explaining that arrange- ments began at $50 for something small with “basic flowers” such as carnations and pompons. She mentioned an $80 option and eventually recommended $100 when I pushed her to tell me what would look nice. Why start by shrinking the sale? I had


called a respected florist for a milestone birthday and had not given her a budget.


16 FLORAL MANAGEMENT | September/October 2026 | WWW.SAFNOW.ORG


This was an invitation to confidently rec- ommend something impressive. There were also no add-ons. No bal-


loons, chocolates, keepsake container, birthday banner or other finishing touch. The clerk took the order, but she never really joined the celebration.


Tim’s Fix Had I taken the call, I would have started by commending the customer: “Sending flowers to your sister for


her 40th birthday is wonderful. Let’s create something that will make her feel truly celebrated.” I would have asked a few questions


about her favorite colors and design style. Then I would have recommended some- thing worthy of the occasion, perhaps an amazing arrangement incorporating 40 roses or a lush design filled with premium seasonal flowers on a grand scale. I would also have offered plenty of


finishing touches: balloons, chocolates, a keepsake vase, gourmet treats or even champagne. Remember, customers do not call us


merely to purchase stems in a vase. They call us to celebrate important people and unforgettable moments.


Tim Huckabee, founder of The Profitable Florist, has trained more than 100,000 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/LUMIA STUDIO


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