TURNING MOM SALES INTO WOW SALES!

Mother’s Day can be one of those holidays that can increase your average ticket dramatically with just a little effort and some staff training. The results can make the difference between an ok holiday and turn it into a WOW holiday!
The simple fact is that most florists leave money on the table simply by not asking for it from the customer. Often times a sales person will sell from his or her own wallet versus offering options that have more appeal and impact from the customer’s point of view. While the staff person may only be able to spend $45.00, a customer might be able to spend more and would if simply asked or shown what the difference between a $45.00 and a $65.00 arrangement might look like. If we aim too low, we often disappoint the customer by not meeting or exceeding their expectations when it comes to options.
Another way to increase the impact for your customers is to choose and use floral materials that have a greater perceived value. While a red Carnation my give you the color contribution you are looking for from a design point of view, a red Gerbera Daisy will be perceived by the customer as far more expensive and be willing to pay more for the impact. Even though both flowers can cost about the same, the visual impact is far greater because of the size and impact. Another way to impact sales is to show tiered pricing – often referred to as good, better, best. With each incremental price increase, choose different levels of flowers so you will make the impact the customer expects to see. Think carnation, gerbera, and rose for a change in the pricing structure. A bouquet of 15 Alstroemeria does not have any more impact than does a bouquet of 10 stems of Alstroemeria. But a bouquet of 10 Alstroemeria and 5 stems of Gerbera Daisies will have a dramatically different impact than all Alstroemeria.
Also, by choosing more upscale flowers, you separate your shop from those outlets who are only selling the more pedestrian flowers that are more common and readily available most everywhere. Interesting or unusual flowers and foliages give your shop a look of distinction and an above average impression for your customer to remember you by.
Perceived value is important when it comes to the customer’s experience of buying. Saks offers a different buying experience than does TJ Maxx. While both may be selling shoes, the more discriminating customers will be willing to pay for a more pleasant experience. Think about all the opportunities your customer has in your market area to make a floral purchase and then figure out why they should come to you and market that to your advantage. Providing excellent customer service goes a long way in today’s economy and the fact that people’s lives a filled with activities, so time is a valuable commodity.
Don’t forget to offer the offerings such as a keepsake container versus a disposable one, a higher quality ribbon versus traditional satin and upscale designs versus the grab and go bouquets. While these additions won’t be large added costs to you, the customer perception will be totally different and you will be able to justify the higher costs.
The next big step is to train your sales staff to suggestively sell higher priced bouquets and designs. Rewarding them with comp time, dinner tickets or cash is a great way to make the increased sales happen. Get in the habit of offering the medium high price point first is an easy way to make this happen. Instead of starting out at $49.00 for the opening sale, try starting at $59.00 and then go the next higher level and then finish with the lowest price point. More people are comfortable in the middle as they way not want to appear to be lavish, but definitely do not want to be viewed as cheap.
Be sure to market all your choices on your web site and make sure there is a noticeable difference between your offerings. Feature all types to ideas and floral stylings from the soft and feminine to the bold and the beautiful. Flowers like the mom’s all have different personalities and you want to have something for everyone.
Invest some time and training to make this a WOW of a Mother’s Day holiday and remember to offer your customers all the best from Florabundance!