W MATH

Years ago in Freshman English, a skill was taught for writing composition papers. We learned the 5 W’s that would help ensure a successful composition. Who, what, when, were, and why were the basic building blocks for successful stories. These five answers would help craft the story to make sure all the key answers were covered. Any additional information just made the story stronger. The same can be found true when working with a client for ordering flowers.
It doesn’t matter if the customer is ordering for an upcoming event or for a flower shop delivery, gathering the right information is essential for success. It is these same foundations that help your level of service increase and to be able to better understand your customer’s needs and expectations.
The easiest question to begin with is the who question. Who is going to be the recipient of the flowers? Are the flowers being ordered for them self or are they for someone else? A customer ordering a table centerpiece for a dinner party has a different set of needs than delivery to a spouse to celebrate a birthday or anniversary. By asking the who question, it will start to give you clues as to how to proceed.
Next would be the what question. What would the customer like to order? Again, this is a great opportunity to interface with the customer and to make suggestions. Remember, they came to you because you are the expert and they may be a familiar with your product and offerings as you are. In their mind they may want a long lasting vase of spring flowers and know the recipient loves tulips. While tulips are beautiful, they may not be as long lasting as some other choices. This is where you have the opportunity to shine! Take advantage of this to strengthen the bond with your customer.
Where is a very important piece of information to complete the sale. Is the floral styling something you are going to be executing, or is it something you are going to have another florist design? If it is in your service area, then you can speak about your accessible inventory and will have a better idea of what can and cannot be promised. Another part of where is where are the flowers going to be displayed? A vase of flowers for a desk will have a completely different look than one styled for a lobby of an office. Once again, don’t hesitate to make suggestions to help guide an unsure customer into making strong choices to avoid their disappointment.
Why the purchase is being ordered helps you know the level of formality or if there is a theme, or perhaps the celebrating of a milestone event. The difference of having a few friends over for a dinner party is quite different than a spouse or partner’s birthday or anniversary. A bridal wedding shower has a different set of considerations that if someone is celebrating the birth of twin babies. Again, clues are important to guide you along the way.
And lastly, one of the most important W is when. If your customer is ordering for the future, you may have time to talk to your Florabundance account manager to determine the availability of specific components and pricing. If the order is for the present, you may not have time to have something shipped in and will need to suggest products from your current inventory. Another consideration of when is the level of formality. An arrangement sent to an office for a desk may be more casual than one that is for a formal evening event.
Instead of focusing on which method of payment the customer is going to choose to use or how much they want to spend, focus on the 5 W’s to gather the facts and to allow you to suggest profitable price points that are appropriate for the situation. By mastering the 5 W’s, it allows for two more W’s to occur – Win – Win. The customer is happy with the choices that were made and you are happy because you have made a profitable sale!