Increasing sales is never easy –especially in the highly competitive florist industry.

We have to be on top of every element of our business and it’s easy to fall into poor habits, or to never actually develop your sales skills. Unfortunately you can be the best florist in the world but without the ability to sell your designs, you won’t be in business very long.

I have a challenge for you – a way to gauge your daily sales, measure them, set goals and improve on them! Over the next fortnight, note down how many sales you make in a day and the sale value. Then average them so that you know the average value of each sale in your shop.

Now, take note of your approach to each sale, both on the phone and in person.

Is there a difference in the values sold over the phone and person? Are they the same? Does one staff member consistently sell higher values than others?

Here is my take on sales 101: There are two possible methods to completing a sale. The vendor (the florist) takes control of the sale and navigates its’ direction. Or the purchaser (the customer) takes control of the sale.  Which is the case in your shop?

As a florist we naturally take down orders, and it’s incredibly easy to fall into the latter category. By carefully reaffirming our control of the sale we can determine its’ direction, and ultimately the item sold and its’ value.

The easiest method to do this is by engaging with the customer and asking them quality questions, and providing intelligent and educated suggestions.

Now that we have an understanding of their needs, we can offer customised options – Not just a “bright bouquet”. It is this level of service, knowledge and skill that sets us apart from the service stations and supermarket flowers sellers! With each option we explain the price point and build on the inherent value, justifying the amount charged, and in turn increasing the perceived value.

  •  “We can design a beautiful corsage with a magnet to attach it instead of a pin. This way it won’t damage her silk dress”.
  • “A gorgeous medium sized bouquet, filled with cream roses, white and apricot accent flowers would be priced between $95 to $120.
  • “These stunning white oriental lilies are fresh from the grower this morning so will last all week, even in her warm office”

Here is an example of how we can increase sales:

“Paige’s Florist” makes an average daily total of $1000, and an average of 25 customers per day. This makes their average sale $40.

Our aim is to increase the average sale by 20% or higher! In this example, $8. This is your goal –increasing the average sale value! $8 is an extra flower or two, a glass vase instead of a water filled box, using lush orchids instead of chrysanthemums … A slight shift in customer perception can equate to a much healthier annual revenue.

Alternatively, if your customers are totally price focused: When they ask you what a medium size bouquet is, let’s tell them it’s slightly higher than your current average. Of course you will explain to them the value they will get from this bouquet, but this simple shift in mentality will quickly help to bump up your average sale.

If ”Paige’s Florist” can achieve an average increase per sale of $8, that’s an increase of $200 per day. If the florist is open 5 & a half days per week x 52, the difference over the whole year is $57,200!!!!!!!!!!

To create added value within your flowers, promote the benefits for choosing an option.  You could explain where the flowers come from. Are they imported/are they from a wonderful local grower/were they picked yesterday?. Use adjectives to describe your flowers Lush, Perfumed, Tropical, Antique coloured...Explain how to care for them etc.

Customers are almost always happy to spend a little more when they have been made to feel special and have the right product for them!

Let’s try thinking of our sales in a new way, increase them, and promote the knowledge, quality and skills within our industry.

Written by Paige Wills


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