February 2007

Types of Selling

Redbook Florist Services
There are two basic types of selling in a flower shop: telephone and in-store (person to person) sales. Both types are equally important; however, they may require slightly different sales techniques. These two different types of selling may also be suited to two different types of salespeople. For example, some people may be very comfortable talking on the telephone, but they may find it difficult to relate to customers face to face. Characteristics such as these will become apparent to the florist over time. It is in the best interest of the shop to utilize these individuals in the role for which they are most suited. Thus, some shops designate separate employees for answering phones, taking orders, and servicing customers on the sales floor.

Telephone Selling
Approximately 80 percent of the sales in a flower shop are made over the telephone. Thus, it is very important to select a well trained, enthusiastic, knowledgeable person to answer every telephone call. Telephone sales include not only taking traditional orders from customers, but also sending and receiving orders through wire services. Familiarity with the steps involved in transmitting and receiving each of these types of orders will help the salesperson work efficiently while on the phone.

  1. 1. When answering the phone, use a friendly greeting that includes the name of the shop and the salesperson’s name. An appropriate greeting might be “Good morning, Brown’s Florist, Mary speaking. How may I help you?”
  2. Clarify the customer’s needs by asking leading questions, such as “What is the occasion?”, “Would you prefer something traditional or contemporary?”, or “Do you have a color preference?”
  3. Fill the customer’s needs by offering a choice of two or three different design ideas. For example, options for a birthday arrangement might include a classical bouquet of roses in a vase, a cheerful basket of garden flowers, or a novelty design which incorporates party hats and horns. Descriptive phrases should be used to assist the customers in visualizing the available design choices. Write a complete description of the design on the order form (a sample form is provided on Appendix 0), including design style, flower types, colors, and accessories desired. For example:
    “Novelty birthday arrangement/yellow and white, including roses and alstroemeria, hats and horns.” For wire orders, a second and third choice of flowers and/or colors should be taken in case the receiving shop cannot fill the order for the customer’s first choice.
  4. Discuss prices by offering a range of choices instead of one set fee. Begin with a price that is a few dollars above the minimum price for which the design can be made and work up from there in $5.00 to $15.00 increments. Always end the price range with “and up” to let the customer know that more expensive designs are available. For example, the birthday arrangement might be offered at $25.00, $30.00, or $35.00 and up. In reality, the florist may also be able to design a similar arrangement for $20.00, but this price should only be offered if the customer asks for something at a lower price than the $25.00 design. Descriptive words can also be used to help clarify the difference in arrangements at different price levels. For instance, the $20.00 design could be labeled as a simple, petite, or modified design while the $35.00 arrangement could be called large, showy, or lavish. When discussing price, the customer should be informed of any delivery, wire, or service charges that will be added to the price.
  5. Discuss the type of card desired and the message to be included. Encourage the customer to keep the message brief.
  6. Collect complete delivery information, including the delivery date, recipient’s name and address, and any special instructions for delivery. Some shops also ask for the recipient’s phone number, especially for wire orders or in cases where an address may be difficult to locate. For wire orders, a zip code is also necessary. In some situations, special directions may be required to assist in locating an unmarked street, apartment, etc. If the order is for a funeral, establish the time and location. If the order is going to a hospital, find out the hospital, the room number, and the length and type of stay. If the order is going to an office or business, find out the business hours.
  7. Determine the method of payment and complete the necessary information on the order form, including the customer’s complete name, address, and daytime telephone number. Verify the spelling of even the most simple names (Kathy versus Cathy, Lori versus Laurie, Smith versus Smyth, etc.). For credit card orders, ask for the type of card, account number, and expiration date. Repeat lengthy account numbers back to the customer to ensure accuracy.
  8. Ask the customer if he needs anything else. If not, thank him courteously and end the call. Always let the customer be the first to hang up the phone. Finish the order by initialing the form, entering the current date, and filing it appropriately.

Sending a Wire Order
The process of sending a wire order to another florist is comparable to taking a customer’s order in reverse. Much of the same information must be discussed, but in this case the florist gives, rather than receives, the order. The sending florist should still control the conversation and attempt to communicate all of the necessary information as efficiently as possible, because he is paying for the telephone call. Before calling the other flower shop, the florist must record the following information on the order form:

When the phone call is made, a logical sequence should be followed in transferring the information. The following is a sample narrative which might be used. (Substitute the italicized segments with the appropriate information) Hello. This is (name of flower shop) in (city, sate). I have a Redbook (identify the wire service) order. Our wire service number is (wire service account number). This order is for a (type of arrangement) for (price of arrangement) plus a delivery fee of (price of delivery fee). The total is (total price of delivery and arrangement). The order should be delivered to (complete name, address, and phone number) on (delivery date). The (occasion) card should be signed (message for card). My name is (name of sender), and what is your name? (Name of receiver.) Upon completion of the call, the name of the person who took the order should be noted on the order form. Any special notations about the order should also be made on the form, such as the type of flowers the receiving florist plans to use to complete the order.

Person-Io-Person Selling
Although telephone sales make up the majority of most flower shops’ sales, in-shop customers are also vital to a business’s success. Professional, well trained sales personnel are the key to ensuring the success of these person-to-person sales. Understanding customers’ shopping styles can help a salesperson adjust the selling process to their individual needs. Following an established pattern throughout the steps of the sale keeps the selling process on track. The use of creative sales techniques brings greater success to the entire process. When all of these elements are combined, person-to-person sales are improved tremendously.

Tips for Effective Telephone Sales

Types of Customers
There are three different types of customers which salespeople must attend to in the flower shop: browsers, decided customers, and undecided customers. The decided customer is the most likely of the three to purchase something. This type of customer comes to the florist with a need for a product and a clear idea of the specific product style, color, etc., that will suit his particular need, such as the customer who comes in to buy one dozen red roses. This customer is the easiest to sell to, assuming the product he wants is in stock. The undecided customer also comes to the florist with a need for a floral product, but without an idea of what specific product would suit his need, such as the customer who wants flowers for his anniversary, but does not know what kind. This customer usually needs the greatest amount of sales assistance.
The browsing customer is the most likely to state that he is “just looking” when approached by a salesperson. This type of customer usually comes into the flower shop with no particular need for floral products, but with the curiosity or interest in the windows, displays, products, or atmosphere. The different needs of these various customer types influence the sales approach used. The florist must use caution to avoid classifying regular customers into anyone category. A customer might visit the shop one time with a specific need and the next time just to browse. If the florist classifies “Mrs. Smith” as a “browser” and she comes into the shop with a specific need, the salesperson might overlook her as a strong sales opportunity. Experience helps a salesperson determine customers’ behavior patterns relative to their needs, thus making the sales process more effective.

Steps in the Sales Process
Selling products is not always an easy process. It requires more than standing at the cash register waiting for customers to pay. Effective selling involves a five-step process, which sometimes happens quickly and sometimes takes 20 minutes or more. This process cannot be used exclusively because different customer types and needs require different sales approaches. The steps outlined in the following sections are simply a guide to helping serve customers from the moment they enter until the moment they leave the shop. The end result of this process, when effectively used, is the sale of products.

Greeting the Customer
When a customer enters the store, the salesperson should acknowledge him promptly with a smile and a friendly greeting, such as “Hello, how are you today?” The first impression a customer has of a business is vitally important. This impression is formed within seconds of entering the shop; therefore, sincerity and professionalism need to be obvious in the salesperson’s voice and actions from the first moment on. If a salesperson is busy with another customer, on the phone, etc., she should make sure to acknowledge the new customer as soon as possible by making eye contact, smiling, gesturing, or stating that she will be with him shortly.

Identifying the Customer’s Needs
In order to assist the customer, the salesperson must identify his needs. This is done by using phrases known as door openers. These are questions or statements used to initiate a conversation with the customer. Open-ended questions are much more effective than yes/no questions. The question, “Can I help you?” is probably the most commonly used door opener. Because customers are so accustomed to replying “no” to this question (in department stores, gift stores, etc.), it has become less effective. A more creative, conversational line usually invokes a more positive response. Comments about the weather, compliments on the customer’s attire, or positive statements about an item the customer is admiring are all good door openers. Once the dialogue is initiated, a more traditional approach such as, “Is there anything special you are looking for?” can be used to determine the customer’s needs. If a customer states that he is just looking, he should be given time to browse freely without feeling pressured. The salesperson should remain nearby and return to the customer after a few minutes to see if he now needs assistance.

Once the customer’s needs have been determined, the salesperson’s key role comes into play: providing product information and options. The undecided customer needs this assistance most. The salesperson should describe product benefits and compare quality and price levels to help the customer make a choice. During this process, it is important not to prejudge the customer based on his physical appearance or manner of speech. Many sales are lost by sales persons who assume that a customer in blue jeans and a T-shirt will spend money in a miserly fashion.

The information that a salesperson provides can come from many sources. Product knowledge developed by working in the shop is a great start. Labels and packaging inserts are also valuable sources of information. Advertisements and articles in trade publications can also be helpful. Personal experience with product is sometimes the most appreciated information. If a salesperson states, “I’ve found that the alstroemeria will last longer than the freesia,” the customer is often more likely to listen than if the same information is read off a chart. Sometimes customers use salespeople as sounding boards by asking their opinions of color combinations, flower choices, etc. In this situation, the salesperson must be careful not to offend the customer by boldly voting against his choices. Instead, it is better to agree or to provide additional options, always allowing the customer to make the final choice.

Demonstrating Products
During the selling process, there are often opportunities to demonstrate the attributes of a product which is being considered. This may be as simple as holding a handful of silks up to a basket to demonstrate their suitability. Certain lines of giftware are conducive to demonstration, such as music boxes, which could be wound up and played. The use of hardgoods, such as leaf polish, can also be demonstrated. Whenever possible during this process, it is desirable to get the product into the customer’s hands. This provides an automatic attachment or feeling of ownership to the product. The more a customer sees a product in use, or handles it personally, the more likely he is to buy it.

Closing the Sale
Once the customer has made the decision to buy a product, the salesperson should proceed to close the sale. This process should be completed efficiently so that the customer does not change his mind. It should also be carried out in as friendly a manner as the rest of the sale so that the customer feels good about his purchase and about the shop as he leaves. Closing the sale simply requires packaging the product, totaling the sale, and collecting the payment. The transaction should be made as easy for the customer as possible. It is best to require as few signatures, pieces of identification, etc., as possible, while still ensuring that the money will be collected. At the completion of this step, the salesperson should always make eye contact, smile, and thank the customer with sincerity.