Listen and Sell

Written by Gay Smith

Some people know exactly what they want. For others, locking a sale may require assurance that the chosen bouquet is appropriate for the occasion at hand. Finessing flower sales and up-selling can be easy when you stop and listen carefully to the question behind the question. People don’t always know how to ask for help when making flower decisions.Maybe they want to blend colors or create a focal point in a room but need help creating their vision. Did you know that that using names of herbs, fruits or vegetables to describe flower colors taps several levels of emotional responses rather than the linear response achieved by using color explanations? For example words like cinnamon or pumpkin solicit both visceral and sentimental connections to the color described. It paints a visual picture far better than brown or orange.Perhaps your customer is purchasing his first high school corsage and is unsure which flowers are hip or what style is best, a wrist corsage or something worn in the hair? It is intimidating to discuss a product when you don’t know its name or characteristics. Don’t let customers suffer trying to find the right words or form the question. Offer options and solutions. Use flower names and show examples.Flower facts charm, too. People are fascinated to learn that the majority of roses, carnations, alstroemerias and chrysanthemums for sale in the US are produced at altitudes over a mile high. They love the intrigue of knowing the bouquet they are purchasing today may contain flowers grown and harvested on 3 different continents just a few days earlier. Sometimes, the most important information you give may be simple instructions on proper at-home care. By listening and offering solutions, you win a customer’s trust. Providing fact based information is the tool for winning the trust of any customer. Once trust is established, sales follow easily.