Confidence Sells Flowers

Written by Christopher Grigas

Ask yourself…

Which is better? A stem of Cymbidium Orchids, or a bunch of long stem Roses?...now, which would you rather work with? A stem of Cymbidium Orchids, or a bunch of long stem Roses? I suppose it is all in the eye of the beholder. Well, behold…the question that so many of us shop owners/floral designers grapple with every day. Do we compromise our style for safety, or compromise our safety for style?

Comfort vs. designer integrity

We designers want to be recognized as unique, different, distinctive…etc. We have all too often been asked to send to our client’s home or office a “unique” design…something “really different”. Enter the Rose pave’ in a flat dish. This is not your limit of design integrity, this is comfort. We are challenged every day to create innovative designs with the same ‘ol flowers. True, but it’s not that simple…You don’t have to use those same ‘ol flowers! Break away from your comfort zone… break into your designer integrity zone.

Fear

I have noticed in my travels that many floral shops don’t carry fresh product that might be labeled “pricey” because they are fearful that they will not sell. Here’s the scenario…you’re at the wholesaler… You see an incredible stem of chocolate brown Cymbidium Orchids. You’re scared to ask the price, right? Don’t be afraid…If you want it and it is a quality flower, get it…use it…sell it…then go get more. If you feel strongly about a new flower, your customer will share your excitement and want it too! What I find, is that when I carry more expensive flowers, they get attention... because I give them attention. If they don’t sell within a couple days, I use them in my everyday designs in my best client’s orders. These are the ones who notice when you send something different to them and they will respond. Ask them to report back to you on the performance of the new flower. It will excite them to be a part of your shop’s “research”. Even if you just make your money back, you still broke from your safety zone, sort of.

What you know

You can sell Roses, Carnations & Alstroemeria because the public is comfortable with them and so may you be, for now. Try to sell Orchids, Peony, Anthurium, Gloriosa…because you enjoy them as will your clients. Convince customers that they would spend the same money on style flowers as they would on safety flowers. It takes much more time to stylize safe flowers to look as fabulous as style flowers in simple designs. If you’re going “safe” on the flowers, go “style” on the design, and vice-versa.

Your best weapon

Remember, knowledge is your best weapon to sell flowers. The more you know about unique flowers, the easier they are to sell. History, vase life, origin, other flowers that complement them, how to use them…these are things that help you sell expensive flowers. Tell clients why the flower is expensive, why it is special. They will have a better understanding of what you do and why you are a professional. Know Your Flowers!

A personal anecdote

A new customer walked into my shop and spotted short Gloriosa Lilies in the cooler and said “how much are these Orchids?” I did not say “$4.50.” Nor did I say, “Those are not orchids!” (though, I may have wanted to). I smiled at her and walked to the cooler and asked which flowers were in question. Then informatively said “Oh, those are gorgeous Gloriosa Lilies, which actually come from a tropical vine…they are $4.50 each…aren’t they amazing?!.” She was so intrigued by them that she bought one to try. I was thrilled! The next day…she came back, with two friends. They came in, went right to the cooler, and called me over to do my shtick. I sold the other four Gloriosa blooms…two to each of her friends…so I gave the first lady a single wrapped rose. I thanked her for bringing her friends and called my wholesaler to order more Gloriosa. My point is…sometimes style flowers sell themselves. Safety flowers sell by default. People who eat at the same restaurant over and over tend to order the same dish every time. This is why the waitress tells you about the (more expensive) specials before you order. They want you to try something new, to experience their range of dishes. So, tell your customers about your new (more expensive) flowers that arrived that day. They may try them…casting safety aside.