“If you’re not making 15-20 sales of $150 or more a month, it’s not because customers weren’t in your shop ready to spend it,” said the president of FloralStrategies, LLC. Most of the time, florists just don’t give shoppers the opportunity to spend more.
The typical salesperson at a flower shop tends to have “blinders” on when talking to customers, said Huckabee. They’re uncomfortable going over a certain price point, don’t take the time to show their full product line, and tune out verbal cues that point toward a bigger budget. “Shoppers can’t buy what you don’t offer them,” he said.
Florists will witness that dynamic firsthand when Huckabee makes live secret shopper calls at the Society of American Florists (SAF) 1-Day Profit Blast in Seattle on Sunday, Jan. 25. He’s one of four featured speakers during Profit Blast, which is part of SAF’s ongoing effort to bring convenient, affordable, top-quality training to florists at the local level.
Hearing real salespeople handle (or mishandle) cues from Huckabee’s “customer” got Lorrie Anderson’s team ready to push the envelope. The owner of Country Florist of Waldorf, Md., brought three staffers to the last SAF 1-Day Profit Blast, and they started applying takeaways from Huckabee’s presentation the following day. One designer bumped a fairly standard Valentine’s Day order up by more than 350 percent.
“The entire program made an amazing impact on everyone,” Anderson said. “It was a good investment in staff training.”