Presenting

Business 50 August | 2021 Court corporate clients. During the traditionally slower summer months—or as early in the year as you can—cull a list of all companies that purchased fl owers from you last holiday season and during the current year. Prepare a presentation of your personal (and personalized) corporate gift-giving solutions, decorating services and other off erings, and reach out to them via phone, direct mail, social media posts—or, better yet, in person! Taking the time to tailor each presentation to the specifi c company being contacted will surely impress each client and distinguish your business and services from all others. Being able to solve corporate clients' needs (gift giving, decorating, etc.) will earn you their business. TIP: When discussing gift-giving needs with corporate clients, be sure to present gift options for their employees as well as their customers. Establish extended holiday hours. Fact: Nine to 5, or even 8 to 6, just doesn't cut it in today's hyper-competitive retail marketplace—especially when consumers can order anything and everything online 24/7, often with free shipping or same-day delivery, which was once an exclusive bastion of fl orists! Consumers still love to shop in stores, especially during the holiday season, so take an honest look at your shop's hours of operation. Are they convenient to shoppers who work and live nearby? Would being open 7 to 7 be more convenient for them and still be profi table for you (notice we didn't say "convenient" for you!)? Depending on your location and marketplace, maybe it would be enough to extend your hours two or three evenings a week from after anksgiving through Christmas—and to be open all day on Saturdays and Sundays, which are prime shopping days for people who work during the week. Whatever you do to make your store more convenient for consumers to shop, don't assume that everyone will just know about it; publicize your extended hours everywhere and in every way! Make a big deal about how you are working to accommodate their needs. Train all employees, especially temporary holiday workers. Christmastime might be the fi rst experience some consumers have with your store, and it is critically important that all employees who interact with them be properly trained and present themselves professionally— or it may be a customer's fi rst and last experience with your store! Hire temporary holiday workers early—as early as August or September, if possible. en schedule multiple fun-but- formal training sessions in which you teach them how to greet and interact with in-store and phone customers; how to sell (and upsell) your featured items, including what to say and, more important, what not to say ; basic cut fl ower and plant care; and so on. Familiarize them with your specialty product lines, including any "stories" about your products that would entice customers to buy ; your delivery policies, schedules and fees; and any other topics that typically come up during customer interactions and transactions. Just as important, permanent employees need to be equipped with the same knowledge and professionalism, so separate training sessions (refresher courses!) would likely benefi t them, too. TIP: It unrealistic to expect temporary workers to know everything about your operation and products, so when they don't know the answer to a customer's question, instruct them to say, "Give me just a moment, and I'll fi nd out,"—or something to that eff ect. Make sure they don't say something like, "I don't know. I'm just holiday help," because that will quickly diminish customers' confi dence in your business! 6 7 8

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