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Extra Features and Video Online FloristsReview.com R E A D O N L I N E 53 53 he easiest way to diff erentiate your business and stand out against the competition is to provide valued-added service. It is worth it to go above and beyond and make each customer feel special. e way we talk to our customers can make all the diff erence in a business' success. For fl orists, the two key opportunities for in-person interaction are with telephone and walk-in customers. Making a good fi rst impression and making every customer feel welcome are key. Always acknowledge customers as they enter your store. Be friendly and welcoming. Over the phone, it is important to always use a happy, friendly voice, no matter how busy or stressed you might be. Show enthusiasm, and make the interaction fun, when appropriate. Make a connection with your clients, and show them that you care. It is also important to train your employees to provide this level of extraordinary service. Being personable is one thing that can set you apart from your online and big-box-store competitors. Jean-Pascal Lemire, owner of Jean-Pascal Florist Studio in Los Angles, Calif., shares some insight on the subject. "It is important to listen to your clients. Let them talk, and really listen. For interaction with walk-in consumers, the most important thing is to make them comfortable." Lemire explains that, for him, making his clients feel comfortable is the most important aspect of good customer service. Provide an inviting space, and bring out your personality. He advises speaking in a warm "motherly" voice, and get them to talk. He has found that by putting fl owers out for customers to see and touch provides conversation and interest. He brings life into every conversation, and makes a connection with every customer. "Don't let them be intimidated by prices," he emphasizes. "If a customer can buy only a few stems, that's OK." Lemire's shop is very upscale, but he does not want lower-budget customers to feel like they can't shop at his store, too, so he makes a point to always have something to off er everyone. He makes even a small wrap of fl owers special and makes each customer feel good about his or her purchase. He suggests talking about the packaging and how you are going to make it special. For example, Lemire has found great success in placing multiple buckets of sunfl owers outside of the store, with signage that reads "$6, Pick your own!" e aff ordability plus the action of personalizing their selection gives them an activity to participate in and a reason to come inside to complete the transaction," he notes " at interaction now becomes an opportunity for you to share information about you and your brand, a unique promotion, etc. at is the real moment of value." Lemire also shares that if you notice a customer come in and take the famous "lap" before returning to the exit, break the ice by suggesting they touch something or stop to do any type of action. "I frequently say, 'Oh, by the way, we have tomato-scented candles that have such an unusual fragrance. Have you ever smelled one?' One sentence with a call to action creates a comfortable environment for them to identify with a product or product story and, ultimately, express their needs to you." "Take care of your customers, and they will stick with you." Lemire concludes. "Be confi dent and honest, and let the emotion that fl owers create lead your way." T

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