Presenting

Business 54 December | 2021 D id you know that most florists generate 35 percent to 45 percent of their annual income in December? ese last few weeks of the year will make or break many businesses, so it's extremely important to make sure you get the absolute most out of every single transaction. at means that upselling and offering add- ons to every customer—in person, over the phone and online—and giving bonuses to your sales staff for every up-sold order should be the norm in your store rather than the exception. How much money are you leaving on the table with each transaction if you do not offer additional options? You would likely be surprised, but what is even more surprising is the number of customers who don't even know you have extra options available. In many cases, customers will be happy that you have additional "stocking-stuffers" available because you will save them from having to do more shopping later on. e key to success here is enticing your customers, so don't be afraid to get creative. You never know what customers may want or need until you ask them if they would like to enhance their orders with a small additional gift, such as a card, a balloon, a small box of chocolates or a plush toy. Remember, if you don't ask, the answer will always be no—and you'll probably be surprised at the number of customers who will take you up on your offers! Get your staff excited to make additional sales. Incentives for sales staff are a great way to add motivation and have some fun during the holidays. You want your staff to be as enthusiastic—if not even more so—than the customers! Rewarding staff for selling add-on items may feel like you're spending more than necessary, but it will take only one or two extra sales per day to make up for that cost. You can offer them bonuses such as cash incentives, gift cards, paid time off or whatever would work best in your store. Happy employees make happy customers. When you include your staff and show them you care about them, the same will occur for you in return, and the results will be more bonuses for them and more sales for you! Treat your website with the same care as your showroom windows. As florists, we spend countless hours decorating our windows and our showrooms to make them as inviting Add-ons Add Up to Profit Create excitement for customers and your staff—and increase sales—by offering additional items to every customer on every order. By Art Conforti, PFCI; Bloomerang Solutions

• Cover