Presenting

Business 56 November | 2022 "With every single sale, you should off er the customer a 'fi nishing touch,' which, obviously, based on the term, would come near the end of the sales conversation, when closing the sale." Historically, in a fl ower shop, sales associates are concentrating on getting the perfect fl owers for a birthday, anniversary, new baby or whatever the customer's important occasion or event is, and they can easily forget to suggest additional items, especially if doing so is not part of the store's sales culture and/or if they have not been properly trained to do so. But Huckabee and his FloralStrategies approach teach that all staff members must learn to mimic websites and off er a "fi nishing touch" to every single customer. "It's usually at this point in my classes when someone will ask if his or her staff should try to sell a bereaved individual some funeral balloons," he shares. "Uh, no, but what we're going to do instead is give the customer the chance to personalize the sale with a script of ribbon that reads 'Beloved Grandma' or perhaps a small wind chime, an angel fi gurine or other keepsake memorial." We asked Huckabee about the best way to present the idea of a "fi nishing touch" to a customer, and while he was reluctant to explain it in detail, seeing as this is part of how he makes his living, he did provide some insight. "You're asking me to reveal the secret sauce," he lamented, quite reasonably. "Let's just say that I introduce the item to the sales conversation as a suggestion rather than a question. We tend to ask customers questions that elicit a "yes" or "no" response, which is exactly what we don't want to do when it comes to suggesting a 'fi nishing touch.' e point is, regardless of the purchasing situation of your customer, you aren't trying to 'hard sell'; rather, you are suggesting something, which is a much gentler way of selling." It's important, he points out, to realize that a "fi nishing touch" is simply a secondary sale. " e fl owers that customers purchase for an anniversary, funeral, et al., are the primary sale, and that isn't going to go away because you suggest a 'fi nishing touch' to further personalize the gift. Floral retailers must make this mindset a reality and part of their routines," he advises. SECONDARY-SALE SUGGESTIONS Huckabee off ers his take on just what some of those secondary-sale items could be for "fi nishing touches," adding that he has seen pretty much everything being added on—but again, it depends on the customers' needs and budget and the occasion for which they are purchasing the fl owers. A "fi nishing touch" can be any low to moderately- priced gift item in the store—such as a special ornament during the Christmas season, for example. Some savvy fl orists shop the gift markets specifi cally for distinctive items that they can off er as their secondary-sale options, some of which are occasion or holiday specifi c. However, for many fl orists, Huckabee recommends "sticking with the usual suspects: candy, scented candles, plush toys, balloons and greeting cards." For those wondering about what percentage of the primary fl ower purchase the "fi nishing touch" should be, Huckabee says, "It depends on the reason for the primary-fl owers purchase, the price of the primary purchase, and even the shop's clientele and location. You aren't going to try to sell a $100 secondary item when the primary item costs only $50. You have to use your head; it's a 'fi nishing touch,' not a cash grab! e proportion is key, and by following the methodology I teach, retailers can easily increase their average sale by 20 percent." e "fi nishing touch" has to be part of the way the entire shop staff goes about its daily business. "It can't just be the shop owner or manager; it has to be everyone involved in customer service," Huckabee emphasizes. "It's important that suggesting 'fi nishing touches' become part of a shop's culture and to motivate employees to mention them to every customer." Regarding incentivizing "fi nishing touch" sales among sales staff , Huckabee points out that while it may seem like a good idea, it may not be. "Turning the selling of 'fi nishing touches' into a contest to see who can sell the most or the highest dollar volume can foster animosity among the staff , especially if one or two people continually sell the most." Instead, he suggests providing all of the staff , at the end of a specifi ed period, with a gift card to a local coff ee shop or grocery store if a specifi ed sales goal is met, "but it isn't necessary." " e 'fi nishing touch' concept has to be confi rmed with your staff , not as an upsell but, rather, as good customer service," he instructs. " ere's nothing negative about it; it is all about off ering customers exemplary service, and it becomes a regular part of the sales process in a store. One doesn't need to go above and beyond to get people to do their jobs." staff goes about its daily business. "It can't just be not a cash grab! e proportion is key, and by following the methodology I teach, retailers can easily their average sale by 20 e "fi nishing touch" has to be part of the way the entire shop staff goes about its daily not a cash grab! e proportion is key, and by following the methodology I teach, retailers touch" has to be part of the way the entire shop staff goes about its daily

• Cover