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Extra Features and Video Online FloristsReview.com R E A D O N L I N E 55 customer has the flowers in hand and is happy with what he or she has. And so are you. But wouldn't it be great if there was a way to make both of you happier? You're in luck: ere is. Florists' Review talked with Tim Huckabee, FSC, president of FloralStrategies (floralstrategies.com) for some education. A straight shooter with a great sense of humor, Huckabee is a globally renowned and respected educator in the areas of flower and plant sales and customer care, who has worked with more than 7,000 retail and wholesale florists of all sizes spanning five continents. For Huckabee, when a customer is satisfied with the assistance provided to him or her and is ready to check out, that is the time to upsell or suggest some add-ons. "To be honest, I find those descriptive terms to be a bit pedestrian," Huckabee notes. "I teach the more eloquent terminology of introducing a secondary item as the 'finishing touch.' e customer may have the doughnut, but wouldn't he or she prefer to add some sugar glaze? at's the mindset retail florists need to have with their products. It's the best way to increase retail sales with very little extra effort and no additional customer acquisition expense." Upselling has nothing to do with trying to "rip off " customers and everything to do with adding to their shopping and purchasing experiences—and, yes, your bottom line, Huckabee assures. It is all about increasing your shop revenue. "is is a way to easily increase your shop revenue," he emphasizes. "You aren't spending any time, energy, or money trying to attract a new customer; you have one right in front of you—or on the phone. You are simply piggybacking onto an existing sale." Huckabee explains that when shop owners are training their staff to suggest "finishing touches" to every customer, they need to understand that they are helping to further personalize the sale for the customer. He notes that when customers are offered a box of chocolates, a scented candle, a plush toy or balloons as something that would pair nicely with and enhance their floral purchases, they will, more often than not, purchase at least one of the items being suggested. "More important, though," he assures, "they will respond with a thank-you because they might have been unaware that you offer such things." Huckabee points out that even if your retail flower shop offers a great many items other than flowers, 99 percent of the time, customers are coming in to purchase only flowers. "ey have tunnel vision and will not see anything else in the shop, regardless of how blatantly placed it is," he elaborates. "I've been in flower shops where someone trips over a card rack and asks the salesperson if the shop carries greeting cards." Huckabee fears that some retailers might be put off by having customers thank them for allowing them to spend more money but reiterates that all a retailer is doing is offering the customer an opportunity to personalize his or her purchase. While he understands the standard mentality of not wanting to be pushy, "It's a $5 balloon, so get over it." He realizes that some florists might think they are going to upset a customer, but he says it's best to present "finishing touch" items that are within the customer's already determined price range. "I'm offering a $5 balloon, a $10 box of chocolates, or a $20 candle, and the customer is already spending $100 on flowers, so what's the big deal?" he asks. THE ONLINE MENTALITY Huckabee shares a fact about online shopping: Customers shopping on a florist website spend, on average, 25 percent more than customers who call or come into the store. "Customers go online because they are looking to purchase floral gifts for themselves or other people—just as with in-store shopping," he remarks. "But, online, they have to look around to see what they want because they aren't escorted by retail staff to a flower cooler, so they must scroll through the products available on a florist's always updated (hopefully) website. A retail website shows exploring customers everything the shop has to offer, and customers often add items on their own, without having to be prompted." Huckabee adds that florists' websites should be programmed to prompt customers to add a balloon, some chocolates, a teddy bear or whatever else a florist offers as additional sales items to the "shopping cart" upon checking out. "Just as with in-store sales, the additional options are offered only as the customers are getting ready to pay for their floral purchases." ABC: ALWAYS BE CLOSING For retailers who have qualms about trying to determine the right time to add to a customer's purchase, Huckabee offers the following advice: A

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