A recent HubSpot Report confirmed something florists already know: Customer expectations are HIGH. According to the report, 75 percent of customers are more likely to buy from a company that offers personalized recommendations. (Fifty-four percent would rather spend a day in wet socks than repeat their requests.)
Other key findings from HubSpot:
- 63 percent of consumers have switched to a competitor who offered better service — 52 percent did so without any warning.
- 77 percent of consumers say they’d return to a business that offers great service vs. a great marketing campaign
- 69 percent of consumers say they generally feel like they’re treating like a “ticket” not a person.
On March 31 during the Society of American Florists’ 1-Day Profit Blast in San Antonio, Sam Bowles, FSC, of FloralStrategies, will talk about why these trends matter and what retail florists can do to meet (and even exceed) consumers’ rising sessions.
During “Extraordinary Service in Your Shop Every Day, sponsored by FloristWare, Bowles will share how florists can better leverage key tools, ideas and concepts to demonstrate their expertise and readiness to help customers select the perfect arrangement for any occasion.
Additionally, Bowles will share real-world insights and examples from his ongoing work as manager of Allen’s Flowers & Plants in San Diego, including:
- Effective language to greet customers, introduce more high-end designs and handle complaints with professionalism and grace, including go-to phrases that help put buyer and seller at ease.
- Simple ways to engage customers on the floor and tactics to empower even your shyest employees.
- Follow-up techniques to ensure customers’ complete satisfaction — and how to nonchalantly but persuasively prompt them to share their experience online.
SAF’s 1-Day Profit Blast in San Antonio is sponsored by the Bill Doran Company. Find out more.
Mary Westbrook is the editor in chief of Floral Management magazine.
