greenhouse retailing 2183 lora sommers. i. telephone usage n a. be prompt – 1. answer all calls as...

GREENHOUSE RETAILING 2183

Lora Sommers

I. Telephone Usage

A. Be prompt– 1. Answer all calls as quickly as possible.

– 2. Nothing irritates the caller more than waiting for you to answer.

B. Practice giving and getting all the necessary information from the caller.

– 1. This means identifying yourself and your shop when making or receiving a call.

– 2. If the requested information is not readily available, be courteous enough to say "Will you please hold the line while I get the information for you?"

– 3. Then put the caller on "hold".

I. Telephone Usage (continued)

C. Be tactful– 1. Avoid saying or doing anything that may offend or irritate the

caller.

– 2. The tactful telephone user is careful to:

a. Inquire who is calling by saying "May I ask who is calling please?" refrain from using such blunt questions as "Who's calling?"

b. Address people by their last names. Make use of such expressions as "Thank You," "I'm sorry," or "I beg your pardon." The caller appreciates such courtesy and consideration.

c. Avoid making side remarks during a call.

d. Let the caller end the conversation. Do not bang down the receiver at the end of a call.

I. Telephone Usage (continued)

D. When you answer the phone always remember that you are the company.

– 1. Whatever the customer hears on the other end of the phone is how they will view your greenhouse.

– 2. Therefore, you must portray a positive, pleasant attitude.

– 3. Customers can read your voice and can judge your attitude from it.

– 4. If you are in a hurry or in a bad mood this will be conveyed to the customers.

– 5. Maintain a calm voice.

– 6. It is always better to stop yourself before you talk and put a smile on your face.

II. In-store sale

A. Approach customers promptly.– 1. Put a smile on your face.

– 2. Identify yourself and ask if the customer needs assistance.

– 3. If you do not know the information they request tell them that you will find out.

II. In-store sale (continued) B. Fill out order/dates forms

– 1. Fill in all the requested information on the receipt. Make sure you write in a clear manner.

– 2. Ask the customer how they intend on paying by check or charge cards.

– 3. Wrap the order and ask the customer if you can be of further assistance. Smile and tell them thank-you, come again.

– 4. When wrapping orders cover all plant material so they do not become damaged in transporting. Use sleeves if provided, and boxes to stand materials upright.

– 5. Containers: inexpensive, whatever you've got.

– 6. Accessories: inexpensive, whatever you've got.

– 7. Candles, twigs and branches, bamboo, birdstones, paints, etc.

II. In-store sale (continued)

C. Design styles and guidelines.– 1. Lines: distinctive, unusual (means value to

customer) simple

– 2. One-sided uses less product.

– 3. Asymmetrical styles use less product.

– 4. Asymmetrical styles look more contemporary.

– 5. Utilize "framing" to enhance value and apparent volume (or mass).


D. Minimize your labor.– 1. Limit the number of stem insertions.

– 2. Cover foam with moss instead of foliages.

– 3. Be organized and have all cash and carry design materials in one location (designers spend less time).


E. Merchandising– 1. Good visual display or it won't sell: impulse

items - lighting, location, clear signs and price.

– 2. Enhance value with consumer information and care tips-make sure customer is satisfied.

III. Marketing ideas in display

A. Display is a critical element in your ready-to-buy merchandising program.

– 1. Through your displays, you must capture your customers' attention, tantalize their "purchasing glands" and stimulate them to buy.

– 2. Although displays vary from store to store reflecting the personalities of the shop and the motif of decoration, there are several basic display techniques that should be incorporated in your overall cash and carry program.

– 3. Price clarity. a. Accessibility.

b. Pricing and labeling: product name and selling price.

III. Marketing ideas in display (cont)

B. Cash and carry items can be displayed in many different ways.

– 1. These are some of the most successful methods of presentations used by profitable cash and carry merchandisers.

– 2. Four-inch green and flowering plants are an important element of a successful cash and carry program.

– 3. Many florists eliminate this type of merchandise from their program, forcing the customer to go to non-professional floral outlets for the small plants.


C. To make the most impressive statement, green and flowering should be grouped together to grab your customers' attention.

– 1. Mass displays of similar merchandise whet the customers' appetite and stimulate them to buy.

– 2. Decorated plants and dish gardens should be displayed individually or in small groups so customers can appreciate their uniqueness and make buying decision without confusion.

– 3. Small groupings of merchandise are more impressive when presenting specialized items.


– 4. Dried materials can be displayed individually by price & color. a. Like cut flowers, dried material should be easily accessible and smartly

displayed.

b. Customer will not purchase if they must pull apart a display to get the merchandise.

– 5. Silks are often best displayed in small groups by color. a. Take special care to make them attractive, accessible and easy for your

customers to purchase.

b. Containers are an important accessory item in your cash and carry program.

c. Many successful florists promote containers as an add-on purchase, because they know that containers often encourage customers to buy more flowers.


– 6. It is important to remember that your method of display will be a motivating factor in influencing your customer's buying decision.

IV. Advertising

A. Advertising is often considered to be "useless" and "a waste of money."– 1. However, monies invested in effective,

quality advertising result in increased sales.

– 2. Advertising is a significant element in a successful cash and carry program.

IV. Advertising (continued) B. To begin an advertising plan for your shop, sit

down with a calendar and block out your seasonal promotion.– 1. Then plan weekly specials for the entire year.

– 2. Profitable cash and carry merchandisers plan their exact weekly and seasonal promotions at least four to six weeks in advance to take advantage of purchasing in quantity.

– 3. It is vital to stay on top of your planning.

– 4. A cash and carry program cannot be successful if the specials are not offered consistently.

IV. Advertising (continued)

C. Next, plan your advertising strategies. – 1. For best results, a direct mail advertising campaign should be

coupled with newspaper advertising as well as various promotional brochures.

– 2. Don't forget to take advantage of your shop windows in advertising your weekly specials.

– 3. Bright, large signs on poster board, which can be seen from the street are great attention getters.

– 4. As in every other aspect of a cash and carry program, consistency in everything you do is the key to successful advertising.

V. Sales

A. Once a customer enters your shop, your salesperson becomes your store image.

B. A well-stocked, well-displayed cash and carry program will thrive if professionally trained salespeople facilitate customer purchase.

V. Sales (continued)

– 1. There are four important aspects of an in-store salesperson's responsibilities that directly influence customer purchases in a cash and carry program.

a. The salespeople must be friendly, knowledgeable and ready to help. The need to be out on the floor, answering questions. Your salespeople must know flower names, prices, proper care and expected life of the flowers. These are all important points to the cash and carry customer.

b. Your salespeople should be trained to point out cash and carry specials to your customers.


c. Offering suggestions based on the customers needs and desires is important. Customers need suggestions. By pointing out the specific features and benefits of a particular special, a salesperson will often motivate the customer to make a buying decision.

d. Your salespeople must be ready to ask the customer to buy. This is an awkward responsibility for many flower shop salespeople, but it is an important skill in professional selling.


– 2. When your salespeople have quality products and an excellent range of merchandise, they can feel confident in dealing with customers.


C. Eight Components of a Successful Cash and Carry Program

1. Selection.

2. Quality.

3. Price.

4. Display.

5. Packaging.

6. Advertising.

7. Salesmanship.

8. Consistency.

VI. Delivery people = the image of your shop.

A. Goodwill ambassador.– 1. A delivery person is your most important

goodwill ambassador.

– 2. He/she has a very significant responsibility.

– 3. Often, he/she is the only encounter an individual has with your flower shop.

– 4. So, he/she must project a professional and desirable image--an image that sets your shop apart from other less professional floral operations.


B. Source of new customers. – 1. It takes two types of clientele to keep a flower

shop growing--established clients and new buyers. – 2. In many cases, that incoming AFS order for Mrs.

Jones will make her a new customer for your shop.

– 3. In fact, those people who receive floral gifts and are pleased with the quality of product and service received, are often your very best source of new customers.


C. Positive impression.– 1. Research has proved that the primary reason

consumers choose a flower shop or change to a new one is because they've had a positive experience with a specific florist.

– 2. Your delivery people have an important influence on the impression and enjoyment recipients experience from their flower orders, and these same employees are instrumental in determining flower shop customers to select your shop again.


– 3. Your delivery people are an integral part of your shop's public relations and advertising.

– 4. The impact they make as your representatives must be planned and controlled.

D. Important considerations in hiring a delivery person.– 1. Professional delivery people make a

difference in your image.

– 2. When hiring a delivery person, these desirable traits should always be evident.


– 3. Hire a competent person. a. Someone who knows how to drive carefully and

courteously.

b. Someone with a good knowledge of the area.

c. Someone who is reliable with his/her time and your products.

d. Someone who is obviously motivated and has the interest to learn about other related tasks.


– 4. Hire a person who makes a positive first impression when you meet them.

a. In the first six seconds of contact between a delivery person and the recipient, the recipient develops an image of your shop, evaluates the quality of your product and decides whether or not he/she will purchase flowers from you.

– 5. Hire someone who is neat and clean.


– 6. Hire someone with a good driving record. a. A driver must be able to handle his/her own

automobile with mature responsibility if you are to trust him/her with your delivery vehicle and your shop image on your community streets.


– 7. Drivers should wear some type of uniform. a. When a driver rings a doorbell, the recipient should be able

to tell immediately what business the individual represents.

b. A jacket, shirt or smock, coordinated with an appropriate color or slacks with your name on it introduces your shop as a professional florist and creates a positive impression.

c. It also reinforces your business name into the recipient's mind.

d. Most people won't recall the name of your flower shop until they have been exposed to it SIX TIMES.

VII. Traits of a professional salesperson.

A. The minute a salesperson encounters a customer, whether in your shop or on the telephone, the customer satisfaction cycle begins. – 1. Your salesperson can ensure the complete

satisfaction of your customers by becoming a professional salesperson.


a. Three basic traits of a professional salesperson:– (1) A friendly, service attitude.

– (2) The ability to communicate in a pleasant, interested and helpful manner.

– (3) Expertise in using effective selling skills.

b. The quality of your product, the creativity of your design and the professionalism of your service are also important.


– 2. Every sales transaction starts with the salesperson.

– 3. Unless salespersons complete their jobs professionally and satisfactorily from the customer's point of view, it is difficult, perhaps impossible for the rest of the sale to be completed satisfactorily.


B. A friendly service attitude is one of the most important characteristics of a professional flower shop salesperson.

– 1. Your attitude is an outward expression of your inward feelings.

– 2. In telephone selling, your customer does not have the benefit of seeing the beauty of your flower shop and your flowers.

– 3. Therefore, it is your responsibility to communicate, through your voice, your friendly service attitude and your professional selling skills, the benefits, beauty and importance of the products you are selling.


– 4. Through your telephone selling skills, you communicate your attitude.

a. By the tone of your voice.

b. By your friendly expression of service.

c. By your interest in your customer's needs.

d. By your helpful product suggestions.


C. In selling flowers to a customer over the telephone, your attitude communicates four main characteristics to your customers which increase their confidence in you as a salesperson.– 1. Belief in yourself

– 2. Belief in your company

– 3. Belief in your products

– 4. Belief in and appreciation for your customer


D. As a professional salesperson, you help your customer make a buying decision.– 1. Every flower shop has a few customers who

let the salesperson make the buying decision for them.

– 2. Often, however, this decision to let the salesperson make the buying decision is a result of the customer's lack of product knowledge.


– 3. Whenever you make the buying decision for a customer, you violate two important philosophies of professional selling:

a. Customers like to buy, they do not like to be sold. The customers who does not participate in the buying decision does not buy, he/she is sold.

b. A customer who participates in the buying decision often is willing to spend more money than the customer who is sold. We all have a tendency to spend more money and spend it happily when we participate in the decision to buy.

c. As a professional salesperson, you help your customer make a buying decision.

VIII. The real reason people buy flowers and plants. A. There are only three reasons why people

buy flowers and plants--there are no other reasons.– 1. To fulfill an emergency need.

a. Many people buy flowers to fulfill a last-minute, emergency need--especially at holidays.

b. In emergency situations, customers don't buy flowers because flowers are favored by the recipient, or because flowers are the ideal gift, or because flowers provide the best value for the dollar.

VIII. The real reason people buy flowers and plants. (continued)

– (1) He/she has waited too long to send anything else.

– (2) Flowers and plants are the only last minute gift he/she can select and have delivered on time.


c. Most emergency purchasers are not nearly as concerned with what they send, or sometimes even how much they spend, as they are with making sure something is delivered.

– (1) It is important to recognize that the emergency purchaser is primarily looking for friendly, helpful and expedient service.

– (2) Usually the emergency purchaser is not an ideal customer.

• (a) Because flowers are not his/her primary gift choice, seldom is he/she a loyal customer and it is difficult to develop this customer into a consistent and loyal flower purchaser.

• (b) When serving an emergency buyer, be totally honest with the customer. Tell the buyer what you can and can't do.


– 2. For self-use or self satisfaction. a. The customer who comes into your shop to purchase

flowers for his/her own use if looking for prompt, friendly service and reassurance that his/her purchase will make him/her feel good.

b. Suggestions of different flower combinations, seasonal specialty flowers or daily specials are often helpful.

c. As a professional salesperson, you can influence loyal buyers to purchase flowers regularly for their own enjoyment.


– 3. For personal recognition. a. The primary reason the majority of customers buy

flowers and plants is because they want personal recognition.

b. It is essential for a professional flower and plant shop salesperson to understand when the customer is seeking personal recognition.

c. It might appear that a customer is sending flowers to a funeral to express sympathy.


– (1) And this might be a secondary or at least an influencing reason for making a flower purchase.

–

– (2) But the primary reason the customer is sending sympathy flowers is to receive personal recognition.

– (3) If this customer goes to the funeral chapel he/she immediately looks for his/her flowers and makes sure a card with his/her name is displayed with the flowers.


d. The reason why it's essential to understand that most flower buyers are seeking personal recognition is because how much a customer is willing to spend more often than not is determined by how much recognition he/she wants to receive.

e. The customer who is looking for a lot of recognition is willing to spend more money than the customer who will settle for minimum acknowledgment.


B. Salesperson duties.– 1. Salespersons in floral stores sell fresh and permanent

flowers, potted plants, floral pieces and arrangements, and giftware. Salespersons may specialize in certain product lines (gifts, plants, flowers) or provide special consultant services (wedding, interior design, funeral).

– 2. Salespersons greet customers; determine needs; advise/assist regarding type of flower, arrangement, decorations, gift, and services for specific occasions; use suggestive selling; and handle objectives and complaints.


– 5. Planning and constructing counter, window and interior displays using store merchandise and props may be a responsibility of salespersons.

– 6. Salespersons may contact florists in other communities to place orders for out-of-town delivery; assist in designing; prepare vases and containers; make corsages; make bud vases; and other floral decorations.


– 7. Salespersons are expected to handle customer's payment of bills. Salespersons may also be responsible for sending out billing for charge customers.

– 8. Housekeeping duties include maintaining the store's floors.

greenhouse retailing 2183 lora sommers. i. telephone usage n a. be prompt – 1. answer all calls as...

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