Floral Design I

Flower: Queen Annes LaceTerm: Service Area

Queen Anne’s Lace

• Genus: Ammi• Available: Year round• Color: white• Form is similar to dill and to wild carrot• Large filler flower. Airy flower heads work

well in mass arrangements• Longevity: days 3-5• Sold by bunch, $7

Service Area

• The area in the front of a flower shop where customers are waited on. May have a view of the work area or the work area may be kept separate.

Selling Flowers

• Floral Business only survive if they sell flowers

• You can have the most beautiful designs in the world but your business will fail if you don’t sell them

• Salesmanship has negative connotations

Selling flowers

• “The reception, treatment, and satisfaction of the customers will determine the success of the business”

Characteristics of a Professional salesperson

• Friendly helpful attitude– Sincerity– Attentive listening– Enthusiasm– Empathy– Poise & Tact– Perceptiveness

Thorough Product Knowledge

• Most customers don’t know about flowers & their cost

• They rely on you to inform them and provide them with options

• You must know names & characteristics of all of the flowers you sell

• You must know prices to make recommendations of flowers that will fit their budget

Effective selling skills

• Initial approach or greeting– Service approach: “May I help you?”

• Advantages?• Disadvantages?

– Greeting approach: “Hello, how are you?”• Advantages?• Disadvantages?

– Merchandise approach: “Those are beautiful flowers, aren’t they?. . .

• Advantages?• Disadvantages?

Effective selling skills

• Determine needs– Occasion need– Self-satisfaction & enjoyment– To receive personal recognition

Skills

• Present the product– Select a few items that will meet needs– Make suggestions based on benefits

• Don’t emphasize price at this stage– Show no more than 3 at a time– Show a price range– Explain benefits– Use professional descriptive words

• You must thoroughly know your product to present it

Skills

• Handle questions & Objections– Answering questions allows you to present

more information– Suggest modifications to overcome objections– Offer other options or services

Closure

• Close the sale– Ask for a buying decision

• Suggest accessories

• Write up the order

• Reassure & thank the customer

Telephone sales

• Answer the phone quickly• Greeting

– “Good morning, this is Sunnyside Florist”• Use the customers name if possible• Ask for delivery information• Ask detailed questions about the occasion, the

price range, & the floral preferences.• Offer products

• Describe so the customer can visualize

Telephone sales

• Ask for a decision• Confirm the order• Summarize the charges• Determine the method of payment• Reassure

– Customer made a good selection– Recipient will be pleased– Order will be top quality & delivered on time

• Thank the customer