Discover Card’s current ad campaign is a fav of mine. It really resonates with my service oriented being while being funny and down right awesome! The commercial focuses on a client calling the toll free number about forgetting to make their payment that day. Expecting to hear the annoying recorded list of possibilities to choose from, the caller is totally surprised to hear a real voice on the other end. And it’s almost a mirror image of them! Now, who do you trust more than yourself? Not only does the client feel special and important, they know that friendly voice is going to take good care of them. To me that is quality and insightful marketing and something we need to understand in our everyday retail world.
What I know is that each one of us wants to feel important, to know we have value in the world. It’s something that makes us feel warm and fuzzy. A feeling that seems to be as important as food and water. If we feel this way, then we know our floral customers need this care as well.
I get that we’re all busy creating designs for the orders we already have. Then the phone rings…..”grrrr” escapes from our mouth…..”I’m busy!” Time to take a deep breath and realize this calling customer’s reality is that they are the only client in the world, that their needs far exceed anyone else's. Knowing this fact is a sure way to keep everything flowing and those calls to keep coming in.
There have been times when I've called a flower shop to discuss certain orders that I felt I should be explained. You have no idea how many I've called that answer “Flowershop!” as quick as that word can get out of their mouth. That’s when those hairs would stand right up on that back of mine! Geez, no indication if I've gotten the right shop or any identification whatsoever. Kinda makes you think their floral design work might be just as unfriendly!
Here’s a list of do’s and don’ts to think about and implement with yourself and your team. Wouldn't hurt to have these listed by the phone as well!
We’re involved with a incredible industry, flowers that touch lives and make a difference in the world on a daily basis. With more and more of our business by phone and electronics, our reaction to these customers is as important as the designs we deliver to their loved ones. Forming and maintaining these relationships with our friendly phone skills will make more of our days a little brighter, keeping those doors opened for years to come. Take some time and practice these skills. Your friendly phone “smile” will surely brighten that customer’s day and they will feel so special. Knowing you've played such an important part in their life has got to make you feel very special as well!
BONUS: Here's an example to avoid:
About the author
In a floral world that can sometimes be scary and tiresome, Joe Guggia, AIFD, works to reinvent himself and keep his floral passion alive. With beginnings as a delivery boy at Sandyland Nursery (Carpinteria, Calif.), he progressed to assistant grower and helped launch the first nursery contract with a supermarket chain., Safeway. Later, Joe moved on to take ownership of Camfeldt’s Flowers and Gifts (Santa Maria, Calif.).
Today, Joe continues to gather knowledge in all phases of the floral industry. He admits that putting himself “out there” to keep the dollars flowing has been a challenge and isn’t always easy. But sticking to it and realizing that “We’re only as good as our last design” has brought him to a place of industry sharing, both of his experiences and those of others.
Joe’s expertise includes staging, indoor/outdoor decor consulting, custom permanent designs, plant installations, landscaping, custom sympathy and everyday shop designs. He is a mentor to the student chapter of AIFD Cal Poly and promotes the motto of “Educate, motivate and create.”
Joe recently took on a new challenge: educating the public. His new website, http://www.arrangecreativeflowers.com, provides tips and advice to help consumers better appreciate our floral world.
What I know is that each one of us wants to feel important, to know we have value in the world. It’s something that makes us feel warm and fuzzy. A feeling that seems to be as important as food and water. If we feel this way, then we know our floral customers need this care as well.
I get that we’re all busy creating designs for the orders we already have. Then the phone rings…..”grrrr” escapes from our mouth…..”I’m busy!” Time to take a deep breath and realize this calling customer’s reality is that they are the only client in the world, that their needs far exceed anyone else's. Knowing this fact is a sure way to keep everything flowing and those calls to keep coming in.
There have been times when I've called a flower shop to discuss certain orders that I felt I should be explained. You have no idea how many I've called that answer “Flowershop!” as quick as that word can get out of their mouth. That’s when those hairs would stand right up on that back of mine! Geez, no indication if I've gotten the right shop or any identification whatsoever. Kinda makes you think their floral design work might be just as unfriendly!
Here’s a list of do’s and don’ts to think about and implement with yourself and your team. Wouldn't hurt to have these listed by the phone as well!
- Answer by the third ring. Waiting to be heard is so annoying, especially when that person is busy and has money to give you. The quicker you answer, the sooner the order is taken and executed.
- To make sure your client knows they've got to the right place, use your flower shop name first, then the name of the person answering. Example: “Happy Day Flowers, Joe speaking”. No need to add “how may I help you?” or anything else. Too much in the beginning sounds rehearsed and takes up valuable time for everyone. Knowing who they’re speaking to makes them feel comfortable right away (and special!).
- Interrupting the conversation is something you should try your hardest to avoid. Yes, sometimes we’re by ourselves and the only other call that might come in that day is at the same time, darn it! If this happens, politely ask if you might put them on hold. If they agree, try to make the other call go as quickly as possible, or call them back. 9 out of 10 times the other caller will allow you to return the call. This is where nice music on hold is a good thing. I personally don’t enjoy hearing information about the business when I’m on hold; just soft contemporary music. Makes me feel like a have a moment to relax. And NEVER put the phone to your shoulder or cover the mouthpiece with your hand! This is sure to cause havoc somewhere down the line. Plus it’s very rude to hear muffled sound when you’re waiting on the line. Sometimes a team member needs an immediate question answered. Try to have them wait; if they can’t (truthfully) wait, do the on hold thing, but make the caller feel comfortable. They know how important you are and taking care of employees lets them feel that you’re a responsible person.
- While being friendly in your conversation, the object is to answer their questions, get the order taken, and go about your other business. Some floral clients will insist on yakking away, blah, blah, blah. After all, we do love forming these relationships for years and truly enjoy their friendship. Now this is where your phone skills come into play, redirecting the conversation back to the subject at hand. Quite an art to direct the conversation the way you want. But an extremely important part of your sales repertoire.
- If you feel rushed, take a few seconds before answering the phone to compose yourself. A few calming deep breaths will still let you get to that third ring. Seeming fresh and vibrant (even if you’re tired as heck!) is another thing that keeps your clients happy and willing to spend their hard earned money.
- All sales are important. As business people, we lean towards spending more time on those larger sales rather than $35 orders. The fact is, all sales have residual value that we need to be aware of. That $35 flower arrangement can lead to a $1000 funeral at some point or a $5000 wedding. We just never know. That’s happened to me a few times, and I was so glad I had spent the time nurturing the relationship with those repeated, smaller orders.
- Always end the conversation with “Thank you so much for your order, and you have a great day!” This makes me feel better when I’ve worked with someone on the phone and we've shared information….especially when flowers are involved. People love flowers and helping them with their wishes and ending on a happy note is key to your continued relationship.
We’re involved with a incredible industry, flowers that touch lives and make a difference in the world on a daily basis. With more and more of our business by phone and electronics, our reaction to these customers is as important as the designs we deliver to their loved ones. Forming and maintaining these relationships with our friendly phone skills will make more of our days a little brighter, keeping those doors opened for years to come. Take some time and practice these skills. Your friendly phone “smile” will surely brighten that customer’s day and they will feel so special. Knowing you've played such an important part in their life has got to make you feel very special as well!
BONUS: Here's an example to avoid:
About the author
In a floral world that can sometimes be scary and tiresome, Joe Guggia, AIFD, works to reinvent himself and keep his floral passion alive. With beginnings as a delivery boy at Sandyland Nursery (Carpinteria, Calif.), he progressed to assistant grower and helped launch the first nursery contract with a supermarket chain., Safeway. Later, Joe moved on to take ownership of Camfeldt’s Flowers and Gifts (Santa Maria, Calif.).
Today, Joe continues to gather knowledge in all phases of the floral industry. He admits that putting himself “out there” to keep the dollars flowing has been a challenge and isn’t always easy. But sticking to it and realizing that “We’re only as good as our last design” has brought him to a place of industry sharing, both of his experiences and those of others.
Joe’s expertise includes staging, indoor/outdoor decor consulting, custom permanent designs, plant installations, landscaping, custom sympathy and everyday shop designs. He is a mentor to the student chapter of AIFD Cal Poly and promotes the motto of “Educate, motivate and create.”
Joe recently took on a new challenge: educating the public. His new website, http://www.arrangecreativeflowers.com, provides tips and advice to help consumers better appreciate our floral world.
