As a flower shop, you’ve more than likely experienced customers walking in and admiring your work but leaving empty-handed. How can you make browsers become buyers? Trying to understand the psychology behind why people browse without buying is the solution to making foot traffic turn into a sale.
“I’m Just Looking”
A lot of customers who go into a shop do not usually have a specific goal in mind. They may be just wandering or window shopping, and when you ask them if they need anything, they’re “just looking!” But even a just looking moment can be turned into a sales opportunity if handled correctly. Instead of the usual “Let me know if you need anything!” Here are a few ways to start off your conversation to lead into a sale:
- Are you celebrating something today?
- Are you looking for something that comes in a vase or a bouquet?
- Do you already have something in mind? Or do you want to get creative together?
- This one just arrived this morning, want to take a closer look?
- Is someone getting a surprise today?
It isn’t about being pushy, it’s about being personal!
Read and Learn: Be Clear
As a florist, you know the names of each bloom and the story behind each arrangement, but more than likely, the customer probably doesn’t. Bouquets and arrangements without a name or price tag can leave customers confused and unlikely to ask. Labels for your arrangements like “Anniversary Ready,” “Just Because,” “Grab & Go,” “Luxury Blooms,” and the list goes on! When you help customers see the reason “why,” the “buy” comes soon after!
Selling Through Storytelling
People love to buy meaning, not just flowers. When a customer learns the meaning behind an arrangement and the feeling it represents, they’re no longer just buying flowers. Including a small display of the story behind your arrangement can show a connection between you and the customer. For example, you can showcase a certain design that reminds you of a time spent with family, another city you lived in, or even what the arrangement meant when it was given to you. It becomes a conversation starter and another reason to buy. When adding emotional value to your stems, you’re not only selling flowers, but you’re selling an experience!
Final Thoughts
Every person who walks through the doors of your shop is a potential customer, regardless of whether they’re “Just looking” or “Not looking for anything specific.” When you approach each customer with curiosity, you create an experience in your shop that goes much further than just a place to pick up flowers or a quick gift. It helps people feel connected. By asking thoughtful questions and labeling your designs, you can help shoppers see the value behind your arrangements. With small, intentional changes in your approach, you can turn browsers into loyal customers!