Messages on hold for florists in Stamford aren’t really necessary. Or are they? There was a time that your customers would come into the shop and stroll around, admiring your creations. Your arrangements were your best sales pitch.
Today, some of your business has moved online. 96% of Americans shop online. But that statistic doesn’t tell you that more than only 35% of total purchase are made online. And your average online sale is much lower (and less profitable) than “offline” sales.
Offline sales lend themselves to customer loyalty, “up selling” and additional purchases. So how can you use this information? Here’s an idea that will work for the majority of your customers.
Messages on hold for florists in Stamford
Here in Connecticut your market is typical: almost 80% of flower sales are attributed to female customers, usually over 35 years of age. And it’s interesting that 60% of the time, the your customer buys them for herself.
In your busy (understaffed) flower shop, many of your phone calls are placed on hold. AT&T research estimates up to 69% of them. So why not use that time to build customer loyalty, and increase both today’s order while planting the seeds for future business?
How can you do it? Every phone call can be more productive when you realize that every moment of your time with your customer is a marketing opportunity. That even means the time that your caller has to spend on “hold.”
Hold time can be less boring and frustrating, and more valuable (to both you and your caller) when you feature on hold messages, custom written for your area and your customer. They can start your customer dreaming of more beautiful arrangements, of more reasons to enjoy them, and more occasions to enjoy them on.
Go beyond the big holidays
On hold advertising helps you tap into “non holiday” sales. In fact, experienced florists know that 50% of sales are attributed to non-calendar events, so you know that everyone who calls you is ready to purchase on those other days.
Why not use “hold” time to suggest more reasons? Offer a special “audio” coupon such as a free rose, or succulent with a minimum order. Promote “Flower Fridays” with 10% off select inventory (possibly stock that hasn’t sold during the week). Let callers know that you offer more than just your trademark flowers (such as terrariums, unique planters, chocolates, fragrances, or greeting cards): if you don’t tell a phone customer, they’ll never know! Encourage “Likes” on your Facebook page, and “Follows” on your Instagram. Give callers specific reasons to visit your website, such as giving you their email in return for a small “thank you.” Ask for Google “Reviews” of their order.
You’ll never have time to do it all…
…unless you put wasted (hold) time to use. We’ve got plenty of other “Guerrilla Marketing Tactics” that you can use to grow your flower shop every day of the year. Call us for a list of 76+ ideas you can use. And to find out how to make every phone call a better marketing opportunity. In Stamford and throughout Fairfield County call us at (203) 655-3920. Nationwide call us at (800) 862-8896.
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