How to open your flower shop from scratch and without a franchise. (Book of Yelcheninov A.A.)


24.2. Basic flower shop item



You can plan work together with the whole team. In the process of jointly thinking over plans, a lot of all kinds of ideas arise, unexpected decisions come that can deduce sale to the highest level. All this brings the team together and gives the work an incentive, energizes. Brainstorming starts the thought process and creative ideas come to the minds of its participants. Then all the employees begin to work on what they came up with. Employees try to sell as much as possible. All this motivates them without attracting additional material costs. But this still has to come. Not everything can happen right away. Success can be achieved gradually.


Thus, a strong team can be formed.

Having planned sales, I am working on trend and demand. I can control it. Thanks to the planning, I can tell customers what will be on sale in September and take orders in advance, having already offered them a ready-made design and ready-made bouquets. So I do not have to rack my brains on a holiday, standing near the flowers in the refrigerator, wondering what to offer the buyer. My task is to think through everything in advance and offer the buyer to make a choice from the proposed ideas that I thought out in advance. I can offer a wide range of goods of different types at different prices. I already thought about the buyer in advance. This is my choice and my strategy, working for the benefit of my store and developing my business.

I will give an analogy to make it clear what I want to say.

My American friend has been baking bread for twenty years. He works as a baker. His shop is known to all the city in which he lives. This is a family dynasty. He knows his job and loves it.

Anyone who comes to his store in the morning smells of fresh pastries. There is always a variety of muffins on sale - buns with cinnamon and poppy seeds, cardamom, vanilla and chocolate, sprinkled with powdered sugar and nuts. There is a whole showcase of cakes, there is freshly baked bread of different varieties. From the variety of such attractive products and a delicious smell, you can just go crazy and want to buy everything you see. I can’t take my eyes off the shelves and start buying everything that I see.

I understand that they were waiting for me in this store, they prepared everything in advance, laid all the baked goods on large trays, dividing it by size and type, taught the whole assortment of goods profitably, offering me a huge amount of all kinds of yummy. I can hardly restrain myself not to start making spontaneous purchases, acquiring everything that I see. By the way, scientists have found that the percentage of such purchases is close to 70% of the total number of purchases that a person makes. He is so arranged. Research was conducted by entire institutes.

My American acquaintance begins his work at 3 o’clock in the morning, and he does this every day for almost his entire life. Early in the morning I am already standing on the threshold of his door and can directly observe the process of his work. And if in the morning I could observe on the shelves of his store only baking ingredients: rye and wheat flour, sugar and yeast instead of fragrant soft bread? Even if all this would have been very nicely arranged on the shelves, and he would come out to me and begin to tell how much of all the tasty things can be prepared from this and asked me to wait a bit while he is engaged in baking, I would like to buy from him in this case at least something?

It is this analogy that comes to mind when I think of some flower shops. This happens when a customer arrives at the store, and the florist brings him to the refrigerator and offers him a choice of cut flowers, offering to add one or another flower to the bouquet. I imagine myself next to such a seller and I think: “I would like this to happen in my store and what my customers thought about it at that moment.”


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