The Question That’s Hurting Your Sales
If you want to sound like an order-taker instead of a floral professional, start your call with “What do you want to send?”
It seems harmless, but it instantly weakens your position. It forces the customer to decide what to buy instead of letting you lead the conversation. Florists who open this way miss the chance to connect, inspire confidence, and guide the customer toward a better purchase.
Why It Matters
Customers today are used to being guided through a purchase. When they call or walk into your shop, they want advice and reassurance, not more decisions. Asking “What do you want to send?” is like a doctor saying, “What medicine do you want today?” It makes you sound unsure.
The best florists take charge with warmth and curiosity. They start by learning the story behind the order, not just the product. This approach instantly builds trust and leads to higher sales.
How to Take a Better Order
1. Always take the card message before talking about flowers
Before talking about flowers or price, say: “What would you like to say on the card message?”
This single step gives you everything you need to guide the order with confidence. Follow this simple sequence:
- Recipient name and address – Confirm delivery details.
- Card message – Learn the reason, tone, and relationship.
- Main product – Recommend a design and price that fit the occasion.
- Add-ons – Offer chocolates, candles, or balloons.
- Wrap up – Confirm delivery, take payment, and collect the customer’s email address for receipts and follow-ups.
When you know the message, you know the meaning. And that helps you make smarter, more profitable recommendations—without ever asking, “What do you want to send?”
2. Change your greeting on the sales floor
Avoid weak openers like “How can I help you?” or “What are you looking for?” Try something that sparks conversation instead:
- “Are you shopping for yourself or a gift today?”
- “What special flowers can I help you choose?”
These questions sound confident and friendly. They help you learn why the customer is shopping and instantly position you as the expert.
- Lead with empathy
Once you know who the flowers are for and why, guide the sale with care:
- “Since this is from the whole team, let’s make it larger so it really stands out.”
- “For an anniversary, I’d suggest something romantic with roses and orchids.”
You’re selling emotion, not just flowers. Build value first, and price becomes easier to discuss later.
The Bigger Picture
This is more than wording—it’s mindset. Every order tells a story. When you learn that story first, you gain control of the sale, boost trust, and increase your average order value.
Customers don’t want to be asked, “What do you want to send?” They want to feel understood.
Closing Thoughts
Your first question defines your success. Stop asking “What do you want to send?” and start asking smarter questions that uncover the reason behind every order.
To train your team to master this approach, email Tim@TheProfitableFlorist.com for a $200 coupon (good through November) toward any live or recorded workshop from The Profitable Florist.
When you ask better questions, you don’t just take an order—you build a lasting relationship.
About the Author
Tim Huckabee is the founder of The Profitable Florist and a leading expert in florist sales training. Since 1997, he has visited more than 7,000 flower shops worldwide, teaching real-life selling techniques that help florists increase profitability and elevate customer service. Tim is also known as the author of Flower Shop Sale or Fail, a monthly column in SAF’s Floral Management magazine. With decades of hands-on experience, he continues to coach and inspire florists through workshops, on-site training, and webinars.
Published by New Bloom Media
New Bloom Media (NBM) is the first multi-channel B2B media platform dedicated solely to the floral industry across the Americas. Through thought leadership, industry insights, and collaborative storytelling, NBM helps businesses innovate, connect, and thrive.
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