In over 30 years of retailing, many people asked me how I grew Beneva Flowers from a tiny local flower shop to one of Teleflora’s Top 20 retail florists in the nation. Trust me when I tell you, I get far more credit than I deserve. I was not the smartest guy in the room, nor was I rich, nor a more talented floral designer. What I learned at a very young age from my father has kept me ahead of my competition to this day, remove the word NO as an option – it really is that simple. From that, I created my own slogan back in 2003, YES WE CAN. Telling a customer “no” is no longer an option.

Can I be a YES WE CAN florist?

The short answer is (of course) YES! It really is simple enough that anyone can do it. It certainly requires planning and possibly some extra work, but you didn’t get to be where you are as a business owner without rolling up your sleeves a few times – this is no different, and the benefits are well worth your extra efforts.

One of the most important steps you can take to becoming a YES WE CAN florist is by offering 24-hour delivery.

It’s important to note that this does not mean your shop has to be open 24-hours a day; it simply means that you’re willing to do what it takes to make your customer happy – as long as the customer is willing to pay for it.

Obviously it’s not practical – or even possible - to honor every request, but the key is to give the customer options and let them choose which solution they would like to pursue.

One person’s problem is another person’s opportunity

We still hear florists getting mad at after-hours delivery requests. We are repeatedly reminded the “shop closes early on Saturday,” or worse yet, we are scolded that “the delivery cut off is at 2 p.m.”! You know the tone, everyone knows the tone. Why on Earth would we treat a customer this way if they are willing to pay extra for the service? Don't forget, after-hours delivery requests are opportunities, don't punish your customers for asking!

A painless plan for offering 24-hour delivery

1. Set the rules and make sure they’re very clear

   • All orders must be placed during your normal business hours

   • After 4 p.m., charge an additional $10 to your normal fees

   • After 6 p.m., charge an additional $20 (item must already be designed and in the cooler)

   • After 8 p.m., charge an additional $20

   • After midnight, charge an additional $20

2. Consider offering your drivers 75% of the additional fees you collect after hours. I promise you will not have a problem getting the delivery accomplished!

3. Let the customer know you will be happy to make the delivery at the time they request as long as they are willing to pay the appropriate fees. If they’re willing to pay $80 for a late-night delivery that would only cost them $10 the next day, why say no? The customer gets what they want, while you and your driver earn a little extra money. It’s a win-win situation for everyone.

4. You can now tell the world you offer 24-hour delivery and next thing you see, your afternoon deliveries will take off. People won't wonder if you can still deliver, they just know you will.

What about last-minute holiday requests?

I often get asked, “what am I supposed to do when I am fully committed for Valentine’s Day delivery and I am being asked for delivery on the 14th – or else?”

Since saying no isn’t an option to a YES WE CAN florist, the key is again, to offer options and let the customers choose. Here is how I handle this request:

"Yes, we can deliver your flowers for you. Considering the orders we must prepare that came in ahead of yours, the next available day for delivery is Feb 15. I can appreciate you need these flowers for Valentine's Day and would gladly have them ready for you to pick up by 5:00 p.m."

Although you know this is not what the customer wants, the customer knows they’re late. What you have done is repeat and educate the customer of the options now available due to the request they have made. Nowhere in that scenario did you tell the customer “no.”

Throw away the policies, just focus on procedures!

This all starts with you – the owner. There is no secret to success, but there are ways to achieve it if you’re willing to put in the work. Take a step back and look at your industry. That is called the playing field. If you’re ready to succeed, then remove the roadblocks! Yes We Can is a retailer's way of saying I LOVE YOU to their customers. People shop where they feel welcomed and accommodated.

-Art