Before I share this article, I ask that we first address the transaction - name and value.
#1 Order - This is what my competitors referred to a transaction as I slowly took theirs a little at a time.
#2 Relationship - The customer calling you trusts you. You earned this. You have the relationship-until you lose it.
When my competition was closed and I saw new customers calling and ordering JUST BECAUSE I WAS OPEN, I knew that was MY OPPORTUNITY! You see, I already had a catch-all system in place. When someone ordered for the first time, I target marketed them for the 2nd order with an aggressive account card mailing. If I got the 2nd order, I had the future relationship! If it’s easy to work with me and I am always available, why would they go anywhere else?
Art Conforti, owner of Beneva Flowers in Sarasota Florida with a bouquet of his signature long-stem rogue roses for Valentine’s Day. Beneva Flowers was open - and provided customers with unmatched service - 7 days a week - 365 days a year.
What is the value of a customer?
People order generally three more times after a first order. So if they are flower buyers and they order during a Valentine’s Day, the chances are pretty good there will be a second holiday order through the year. Add in an unexpected event or a birthday and you have four orders.
Average order with delivery is $85
$85 x 4 = $340.00
Customers looking to order flowers will call around until they find an open shop and that is where you have a 50-50 chance of ever seeing them again. I share this from a fact growing my business in Sarasota, FL. There were 30 florists in town when I started and when I sold after 30 years there were only six. Was it all me? Probably not. BUT, they came from somewhere!
It’s one day, protect your future by securing the present.
It’s competitive out there - showing up is half of it!
- Just sharing to help you possibly rethink what is best for your business. Only you know best – but I’m always here to help with tips and advice whenever you need it! Until then, be sure to visit out our YouTube channel for dozens of informative videos and guides -Art