Episode 5: Lead Your Team by Knowing Your Audience
Not every customer who calls your flower shop wants the same conversation. Some want facts, some want speed, some want flower Latin, and some want to tell you about their new grandbaby. After a webinar on this topic generated a pile of follow-up questions, Vonda and Lori take a deeper dive into the four customer personality types every florist meets — and how to read them in the first 30 seconds of a call. Because no, you don't have two minutes to spare on Valentine's Day, but you don't need them: tone of voice and speed of speech tell you almost everything.
One foundation first: whatever their type, every customer wants the same four things — to be treated as an individual, to be understood, to be treated with kindness, and to be told the truth.
The data scientist
This customer wants the facts: exactly how many roses, exactly what shade of pink, exactly what it costs. They'll state their budget up front — honor it, or show them clearly what the next level buys ("at $50 you get two roses and alstroemeria; at $75 I can give you four roses — a better value"). They're not cheap; they just need perceived value to equal cost. Fun fact from Lori: these are your coupon and Groupon people. They also love a bundle — either in-shop (flowers plus candle plus plush) or a partnership like the shop that teamed up with the spa across the street for roses, a spa certificate, and a candle. Bonus: an external bundle means the spa is advertising your shop, and vice versa.
The closer
Vonda claims this one as her own type. Closers want the bottom line: I need flowers, get them to the right person at the right time, here's my credit card. Usually the businessman in a hurry — the customer we all wish for on Valentine's Day. Don't try to make friends; warmth actually slows them down and does more harm than good. Most closers order online now, but if one calls, check your POS first. "You want to order for your wife? We have her address from last time — should the card say 'Happy Valentine's Day, Love Steve'? Are the last four of your card still 6995?" That customer will call you forever, because you were fast and you had his information.
The director
The director knows flowers — the difference between a freedom rose and a free spirit rose, hydrangea from Veronica. Designers love these customers because they speak the language. Reach out to them before the holiday: have a designer call or email personally ("you ordered this last time — want to take it a step further?"), which flatters their expertise and gets a complicated order booked early. One caution: think twice before texting them a photo of the finished arrangement, because directors want to art-direct ("move that rose over here"). If you send pictures, send the recipient receiving the flowers, so the focus is the moment, not the mechanics. And follow up afterward — no news is no longer good news; it might just mean the complaint went to social media instead of to you.
The storyteller
Lori's type, and she owns it. Storytellers can become your best friends and your most loyal customers — they champion shop-local, look for reasons to call again, and they're the ones who actually leave the glowing Google and Yelp reviews. They'll also read your About Us page before they ever call, so make sure it's filled out — with real photos and the real story ("started in 1820 with great aunt Gladys"). The skill you need is the graceful exit. Lori's script: "I could talk to you all day, but I know I need to let you go — let me just reaffirm what you ordered." Put the wrap-up on you, never on being swamped, and never steamroll past the grandbaby story.
Say yes truthfully — and recap every order
The industry rule is never say "no, we can't" — but you also must be truthful. Vonda's technique when a requested flower is out of stock: offer the exact thing later, or a beautiful alternative now. Her line, destined for a T-shirt: "If you want to get your love out today, let's see what I can do for you today." And regardless of type, start every call with "let's talk a minute — who is it for?" and end with an exact recap of the order — not a paraphrase. Everyone who hangs up should think: they heard me, they've got this.
Key takeaways
- Read tone and speed in the first 30 seconds to identify the customer type — it doesn't take two minutes.
- Data scientists buy value: honor budgets, explain what money buys, and offer bundles.
- Closers buy speed: use your POS history to make repeat orders nearly effortless.
- Directors buy expertise: invite them to order early with a personal touch, and follow up after delivery.
- Storytellers buy relationship: give them a few extra moments and they'll repay you in loyalty and reviews.
- Never say no — say "if you want your love sent today, here's what I can do today." And always recap the order word for word.
Sponsored by:
Flower Clique
Flower Clique Prep School
Real Life Retail Florist