Florists Having A USP In Your
Floral Business Is A Must!
Florists if you have not considered your USP for your floral business now is the time to get started. For those that have never heard of a USP in business, USP is short for a unique selling point, sometimes also refer to the unique selling proposition, it simply means -what makes your floral business “different” or “unique” from your competitors to attract customers into your flower shop or eCommerce website.
As some floral business owners approach a slower season it is important to take a hard look at what makes your company distinctive and stand out from the rest. Defining your unique selling position in the marketplace is important to the longevity of your flower business. So how do you establish a unique selling point?
Be The Cheapest Florist In Town:
Let’s get this out of the way first, competitive pricing is different then low ball pricing and neither is considered a unique selling point for your floral business. Please do not start slashing prices to bring customers into your flower shop or eCommerce website. Ultimately you may get a few shoppers but these are not long term patrons.
One thing you do want to be is price consistent in your flower business. What does this mean? If a new flower shop opens in your area that offers one dozen arranged roses for $50.00 do not all of the sudden lower your arranged roses price. Stay consistent with your pricing this is part of your brand reputation.
Do offer a few yearly incentives to your customers such as discounts through marketing this makes your offer so much more appealing with great results and more loyal base clients.
Now let’s get to what USP really is for your flower business.
Ask Yourself These Questions:
Creating your business USP can be as easy as asking your self these 5 questions-
- What makes my flower product/products valuable?
- What is compelling about my floral business?
- How do I stand out from my flower competitors?
- What makes customers come back to my flower business for more?
- Would I shop at my flower business/website?
The biggest mistake I see with most floral business is they focused on their wants and needs. When it comes to unique selling point this is all about the customer’s attraction, conversion, and loyalty. Think of yourself as your own customer, or ask a co-worker or friend.
What Your USP Can Be:
Your unique selling point can be a multiple product/ branding items and structured floral business policy.
For example, a flower shop that only sells grown in the United States blooms or practices in organic floral design is a specific unique brand-a great USP. Or perhaps you are tagging each and every floral arrangement with your unique logo and have your special marketing packaging – this is also a unique selling point.
Having a policy of only arranging in beautiful containers that customers are proud to keep after flowers have long gone can also be an example.
What is your unique design style? What is your trademark as a floral design artist? Garden loose type quality florals are all the rage- that sophisticated bohemian look is here and is not going anywhere. Some floral designers are still afraid to design this way as they feel it won’t go over well in their very traditional location.
I hear this loud and clear but try a few different floral arrangments. You will be surprised how some people only purchase what is available but are yearning for something different and unique.
Start off with an ironclad flower shop policy-
- Quality- for each and every flower product sold.
- Respectfulness- be respectful of your customers and be on time.
- Honest- be honest with your customers.
- Punticuallity- this is so important in building credibility with your customers.
- Be Up To Date- know the latest and greatest in floral design.
Be Fresh & Unique:
I chat with considerably hundreds of florists on a weekly basis and I hear a lot about how they are staying with x floral wire service because their competitor is also with them. Essentially what this is doing is making their flower business exactly like the rest – again this way of thinking is not like the potential customer they could have.
People searching for flowers on Google don’t want to see 10 floral websites that look exactly alike, they want to be captivated by your unique floral brand/flair.
Same goes for your flower shop, keep it looking fresh, clean and welcoming.
Get To Know Your Customers:
We talked a little above how even though your customers are more traditional you should still think outside the box and offer different unique floral arrangements- see how this is received. Knowing your customers does not mean thinking they like the same designs as your competitors. Establishing a USP is a lot of tried and true testing before you actually come up with your unique selling point identifier.
What impacts their flower buying decision? What products besides flowers will bring them into your flower shop or eCommerce? There is nothing wrong with selling, plants, succulents, starting a succulent bar, or flower bar these are all captivating USP’s for your floral business.
Be Floral Social:
Post beautiful inspiring flowers on your social media, get a little personal. Show your followers you are not just trying to sell products but are an actual person with possibly kids and pets. Show your personal side. This surprisingly brings people closer to you.
A successful floral business starts with having a unique brand, floral product/s, and services. It’s about making your flower business gleam from A to Z. With a beautiful atmosphere, compelling floral website -quality products, and service.
If you are not sure what your flower shop’s USP is I hope this inspires you to start thinking about ways of implementation. Regardless of how many floral professionals this world has- beauty is the uniqueness of each one individually as artists and creative thinkers.
Florists have a go at your USP -I promise it will be worth it! ♥
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