And it’s vital that, as florists, you regularly reassess not just the impression you are currently making but ways in which it could be improved to give yourselves the best possible opportunity of winning more business and more customers. 

This can only be done by being a shopper, putting yourself in the shopper’s shoes, being as observant about your business as you would be about all the shops you visit as well as the ones you’ve dismissed for whatever reason. 

In simple terms any potential shopper experiences you in 4 different ways and at each stage gives you the opportunity to make an impression and, importantly, make a different one: 

The First Impression – From Afar 

• Would you slow down as you drove by
• Would you comment verbally on it from the other side of the street
• Would you actually cross the road to see more
• Would you point at it if you were with a friend
• Would you know instantly what the business was        

Checklist 1

The Second Impression – Walk on By 

• Would you notice it from the street and make a conscious effort to visit
• Would you just have to stop, enjoy the window and not be able to resist peering in
• Does it instantly say florist or flower seller
• If you ever wanted flowers would this be the only place you’d go
• Does it look daunting or inviting, does it look ‘for you’ or ‘not for you’        

Checklist 2

The Third Impression – On the Threshold 

• Are you desperate to go in and, more importantly, would you
• Would you feel comfortable browsing or would you feel obliged to buy
• Can you see something you like or something you’d love
• Would you feel embarrassed or comfortable, threatened or relaxed
• What’s the first word that springs to mind – cold, wet, fragrant or wow   

Checklist 3

The Fourth Impression – Wow or What? 

• Is it a feast for the senses or a blank canvas
• Do your eyes go off on a magical mystery tour or blind man’s buff
• Do you come across as a Master of your Art or as a mere flower seller
• How easy is it to buy or is it just endless questions for the staff
• Do the staff ooze helpfulness and expertise or just want your money
• Do you feel spoilt for choice or frightened to ask
• Do you want to stay longer but feel that you can’t 

Checklist 4