A subscriber, Jay, wrote to me to tell me that he wants to start a flower shop and asked me how he could stand out.
Now, the flower industry is brutal, ridiculously brutal. Margins are being squeezed by supermarkets and online stores. There are fewer flower growers, making it harder to find locally grown products.
It’s one of the most competitive online businesses, so good luck with getting people to search and find your website.
When the economy is down, luxury items like flowers are the first thing people stop spending money on. The big refill partners like funeral parlors and banquet halls already have long standing relationships with florists.
Man, who wants to be in the flower business? Jay did, so I was going to help him.
The secret was for Jay to realize that he wasn’t selling flowers. He was selling something much more powerful.
Jay was really selling calm.
What I learned from Jay was that he loves flowers because they make you feel calm.
If he’s stressed or worried, he looks at the flowers and becomes calm.
That’s his core.
For Jay to avoid massive failure and beat the odds, he needs to embrace calm.
And it’s so much more than just having great flowers. His store should be a haven for people who want to feel calm. He should sell flowers that make people calm.
He should have signage outside that make people feel calm.
He should play music, hire staff, greet people, fill the air with scent, and have a store layout that makes people calm.
He should get involved with charities that help people deal with stress and overcoming trauma.
Talking with Jay or anyone on his team should make you feel calm.
For him to be successful, he needs others to experience the calm feeling that he loves getting from his flowers. And it’s easy to do. It doesn’t have to be fake.
It’s not just a marketing strategy because that’s who Jay is.
He just needs to embrace it and share it.
Then, his flower shop will become a destination for people who want to be calm. He’ll attract people he’ll naturally get along with, who will buy more flowers, spend more money, refer more customers, and won’t compare him to the dozen roses you can buy online for $19.99.
That’s core selling, and it applies to much more than just selling.
It’s a philosophy for how you run your entire business and your life. Almost nobody does it, and it’s your chance to dominate your industry.