Waverley Florist: Raising Price Points and Customer Expectations with Sales Training

When Mike Gaouette bought Waverley Florist, the shop was already fully staffed—but the sales process needed a serious overhaul. Clerks were trained to ask customers, “How much do you want to spend?” which often led to low-value orders that didn’t reflect the sentiment or occasion.

Looking for a way to differentiate from the competition, Mike discovered Team Floral and participated in the sales training. The training helped shift the team’s mindset, teaching them that most customers order flowers only once or twice a year, and they’re usually marking something meaningful. With the right approach, clerks began confidently guiding customers to higher-value designs.

The results spoke for themselves. Profitability increased, average order values went up, and the arrangements going out into the community were bigger, more beautiful, and better received.

One of the previous owner’s family members even warned Mike that the higher price points wouldn’t work in the local market—but ten years later, sales have grown every single year.

“It doesn’t take any more time to make a $100 arrangement than a $40 one. And it really helped our bottom line.”

Mike credits Team Floral with transforming how the shop sells, calls the cost of his Customer Finder, Customer Keeper, and Website Management programs minimal compared to the gains in revenue and reputation.