Jelly Beans & Trust: 7 Subtle Ways to Win Customers for Life

Episode 324: What do jelly beans, golf course comfort stations, and customer service have in common? More than you might think.

In this episode, Vonda and Lori dive into the subtle habits that build trust with customers - whether you’re working in a flower shop, retail store, or any customer-facing business. Inspired by recent research and real experiences from the floral industry, they explore the small but powerful ways people decide whether they trust you… often within just seconds.

From being fully present with customers to leading with warmth, matching energy, and showing genuine curiosity, these simple behaviors can transform everyday interactions into meaningful connections that keep customers coming back.

You’ll hear practical insights, relatable stories from trade shows and presentations, and a few laughs along the way (including a surprising amount of discussion about jelly beans).

Sponsored by:
Flower Clique
Flower Clique Prep School
Real Life Retail Florist

Transcript

SPEAKER_02 0:03

Truly the authentically curious and to ask questions. Like, wow, what made you decide you wanted to actually buy a goat?

SPEAKER_01 0:18

Welcome to the Business and Pleasure of Flowers. We're your hosts, Vonda LaFever.

SPEAKER_00 0:22

And Lori Wilson. And we believe that business and fun are a perfect combination. Kind of like us, Vonda.

SPEAKER_01 0:32

So, Lori, what are you chewing on this morning?

SPEAKER_02 0:37

Well, the same thing you were chewing on.

SPEAKER_01 0:40

Uh-huh. It's jelly beans.

SPEAKER_02 0:46

I thought about since putting them in a fancy bowl would make up more refined.

SPEAKER_01 0:54

I see. Refined jelly beans. You know we love our jelly beans. You know what? I only eat jelly beans one time a year. And interesting enough, it's not the ones that I buy. Like I sometimes buy some to go into the eggs for the kids. And I'll just, those are not it.

unknown 1:12

Yeah.

SPEAKER_01 1:13

When I go to Cabo and we go to this golf course, and they have these comfort stations. They have jelly beans at the comfort stations. And so then they give you these little containers of them, and you can take a couple of them. So that's where I get my jelly beans and I eat them on the golf course and then I bring some home with me.

SPEAKER_02 1:32

First of all, I want to back up. The only reason I like that golf course is because of those comfort stations. Exactly. Yep. Those are my favorite. Because the time you made me go out there, I didn't want to go and Ellie was like, no, you'll love it because of the conversations. These are snacks at every conversation. What makes the comfort stations so great?

SPEAKER_01 1:51

Oh. I mean, the jelly beans. Well, they're jelly bellies first. Oh. So they're the jelly bellies. They're the good ones. You know, Ronald Reagan's jelly bellies kind of things. And that's why. And something about well, maybe it has something to do with the drink too, and the combination of the two. Yeah. You know, sometimes that was but it's just one of those traditions that I started long time ago and then here it goes. Yeah. Continue my jelly belly. Jelly beans.

SPEAKER_02 2:19

Absolutely. My favorite jelly beans right now are the Trader Joe's jelly beans. They remind me a little bit of jelly bellies. Okay. And they are a little pricey. Mm-hmm.

SPEAKER_03 2:33

Than a regular bath like Walmart. But totally worth it. Here's my issue. Okay.

SPEAKER_02 2:41

So you know, my husband does not have a sweet tooth. He did not inherit that like I did. Same thing. However.

SPEAKER_01 2:51

However. Uh-oh, he eats your jelly beans, you're gonna tell me. Yes.

SPEAKER_02 2:54

He keeps eating them. Oh which is causing a little marital strife. Because I put them in this fancy jar, like I said, that was my mess. And it comes with a cute little lid, you know, all of this. And I want to put it on my island, but I have to hide it in my office. Because he will say, I don't know why you buy these things, as he puts his hand in here and eats them. So anyway. I guess if that's the only thing wrong, we're in good shape.

SPEAKER_01 3:33

Yeah. You could probably get, I know, I have an idea. Get the Walmart ones, put them in that.

SPEAKER_02 3:39

Yeah, that's a great idea. And then keep yours there. Yes, I'll get the good value, 99 cents a bag. All b the black licorice ones. Here, these are all for you. I'm taking these. Anyway, all right, I gotta stop eating them. Because at some point I need to have breakfast. Sometimes, you know, that's what's breakfast. Bad idea. Okay. You know how a couple weeks ago I was at Glyffey. Yes. Bright Lakes. We've already talked about that. Loved it, had such a good time, still talking to some people that I met. And I did my customer service, talked about service and synergy dream team, blah, blah, blah.

SPEAKER_01 4:24

Great presentation I've heard, and I'm sure it was. And that's yeah.

SPEAKER_02 4:29

Mm-hmm. Did my best. Did did my best to represent the click. But in that presentation, and pretty much in every time we're talking about customer service, we talk about the importance of building trust, right? With your customer. Absolutely. We talked about that with our members, the importance of building trust. Nobody ever just joins Flower Click until we have that connection point where they're like, okay, I trust these people, right? Exactly. You got to build trust. So I found an article because I was doing some research actually on some other things a few months ago and I started going, you know, how do you do that? Yes, you listen, you do this, you do that. But this was a little bit deeper dive. So these are just subtle ways that as a customer service associate or person that works in a flower shop or any kind of retail space if you're listening to the podcast and maybe you work at Taco Bell. I don't know. Welcome if you are. We're glad you're here. We are glad you're here. Any kind of customer service, this is how you build trust. And I want to see if you think, yeah, makes sense, or I don't need that. So I kind of want you to be the customer, maybe.

SPEAKER_01 5:52

So once again, listeners, Lori's springing this on me. Yeah, because usually like does not send it in advance because she's like, I want to see what Vondo has to say. So we are right.

SPEAKER_02 6:05

These are supposed to be subtle things that you can do to make, I hate to say to make the customer trust you, but that allows the customer to start trusting you.

SPEAKER_01 6:15

So that connection and trust, right?

SPEAKER_02 6:17

Right, right. Because remember, you got what seven seconds.

SPEAKER_01 6:21

Yeah.

SPEAKER_02 6:22

That's right. Seven seconds for that first impression. So, number one, be present, not prepared. So think about it either on the phone or face to face. Let's say you walk in the store and I'm like, hey, how are you doing today? Is there anything I can help you with? So I'm pretty present or nice day out, you know, instead of going, hello, welcome to Lori's Flower Shop. My name is Lori Wilson, blah, blah, blah, blah, blah. Would you like to hear our specials for the day? Like, right. That's a little performative. For sure. Right. Mm-hmm. They says be real careful not to sound rehearsed. And I think that one is hard because we talk a lot in our sales prep school about practicing and rehearsing and knowing what you're gonna say to the customer. But then on the other side of that, I tell people, you better make sure it's in your own language. Right.

SPEAKER_01 7:30

I think they go hand in hand, right? It's for a while you're performing, right? Because we have to practice, but then after a while it becomes second nature. And then it is natural.

unknown 7:46

Yeah.

SPEAKER_01 7:46

Hi, Lori. Yeah. And I don't think it's being, I don't think it's being rehearsed. It's being present. Being present to me means you're looking at me. Look at me when you say eye contact. Yeah. Yeah. Make that eye contact because that makes me feel you're present. You're not looking in the back room at your designers and yelling at me, hey, I'm glad you're in the house door. You know what I mean? You're connecting visually with that as well as what you're saying.

SPEAKER_02 8:16

Yeah. So I agree. My presentation or my class in Michigan, it was funny. You know, my biggest struggle anytime I teach a class is how am I going to start?

unknown 8:29

Yeah.

SPEAKER_02 8:29

And you know that. And I was going over like, how do I start this? What am I going to do? And the hardest part for me is to be completely prepared because sometimes I'm just a little too present that I'm not enough prepared. So I did, I came up with my starting, right? I came up with the kind of fun day in the life poem. And I had practiced it with Audrey, who was there. I kind of ran up by her and she loved it. And then I had a couple of other people that I would ran up by. What do you think? And then I had the whole scenario play it out in my head, prepared, how I was going to just walk up, kind of this dramatic reading. Well, it didn't go that way. It did not go that way because it just didn't. I was present. My friend Holly, who introduced me, she said some really cool stuff. We sort of dialogue. It just, it just didn't. Yeah. And that's okay. Yeah. Because had I done it the way it was prepared, it would have been weird and awkward. And I know me. And I'm like, that's not gonna fly. I would have been weird and awkward the whole time.

SPEAKER_01 9:46

And the way it worked out, you won the trust of everybody setting. You did. Right.

SPEAKER_02 9:51

I still did this the thing. Yeah. Just said it. But it just wasn't, it wasn't the dramatic, you know, it was just different. And that's okay because I was present and I read the room a little better. And I was like, okay, okay, pretend with me, whatever. So I was listening actively to the room because that's what this says. I was asking questions and I was hearing what they were needing and I reacted. So it's okay. Love that. It's okay to stretch the plans. Yeah. Number two, we all know this too. But we can mix these up. When you're having this conversation, lead your conversation with warmth, not just confidence. Ooh. Yeah. I've been on the receiving end of this. Because again, you know, when I call to order flowers, I don't necessarily know names of flowers, and that's fine. I shouldn't because I'm the customer. But I get a super confident person on that. Let's say it's a designer that is doing all the things, you know, it's a smaller shop, and they're talking to me. They're not super warm, but they're very, very confident. It can tend to make me feel like they're being condescending. Oh, okay. Interesting. And so we have to be careful in those conversations to lead with warmth first and confidence.

SPEAKER_01 11:38

So the warmth in that situation, Lori, might be Oh, Lori, I hear that you're wanting to send something, some flowers to your aunt for the birthday. I think that's a great idea. Let me tell you what I think would be a good idea. And then go in with the confidence first, accept that and give the warmth back.

SPEAKER_02 11:56

Yeah, well, that, or if I kind of have a little bit of an idea, uh-huh. And maybe the idea, let's just say you're the person on the other end, and in your mind going, that's never gonna work because you know that. Go, oh wow, that is a great idea. I see how, you know, and go, I'm not sure those together would work and educate me to why, but here's what we could do to still do that to make it so look beautiful. Because I love the concept of that.

SPEAKER_01 12:31

I think warmth and confidence can go together. I think you have to be careful with confidence and cockiness. Oh, because I think a lot of times people who are overconfident become cocky, and that's when I think the problems are because people can be warm and calm. Yeah, I think.

SPEAKER_02 12:49

Yeah, I think that yeah, I think the cockiness, arrogance, whatever, also when you're having a bad day, the short, the shortness of people can come across as oh they don't like it. So here's what it says here people don't connect to competence, they connect to comfort. Yeah. In our industry, 100%. 100%. And it goes on to say a study from Harvard found that when people form first impressions, they look for two traits warmth and competence. Competence, warmth and competence. A warmth, kindness, openness, empathy comes first. So it's not about over-smiling or pretending to be friendly, it's about being approachable. So confidence earns your respect, but the warmth is what earns the trust. So interesting, I thought. Okay, number three. Again, we talk about this in sales prep school also. I'm telling you, I was getting affirmed when I was finding these, thinking, oh gosh, we address this already in our sales prep school. Dress like you respect the moment. Mm-hmm. Think about that. So clothes don't define you. I'm not saying that, like they're not define you, but it says they do communicate something about you before you ever speak.

SPEAKER_01 14:25

That is absolutely the truth because they told me years and years and years ago that when you step on a stage or you step in front of an audience, 50% of that connection is what you're wearing. And you're like 50%.

SPEAKER_02 14:42

Yes, I would 100% agree. That is why I'm always stressed about what you know me. Also, even the us as the presenter, we always feel better. 100% wearing a shirt on or a nicer, it's always how you present yourself also tell that other person how seriously you're taking this opportunity. So I think that's important. You know, in our prep school, I go talk about if you're a new employee, of course, abide by the dress code. But if if there's not really a big dress code, take a look around. Look, read the room. Read the room. What is everybody else wearing? Do that. Like do that. Um be like everybody else, right? It says dress to match your message. Yeah. So anyway, I thought that was good. Number four, I think this is good.

SPEAKER_01 15:38

Let me go back a minute. I let me go back to dress. What was that again? Dress to match your message. Your message. Okay, so when you're on stage, you're dressing to match your message of customer service. And sometimes when we're together, we are. But now this week, I will be going to present, and my message is on profit and design. So am I supposed to dress as a designer who knows a lot? That's that's a good one.

SPEAKER_02 16:15

I would say I would look at it different. You're dressing to math to message, your message, you're representing FlowerClick. Okay.

SPEAKER_01 16:26

That's my message.

SPEAKER_02 16:28

So that is your message. You're teaching a concept, but you're representing a company that you own. What do you want that message to be? If you want to show up in the Flower Click sweatshirt and sweatpants, I mean, that is a choice. Well, that's not gonna happen. But I'm saying if you're in the design room, yes, but if you're on stage, but you're not gonna think about that designers, even who are on stage, dress what you want to represent.

SPEAKER_01 17:00

So that's gonna be a different, maybe a little bit more casual. Because I know you and I both have seen people who are on stage, designers, and this has been me, I suppose, more so, that are wearing a suit and tie, you know. And I'm like, yeah, but that doesn't match my message in my view, right? Yeah, a hundred percent.

SPEAKER_02 17:21

So yeah. But then I'm thinking, maybe it makes them feel better.

SPEAKER_01 17:26

Yeah, no, truly, I agree, but it's that phrase is very interesting to me.

SPEAKER_02 17:33

No, it is, it is, and so the person that's up there on stage in a suit from the audience, what is our first impression of them? Do we lean in more or do we go, wow, he's that guy's a professional? Or she, if she's in a suit, like I don't know.

SPEAKER_01 17:51

Everybody's a little different, right? Everybody is different, so it's hard to dress for that look because as a designer, if I see a male wearing a suit and tie and they're gonna be teaching me design, I'm like, do they really wear that in the flower shop? Yeah, in the design room. I mean, those are the kind of things that I'm like, right, okay, right representing a designer, and that's not what a designer looks like. Anyway, I'm just overthinking that. Sorry, Lori. Overthinking.

SPEAKER_02 18:22

Yeah. Okay, move on. I don't know. Number four. Cause you're gonna kick me out in a little bit of time and I'm gonna go, it was your fault because you landed on the dress thing. The dress code. Dress code. Number four. I love this one. And I think I I'm gonna say I naturally do this. Okay, because I'm inquisitive, but I think some people don't, and I'm not saying it's you, but some people don't. Listen to the other person like you are learning something new.

SPEAKER_01 18:51

Yeah, that's great.

SPEAKER_02 18:54

You know, like all the time. Yeah, like, oh my gosh, really tell me more. Like that is the story of my life, and then I get sucked into a conversation and you're pulling me away. It's like, wait, they were telling me about their dog. So true. So true. Right? But that's how you get trust because I think just a naturally curious person about somebody else's story.

SPEAKER_03 19:17

Uh-huh.

SPEAKER_01 19:17

I'm you are so good at that. I am not as good at that, and I know that. I truly know that. You shine in other ways. Thank you very much. That is not mine. You are good at it when you want to be. When I have time to do it. Right. I think my biggest problem is that a lot of times I'm there and somebody's wanting to tell me their story, Lori. And I'm like, just oh, oh man. Yeah. Oh. Lori, I have to be here in five minutes. Yeah. And I have to go here and her. Yeah.

SPEAKER_02 19:52

Yeah. My problem becomes I truly want to hear their stories. And then there are other people that witness my interaction with these people that go, Oh, she'll hear mine too. And then those people are like, Oh, that she heard it, theirs, theirs, and theirs. She'll hear. So it's like a a line of stories. And then I forget whose stories are whose. And they all live in my head. And then it's not good for anybody. And then I can't remember. Trying to pull you away. Yeah. And then you're like, get over here and help me tear down this booth. Like, I'm listening about this person's aunt's farm who had a baby goat.

SPEAKER_01 20:37

And it was because of the baby goat you were listening. So I get that.

SPEAKER_02 20:40

Exactly. That's what sucked me in was the baby goat. So it says when you genuinely listen with curiosity without rushing to respond, that's the big key. People feel it, they feel valued, they feel seen, all of those things. So again, we brought that. Totally get that.

SPEAKER_01 20:59

I I'm it's a I'm short on that one.

SPEAKER_02 21:02

Yeah, well, listening, they say, is truly a superpower. And we know that. And we all can listen better. Absolutely. No, every one of us. So anyway, number five match energy, not the personality. I thought this was interesting. If they're calm and composed, this is harder. You gotta tone yourself down. Yeah. Mm-hmm. The that last one was hard for you.

SPEAKER_01 21:38

This one's hard for me. This one I will never forget. Sharon Magukin talked about this many times on stage, and she would say, Your mom always told you never to copy anybody. This one you're supposed to do. Yeah, yeah. You copy that energy. When they're fast talking fast than that, you can do that because they're relating to you. More slow down. Yeah. We slow down. Slow down and not get high.

SPEAKER_02 22:04

Yeah. People feel comfortable with people that understand their rhythm.

unknown 22:09

Yeah.

SPEAKER_02 22:11

That's true. And I yeah, a hundred percent. I ran into a glyphie, Amy Balster. Oh, yeah. Who I love, the floral coach. And she and I get in that exact rhythm when we're together. Because we both are pretty high energy anyway. But when we depart from one another, I just have such a good feeling because I got so hyper for 15 minutes, you know, and we're like, oh, it's Elfie, and not just get blah blah blah. I'm sure everybody around us was like, oh my gosh, you girl. Anyway, and then we go from real high, and then I can't remember what we were talking about. We go real low and we lean in. And when I was reading this, I was like, oh my gosh, this Amy and I, for just a little moment, and I hadn't seen her in a year, but it just boom, we just swarmed. And I just got tickled because I thought of her. It's so true. Yeah, I love that. You just have those people in your life. Number six, be authentically curious. It's different than the other one. Well, the other one was listen like you're learning something new. The other one's about listening. All right. This one is to truly be authentically curious and to ask questions. Yeah. Like, wow, what made you decide you wanted to actually buy a goat? That's so fascinating to me. For you know, whatever, whatever it is. What made you choose the floral industry? I mean, I think you and I are both pretty authentically curious, or we would not be doing a podcast. Yeah.

SPEAKER_01 23:51

Oh, isn't that the truth?

SPEAKER_02 23:52

Because we love to interview people, we love to learn new things, we love to find out more about each other, you know, all of those things. If you're not a naturally curious person, you're probably not gonna get on air once a week and speak your truth.

SPEAKER_01 24:11

And I think even when we present, we are curious about our audience and you know, work your room before we go there because man, you learn so much. I'm so curious about why people are sitting there listening to what we have to say. And we're on this presenting, we are interacting with them because we are curious and we know that others learn from what they have to as well. So anyway, yeah, I just think that is so true. 100%. Yeah.

SPEAKER_02 24:38

Well, you know, working the trade show part of any of these conventions is is both good and bad, right? I mean, it's it's a long day, but that's where this authentic curiosity for me comes in because one of the best parts is when somebody comes up to our booth and they're asking what's flower click. And again, the hardest question in the world for me to answer because I don't know where to start. But I love to ask them about their business and like what's your pain point? Like, what what are you struggling with right now? Or how'd you get in this business? And then just let them go because I'm truly, truly curious. Yeah.

SPEAKER_01 25:24

No, I totally agree. I mean, that's when you're so curious, especially at sounds like that. You know, one, why did you select to go to business? But then the other is why are you here? What did you come straight to learn?

SPEAKER_02 25:36

Yeah, yeah. Yeah, exactly. So I think there's just a lot of value to be able to do that. And then the last one is don't try to be memorable, but be meaningful. Most of us try too hard to impress when our goals should just be to connect. Being memorable isn't about standing out, it's about standing true to who you are. And this is where going back to our customer service, you know, your values, your culture, the vision of your business, like all of those things, staying true to the business. Yeah, those are all meaningful. Like they need a meaningful experience when they've left your store or hung up the phone or whatever.

SPEAKER_01 26:28

That is so true. I really like that because that's what you're right, gets customers to come back. It's not that you've said something that they're like, oh, oh, I'm gonna remember that. No, they're gonna remember the kindness, they're gonna remember the interaction, they're gonna remember how you treated them.

unknown 26:45

Yeah.

SPEAKER_02 26:46

And that's I think it was one of our slides we did at Texas State. It was like, they're not gonna remember the actual design, but they're gonna remember how you made them feel. Yeah. Whether that were positive or bad. Yeah. You know, those are really good, Lori. Yeah, yeah. And they are like, you know what, not everyone needs to be over the top, charming and extravagant and silly and like all of the things. But these things, I think everybody can learn these.

SPEAKER_01 27:18

Definitely just read them off all of them together. So just they are clickers.

SPEAKER_02 27:24

Yeah. So to be present, you don't always have to be prepared, but be present with that customer, okay, or that person. To lead with warmth, not just confidence. It didn't say not confidence. Lead with warmth, not just confidence. Okay. Dress like you respect the moment. I think that that's a good one. Listen like you want to learn something new, which we should always want to learn. Match the energy, not the personality. Be authentically curious, and leave a trace of gratitude. That's the last one. Most people and end interactions abruptly, you can stand out by closing with grace. Think about Chick-fil-A. Have a blessed day. I love it every time. It just makes my day. I know it's silly and it's wrote in their memory, but every single time. Yes, yeah. Have a blessed day. They didn't have to.

SPEAKER_01 28:32

I love those, Lori. Thank you. A lot to think about.

SPEAKER_02 28:36

Maybe we will go forth and use these too.

SPEAKER_01 28:40

I think we all use them. I think what it does is it brings an awareness to what you're doing. Yeah. Why?

SPEAKER_02 28:47

Yeah, I would agree. They're just good reminders. Like, are we doing this? We're doing this as a business, right? We're doing this as a whole shop, right? We're all doing these. Yeah, we are. Good job. Yeah, yes.

SPEAKER_01 28:58

Wouldn't be bad to bring those up at a staff meeting for what I was like.

SPEAKER_02 29:02

Yeah.

SPEAKER_01 29:02

Yeah.

SPEAKER_02 29:02

Put them on a slide.

SPEAKER_01 29:04

Put them on a chalkboard. There you go. All right, let's go finish some jelly beans.

SPEAKER_02 29:10

Jelly beans. Thank you so much for listening to our podcast. We hope you enjoyed spending time with us because we enjoy spending time with you. If you did, make sure you hit that subscribe button or add the Business and Pleasure of Flowers to your Google morning routine or your flash briefing on Alexa.

SPEAKER_01 29:32

We look forward to seeing you next week. So please come back and join us and discover how a bit of knowledge and one small change in your mindset can take you to new levels in your life and business.