Set up a CRM for your flower shop: stages, fields and the follow-ups that bring clients back

A florist's day runs on orders: who it's for, where it goes, which slot, what the card says. A florist's next month runs on customers: whose anniversary is coming, who orders every Valentine's Day, who sends flowers to their mother every year.

Palby CRM keeps fields on the customer, not on each order. So the customer list sets up there, with each customer's dates and their order history. Each delivery's own details, like the recipient and the card message, go in an order sheet. Here are both.

Palby CRM counts Paid and Completed as won. A regular moves back to Quote sent when the next order starts.

Each order goes on the customer as a deal. Name it with the date and what it is, like "14 Feb, 12 red roses", set Expected close to the delivery date, and add the items from your products list. A year of deals on one card shows you what they order and when.

One row per delivery. Copy these columns into Google Sheets or Excel:

Order no. | Order date | Customer | Customer phone | Recipient | Recipient phone | Delivery address | Postal code | Delivery date | Time slot | Items | Card message | Total (S$) | Paid | Delivered

Each day, sort the sheet by Delivery date and then Time slot.

1. Ask before you remind. A message offering flowers before someone's anniversary is a marketing message under the PDPA, and to a Singapore number it needs their clear yes in writing, or a Do Not Call Registry check. Ask when you take the date: "Shall we message you a week before next year?" Tick Occasion reminders if they agree.
2. Message a week ahead. The Partner's birthday and Anniversary emails arrive seven days before, every year from the first date on. Message the customers whose box is ticked, and offer their usual.
3. Reply to enquiries within the day. A florist enquiry is usually for this week, and Enquiry goes stale after one quiet day.
4. Clear the recipient details after delivery. The recipient didn't give you their details, the customer did, for one delivery. Once it's done and paid, you rarely need them again.
5. Plan the peaks. For Valentine's Day, Mother's Day and the festive season, look back at last year's deals and message last year's buyers early.

1. Pick Home services, cleaning and repairs when you set up your business. Its stages are Enquiry, Quote sent, Job booked, Job done, Paid and Lost.
2. Delete Job booked, rename Job done to Completed, and move Paid before Completed.
3. Add the nine fields, with Partner's birthday and Anniversary set to Remind me: Every year. A field named Birthday can't take a reminder, because it has the birthday email instead.
4. In Enquiry and Quote sent, set Needed to enter and Stale after.
5. Add your arrangements under Manage products, in any stage column's menu.

Today's email listed "Kelvin Tan, Anniversary (7 years)". His box is ticked, so today's message offers his usual, a week before the day.