Another way to look at it is a problem-solving technique. The customer has a problem - he needed flowers delivered that day - and it's up to the shop to decide if they want to help that customer fix their problem, or tell them "sorry" and give them the number of their competitor. What if the customer was willing to pay an extra $20 to take the order and make the delivery? What if it was an extra $50...or $100? Unfortunately, that shop will never know because they didn't even offer an alternative, just a flat-out "no."