Seventy-five floral industry members came together on November 6 in Columbus, Ohio, to learn how to make parties more profitable, unearth “hidden” profits and build better sales scripts, while also networking with fellow florists and learning about new products and vendors.
The Society of American Florists’ 1-Day Profit Blast in Columbus event builds on four events held during the last 12 in cities throughout the country. The Bill Doran Company, which underwrote two SAF Profit Blasts (in Des Moines and Austin), also signed on to help bring SAF’s event to Columbus. Hortica Insurance and Employee Benefits provided the day’s lunch.
A major part of the appeal? Targeted, tested info and advice that florists can put to work right away, delivered close to home.
Liz Kemmerer of Bloomtastic Flowers & Events in Columbus said she especially appreciated “Build the Perfect Sales Script,” an educational session led by sales and customer service pro Tim Huckabee of FloralStrategies.
“Tim’s small helpful [insight] about asking for ‘finishing touch’ has made us more aware of add-on sales [potential],” she said. “We are now actively working on adding that ‘finishing touch’ [pitch] for our daily clients.”
Kemmerer also appreciated “Treasure Hunt: Finding Your Hidden Profits,” from Derrick Myers, CPA, CFP, PFCI. She said she’s already implementing some of the goal-setting he recommended which she hopes “will really help create profit for the business.”
Highlights of the event included:
- During “RSVP to Profitable Parties,” Tim Farrell, AAF, AIFD, PFCI showed how hidden costs often go unrealized in florists’ party and wedding pricing structures. The renowned floral designer discussed the philosophy behind his event business and explained his marketing, sales and production tactics. He also showed examples of high-impact designs and tips on how to produce them cost-effectively.
- In a highly interactive session, Huckabee highlighted old-fashioned sales tactics during live test calls to unsuspecting shops. Attendees worked with Tim to rewrite the conversation into a new, more professional — but conversational — sales script.
- Myers brought his easy-to-digest presentation style to a topic that most retailers love to hate: cutting costs. He walked attendees through six cost centers of a flower shop: cost of goods sold, labor, delivery, occupancy, marketing and wire service business.
- At the day’s Supplier Showcase and Vendor Spotlight, attendees also had time to check out new products and services from local national companies, while networking with other industry members.
“Profit Blast was a blast of knowledge and information,” said Greg Orofino of Florafino’s Flower Market Zanesville, Ohio, who brought along two team members to help soak up the information.
Dana Burd of Floral Originals in Lancaster, Ohio, was also happy she had four team members with her — bringing them along exposed them to new ideas and provided confirmation of best practices she’s already been promoting.
“I was pleased that my staff heard many of my concepts affirmed by the participants of the seminar,” she said.
Molly Drayer of Molly’s Flowers & More in Sunbury, Ohio, said she appreciated the opportunity to “network with other florists in neighboring counties and states.”
“We ‘talked shop’ and learned new ways to take orders and suggest pricing,” Drayer said.
For industry veteran Connie Butler of Botamer Florist & More in Elyria, Ohio, the event was a much-needed refresh.
“The presentations were entertaining, fresh and informative,” she said. “My enthusiasm for my business is back and I can’t wait to get started on growing and growing!”