As we count down to 2017, Society of American Florists editors combed through the Sales Wake Up archive to find top stories from the past year — and ideas on how you can put them into action for your business in the New Year:
Make APW a Big Deal. While many florists report decreased Administrative Professionals Week sales, other florists aren’t giving up the fight. Put it on your calendar: Remind bosses to thank the hardworking employees who keep them organized and efficient throughout the year. Contact corporate clients in March with a special offer on multiple Administrative Professionals Week orders. Is there an office park or high-rise nearby? Take a walk — grab a handful of fliers or discount cards and drop some off in every office. Click here for APW materials and advice to build corporate sales.
Get Brides to Say Yes Faster. Not happy with the percentage of brides saying ‘I Do’? Columbus, Ohio, retailer Heather Waits, of Bloomtastic Florist, said it’s simpler than most realize. Waits closes 90 percent of brides to whom she gives proposals. Waits’ secret? She asks for the business before brides leave the consultation. Put it on your calendar. Schedule a staff meeting to retrain your staff (and yourself) to end consultations with an ask, not a promise to follow up. To Waits, that vague follow-up language is as good as kissing the business goodbye. “So many people miss the opportunity to hire the bride on the spot,” said Waits.
Say Good-Bye to Unsold Goods. Remember the old expression about one man’s trash being another man’s treasure. Toomie Farris, AAF, AIFD, of McNamara Florist believes it. More important, he benefits from it. Put it on your calendar. Every spring — just before the end of his fiscal year — Farris runs a mega garage sale at the 58,000-square-foot warehouse and design center of McNamara Florist in Fishers, Indiana. Up for grabs: giftware, home décor items, silk flowers, holiday merchandise, fixtures and furniture, among other treasures. The shop has been running the sale for at least 10 years, Farris said, and it’s become a popular event in Fishers and beyond, drawing people from neighboring communities thanks to posts on social media. “It gets pretty crazy,” Farris admitted.
