Profit Blast attendees will learn from industry experts about sympathy work, managing their online reputation and strategies for providing top-notch customer service.
While some florists may feel pressure to provide the perfect arrangement to honor the deceased, Patience Pickner, AAF, AIFD, PFCI, owner and creative director of The Picket Fence in Chamberlain, South Dakota, has a process that helps her communicate effectively with families to create unique designs that are on trend and a reflection of the deceased.
Patience Pickner, AAF, AIFD, PFCI
“I think that creating floral designs for someone’s funeral is an honor, and I look at it that way,” she says. “This is likely the last flowers this person will receive so we make sure that every design is beautiful, no matter the budget.”
Pickner will discuss the latest in sympathy design styles and products, how to be creative with sympathy designs, and alternative foundations for sympathy work during her “Celebrating Life Through Design” presentation at the Society of American Florists’ 1-Day Profit Blast in Boston on July 23. During the event, attendees will learn from industry experts in three education sessions, as well as participate in a networking segment and peruse a supplier showcase.
The event, sponsored by Flower Shop Network and Jacobson Floral, will also include presentations on how florists can manage their online reputation and strategies for providing top-notch customer service.
Honoring the Dead, Respecting the Living
Pickner says one of the most important things floral professionals providing sympathy work can do is find out more about the loved one being honored and encourage people to share their memories.
“Most people who are grieving want to talk about their loved ones,” Pickner says. “I’ll say things like, ‘Tell me a little about your mother. What were her hobbies? What did she like to do? Did she have any favorite colors or flowers?’”
This helps Pickner connect with her customers and it gives her ideas on how to create the arrangement. She’ll then describe what she has in mind to the customer, saying things like, “It sounds like your mom was a wonderful lady who really loved gardening and adored her family. A beautiful casket spray in bright summer colors showcasing lovely garden flowers, with two matching heart easels—one from her children and one from her grandchildren—would be a lovely display.”
Another way to ensure that she’s able to provide high-quality customer service is by exploring non-traditional sympathy arrangements — something that is becoming more popular, she says.
Connect with Peers
Patricia Houck of Houck’s House of Blooms in Sugarland, Texas, attended the 1-Day Profit Blast in San Marcos, Texas in January and says it was a great opportunity to learn new ideas about the industry and then share that knowledge with her team when she got home.
“SAF’s 1-Day Profit Blast gave me an opportunity to visit with other shop owners and compare, discuss, and share ideas of daily operations,” she says. “I have been able to share with the staff how the floral industry is constantly changing in so many ways.”
The 1-Day Profit Blast in Boston is one of three such events on tap this year. SAF is bringing its 1-Day Profit Blasts to Portland, Oregon on Oct. 8, and Chicago on Nov. 5. For more information or to register for one of those events, click here.
Kenya McCullum is a contributing writer for the Society of American Florists.