Patience Pickner, AAF, AIFD, PFCI, owner and creative director of The Picket Fence in Chamberlain, South Dakota shared the latest techniques in sympathy work during SAF’s 1-Day Profit Blast in Boston.
More than 115 florists from 22 states gathered in Boston on Sunday for the Society of American Florists’ 1-Day Profit Blast, where they learned best practices for managing their online reputation, the latest in sympathy design techniques, and strategies for providing top-notch customer service.
“It is so informative,” says Lidia Nunes, the owner of Boston Luxe Floral Design. The event was the first time she’d attended an SAF event — and it won’t be the last. “I’ve been able to get so many tips I haven’t heard before. It’s always a good refresher and great info on new techniques and technology that’s coming. It’s been great.”
The event, sponsored by Flower Shop Network and Jacobson Floral, featured three education sessions and also gave attendees time to network with vendors. Two more 1-Day Profit Blasts are scheduled for Oct. 8 in Portland, Oregon and Nov. 5 in Chicago.
The education was the main draw for Tracy Parke of House of Flora in Hartford, Connecticut, who in June attended SAF’s Next Gen LIVE! conference in Miami and has been hungry for more education ever since.
“This is a time where I can be in person and meet more florists, bounce things off other people, and see different presenters,” she said, adding that Profit Blast was convenient because it was just one day away from her shop.
SAF’s 1-Day Profit Blast in Boston drew more than 115 florists from 22 states.
The education sessions were tailored to address topics that will help florists stay on top of trends, technology and consumer demands, such as how consumers find value in white-glove customer service. That was what Sam Bowles of Allen’s Flowers and Plants in San Diego shared during his education session, “Extraordinary Service in Your Shop Every Day.”
“If you think the experience the customer has doesn’t matter, you’re wrong,” he said. “Great flowers and great design can be soured by bad experience.”
Bowles also offered a cost-free way to appeal to more customers and help increase average order value: Add a few luxury arrangements to the shop’s website.
Jackie Levine, of Central Square Florist in Cambridge, Massachusetts, immediately put that advice into action. She found photos of designer choice arrangements that shop had made for past orders, ranging from $275 to $500, and added them to the site.
“Everyone should add a $500 arrangement to their site this summer if you don’t already have one,” Levine said.
Sam Bowles of Allen’s Flowers and Plants in San Diego shared best practices for elevating customers’ experiences.
Patience Pickner, AAF, AIFD, PFCI, owner and creative director of The Picket Fence in Chamberlain, South Dakota shared the latest techniques in sympathy work during her session, “Celebrating Life Through Design.”
Kate Viera of Lucille’s Floral Designs in Uxbridge, Massachusetts, said that session introduced her to a lot of new mechanics to try in her sympathy designs.
“It was great to hear Patience share her experience in this sublet of our industry,” Viera said. “It’s also been a wonderful opportunity to talk about our industry with other floral professionals. It’s been great to be here.”
Greg Peck, strategic sales specialist at the Flower Shop Network, shared his advice for florists to turn browsers into buyers and manage their online reputation — including how to respond to negative reviews.
“Don’t argue with the reviewer, even if you think it’s a fake review,” he said. “Simply encourage them to take it offline. Your response isn’t as much for the reviewer as it is for everyone else – your future customers. People pay attention to that.”
Amanda Jedlinsky is the managing editor of SAF NOW.