What you say when you hand someone flowers can make Petal It Forward even more meaningful.

In this episode of the SAF Exchange series, J Schwanke, AAF, AIFD, PFCI, host of J Schwanke’s Life in Bloom, shares how to communicate flowers’ health and wellness benefits and invite recipients to keep one bouquet and give another away. It’s the idea behind the Society of American Florists’ annual goodwill initiative, Petal It Forward, happening Oct. 14. (Click here to register and join the giveaway with hundreds of other floral professional around the country!)

Learn how to put skeptical recipients at ease, focus the conversation on what flowers can do for them, and practice with your team so everyone feels ready to make a connection.

Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.