SAF Phoenix 2023 Schedule of Events

Wednesday, Sept. 6

Thursday, Sept. 7

Friday, Sept. 8

Saturday, Sept. 9

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7:00 a.m. – 8:00 p.m.

SAF Registration Desk & Resource Center

Stop by the SAF Registration Desk to purchase tickets for guests to attend meal functions and optional events. Check out the Resource Center for SAF products and services.

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5:15 p.m. – 5:45 p.m.

First-Timers Reception

New to convention? This private happy hour will make you feel at home. You’ll meet other first timers and members of the SAF Volunteer Leadership.

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Bloomnet6:00 p.m. – 8:00 p.m.

SAF President’s Welcome Party

Reconnect with friends and make new ones at the opening reception hosted by SAF President Michelle Castellano Keeler, AAF.

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Thursday, September 7

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8:00 a.m. – 9:30 a.m.

Kick Off Breakfast

Doors open and breakfast starts at 8:00 a.m.; Program starts at 8:30 a.m.

 

 

Kate Penn

Kate Penn

blankState of The Industry

Speaker: Kate Penn, CEO, Society of American Florists

SAF CEO Kate Penn tees up the convention with a high-level overview of the state of the floral industry. Based on the most recent floral industry data, SAF member surveys and dozens of interviews with industry leaders across all sectors, Penn details the high and low points of the past year, challenges and opportunities going into 2024, and what SAF is doing to help the industry address them.

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9:30 a.m. – 5:00 p.m.

Outstanding Varieties Competition Display

Review more than 3,000 stems of the best flowers and unique plants on the market during one of the industry’s biggest flower and plant competitions. Dozens of growers and breeders from around the world are exhibiting their finest cut flowers, greens, potted flowering plants, bedding plants and foliage for top honors.

Growers and Breeders … want to exhibit? Sign up by Aug. 18 at safnow.org/ov.
Contact Stephanie Brady for details.
Outstanding Varieties Sponsor: Chrysal
Outstanding Varieties vases donated by: Syndicate Sales

Outstanding Varieties Sponsor
Chrysal
Outstanding Varieties vases donated by
syndicate

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9:45 a.m. – 10:45 a.m.

Choose one of three concurrent education sessions to attend:

Lisa Roeser

Liza Roeser, AAF

Operational Tools That Sustain Your Business

Speaker: Liza Roeser, AAF, Fifty Flowers

Have you hit the ceiling? Feeling burned out? Is growth harder to achieve? Are you spending 100% of your time on execution and 0% on strategy? Given the increased demand, combined with supply chain and labor challenges, it’s not surprising. It might be time to adapt a business operating system – a set of processes that define your company’s unique way of doing business, from building the right kind of team, to establishing goals and managing based on data, not emotions.

What’s Your Exit Strategy?

Panel: Cheryl Denham, Arizona Family Florist, Lisa Hays Holmes, Tiger Lily Florist, John and Sally Kobylinski, Former Owners of In Bloom Florist, Kevin McCarthy, Family Flowers,

Moderator: Danny Sanchez, South Florals Group

Whether you’re 1, 5 or 10 years away from retirement, the time to think about your exit strategy is now. Join this interactive discussion with your peers to discuss succession planning. You’ll hear from former florists who’ve sold their business and a floral entrepreneur who buys flower shops. They’ll share best practices on what made the transition of ownership of the business successful – and will be ready to answer your questions, too.

You’ll learn:

  • The best time to start planning for the succession of your business
  • What you need to do to get your business ready to sell
  • The qualities that your ideal buyer possesses.
Lisa Roeser

Cheryl Denham

Lisa Roeser

Lisa Hays Holmes

John and Sally Kobylinski

John and Sally Kobylinski

Lisa Roeser

Kevin McCarthy

Lisa Roeser

Danny Sanchez

Chris Bealsis Komet Sales

Chris Beals

Frictionless E-Commerce: Secrets of High-Performing Websites

Repeats Saturday, September 9 at 1:45 p.m.

Speaker: Chris Beals, Komet Sales

Seasoned e-commerce executive Chris Beals brings best practices he deployed to drive online sales in the cannabis industry to floriculture. Beals, former CEO of leading online cannabis marketplace Weedmaps and now CEO of Komet Sales, shows how to remove barriers – “friction” – that get in the way of captivating and converting online buyers. From visual merchandising to shopping cart to post-order handling, Beals shows the hallmarks of effective websites.

You’ll learn and discover:

  • Visual merchandising upgrades to increase average cart size
  • How to maximize site efficiency for SEO
  • How to adopt “grocery store” thinking in your online presence.
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10:45 a.m. – 11:15 a.m.

Networking Break, Experience Zone & Walk Through Outstanding Varieties with PFCI

Experience Zone: Clique & Create with Flower Clique!

Speakers: Vonda LaFever, AIFD, PFCI, Ellie LaFever, PFCI, Lori Wilson, PFCI

Join Vonda and Ellie for a dynamic 20-minute session where they’ll share practical tips and tricks specifically tailored for retail florists. Vonda will guide you through the art of design and delegation, unveiling simple yet profitable techniques that any employee can easily follow. Meanwhile, Ellie will dive into photography tips and introduce user-friendly tools and tricks to elevate your social game and e-commerce aesthetic. As an added bonus, Lori will provide interactive entertainment as a fake employee, and you’ll walk away with tips to implement into your daily business workflow!

Chris Bealsis Komet Sales

Ellie LaFever

Chris Bealsis Komet Sales

Vonda LaFever

Chris Bealsis Komet Sales

Lori Wilson

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11:15 a.m. – 12:15 p.m.

All Industry Session: 2024 Flower Trends Forecast

Lisa Roeser

Talmage McLaurin, AIFD

Speaker: Talmage McLaurin, AIFD; Esmeralda Farms

Need inspiration for your 2024 product lines? Talmage McLaurin delivers. Following home décor and fashion, and working with florists, mass marketers, grocery retailers and professional forecasters like Pantone and The Trend Bible, Talmage’s flower-focused forecasts have informed the industry for more than three decades — first, as creative director and publisher at Florists’ Review magazine and, for the last decade, as a creative force for Esmeralda Farms and Sunshine Bouquet. Talmage will reveal eight compelling trend directions that will help you better tap into today’s consumer and sell more flowers.

Teleflora logo 400x92
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12:30 p.m. – 1:00 p.m.

Lunch

Lunch Sponsor:

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1:00 p.m. – 5:30 p.m.

Supplier Expo

Browse through dozens of new products and services and get to know the vendors who can answer your questions and point you toward profitable opportunities for your business.

Suppliers and Growers, want to exhibit? For details, visit: safnow.org/partnerships. Or contact Sheila Santiago.

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6:00 p.m. – 7:30 p.m.

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AFE Friends of Floral Reception – Everyone Welcome!

Begin your Thursday evening by attending the American Floral Endowment’s Friends of Floral reception. Join AFE in celebrating recent accomplishments while networking with peers and industry leaders who partner with the Endowment to fund advancements in all aspects of floriculture – including research, scholarships, internships, and other industry programs. New to AFE? Take this opportunity to learn more, get involved, and take advantage of all that AFE has to offer!

Please RSVP for this event on the SAF registration form.

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8:00 a.m. – 9:30 a.m.

Innovation Breakfast

Doors open and breakfast starts at 7:45 a.m.; Program starts at 8:15 a.m.

SAF’s Marketer of the Year Winner

Enjoy this much-anticipated and always exciting announcement of SAF’s annual Marketer of the Year. For the 29th year, this award recognizes unique, innovative, and successful marketing efforts by a floral company. This year’s winner will receive $5,000, sponsored by Design Master, a division of Smithers-Oasis, and be featured on the cover of the September/October issue of Floral Management.

Smithers-Oasis
Sponsor DesignMaster
Lisa Roeser

Brett Culp

Keynote Presentation: Empowering Innovation

Speaker: Brett Culp 

With massive shifts happening in every part of our lives, the future feels uncertain. While traditional hierarchies struggle to quickly respond to these changes, breakthroughs of “everyday leadership” are transforming the world: Employees at every level are taking ownership and making the future happen. Through inspiring and humorous stories, documentary filmmaker Brett Culp shows how to unlock and harness the power within ourselves and others to accelerate business performance and spark innovation. This high-energy session will empower you to unleash that potential within your organization.

FTD 1910

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9:45 a.m. – 10:45 a.m.

Choose one of two concurrent education sessions to attend:

Reaching Customers in a Crowded Digital Landscape

Panelists: Erin Bruno, McNamara Florist; LaToya Ferguson, Sweet Psalms Florist; Brennen Rigler, Albuquerque Florist

Moderator: Monty Pereira, Watanabe Floral

Frustrated with low open rates on email? Wondering how to get through to today’s consumer, when there’s so much competition for their attention? Hear from several floral industry peers on what’s working for them to drive sales and click browsers to buyers.

You’ll learn:

  • How to make the most of your email marketing strategy
  • Where social fits into the overall plan
  • Whether and when to consider SMS marketing

FTD 1910
Lisa Roeser

Erin Bruno

LaToya Ferguson, Sweet Psalms Florist

LaToya Ferguson

Brennen Rigler, Albuquerque Florist, Inc.

Monty Pereira

Brennen Rigler, Albuquerque Florist, Inc.

Brennen Rigler

Lisa Roeser

Bart David

What’s Your Team’s North Star?

Speaker: Bart David, R3Think

How do you set long-term goals for your employees? And what do you do when an employee isn’t meeting expectations or goals? If you don’t have the answer, you may be missing out on two of the most essential aspects of managing teams today. Join seasoned coach Bart David as he shares his strategy for making employee development an ongoing, fluid process, and one that will create more employee satisfaction and better results for your operation.

You’ll learn how to:

  • Set short-term and long-term goals and conduct effective reviews
  • Coach employees falling short of expectations
  • Use tips, tricks and apps for employee development

 

Stacie Lee Banks

Stacie Lee Banks

Lisa Roeser

Ian Prosser,  Zoe Gallina

Lisa Roeser

Brian and Lori Wheat

Blueprint for Family Business Succession

Panel: Ian Prosser, AAF, AIFD, PFCI, Zoe Gallina, AAF, Botanica International Décor and Design Studio, Brian Wheat, AAF, PFCI, Lori Wheat, AAF, Lafayette Florist, Gift Shop and Garden Center

Moderator: Stacie Lee Banks, AAF, Lee’s Flower and Card Shop

The biggest mistake families make in succession planning is a failure to plan at all. Succession planning is not a singular event but an ongoing process — take it from three floral industry families who’ve been through it and are ready to share their experiences — the good, the bad and the sometimes ugly — with attendees.

You’ll learn how to:

  • Identify and develop the talent of the next generation;
  • Let go of some control; choose the right successor and
  • Avoid common succession pitfalls.
JAPAN FLOWER AND PLANTS EXPORT ASSOCIATION
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10:45 a.m. – 11:15 a.m.

Networking Break, Experience Zone & Walk Through Outstanding Varieties with PFCI

 

Lisa Roeser

Amy Balsters

Experience Zone: From Filler to Fabulous

Speaker: Amy Balsters, The Floral Coach

Come explore how using these brand new premium filler flowers can take your work to the next level. Enjoy this short presentation featuring a brand new gypsophila you don’t want to miss, a rebellious dianthus and a limonium (with no smell!) AND with a surprise for the first 40 attendees, plan to come early! 

 
Teleflora logo 400x92

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2:00 p.m. – 3:00 p.m.

Choose one of two concurrent education sessions to attend:

Idea Exchange: Finding and Keeping Employees

Ready to hear more ideas from your peers on how to find and retain talent? Some of the best learning happens when you get together at a table with your floral industry peers – from all segments. Come enjoy this relaxed roundtable idea swap – and be ready to share ideas, or just soak more in.

Jazmin Albarran, Seed Your Future

Jazmin Albarran

Jazmin Albarran, Seed Your Future

Chris Drummond

Jazmin Albarran, Seed Your Future

Alyson Upshaw

Harvesting Talent in Local Schools

Panel: Jazmin Albarran, Seed Your Future Inc., Chris Drummond, AAF, PFCI, Penny’s by Plaza Flowers, Alyson Upshaw, Ball Horticultural Company 

Want to find out the fastest pipeline to local talent? It’s time to create a relationship with your local high schools, colleges and universities. Easier said than done? Hear how your peers and Seed Your Future are making it easier than ever, with turnkey tools to that help you connect with school administrators, organize regular visit to the school and events at your business and more.

You’ll Learn How To:

  • Get on the careers week agenda for schools
  • Create workshops, classes for potential employees
  • Set up a regular, recurring career development program to drive talent to your operation

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3:15 p.m. – 4:15 p.m.

Choose one of two concurrent education sessions to attend:

Jazmin Albarran, Seed Your Future

Jennifer Cummins Linehan

Jazmin Albarran, Seed Your Future

Kaitlin Radebaugh

In Store Experiences Workshop

Speakers: Jennifer Cummins Linehan,, AIFD, CF, CFD, Beautiful Blooms by Jen, Kaitlin Radebaugh, AAF, Radebaugh Florist & Greenhouses, 

Seventy-one percent of consumers say they shop in physical stores as often or more than they did before the pandemic, and that engaging digital content and personalized experiences have the highest impact on purchasing decisions. Meet retailers who have leveraged this trend to their advantage.

You’ll Learn How To:

  • Create experiences that align with your brand
  • Attract young shoppers into your shore
  • Engage shoppers online and cultivate community

Arisha Hawkins, Lee’s Flower and Card Shop

Jen Barnard

Arisha Hawkins, Lee’s Flower and Card Shop

Arisha Hawkins

Arisha Hawkins, Lee’s Flower and Card Shop

Kristina Luoma-Dyrr

Leveraging Third Party Delivery

Panel: Jen Barnard, AAF, Tillies Flower Shop, Kristina Dyrr, Cactus Flowers, Arisha Hawkins, Lee’s Flower and Card Shop, Kristina Luoma-Dyrr, Cactus Flowers

Some florists are turning to third party delivery services to help with late orders, high volume, or even to expand their service area. During this virtual gathering, florists with experience with third party delivery services such as Door Dash, Roadie and others reveal how those services work best for them, what it costs, how they ensure the drivers handle the flowers with care, and more.

You Will Learn:

  • The positives and negatives of outsourcing delivery
  • What it costs to use third party delivery services
  • How to have the best experience with third party delivery services
  • How third party deliveries can help grow your business

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5:00 p.m. – 6:00 p.m.

Next Gen Reception

The industry’s Next-Gen members (age 45 and under) get some real face-time networking with each other at this special happy hour.

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6:00 p.m. – 7:30 p.m.

SAFPAC Reception

Join us for food, drinks, and fun outdoor games as we raise money to support SAFPAC the only national political action committee dedicated to advocating for the floral industry. Plus: 100 percent of your ticket is used to help elect floriculture-friendly members of Congress.

Sign up available soon.

Sponsors:

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Floral Dominator
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Blossom Boss
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Kennicott Brothers
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DV Flora
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Bouquet Booster
FTD 1910
Petal Pusher
Lafayette Florist

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9:45 a.m. -10:45 a.m.

Choose One of Three Concurrent Education Sessions to Attend:

Lisa Roeser

Nicole Donnelly

Leveraging AI to Revolutionize Your Business

Nicole Donnelly, AI Smart Marketing

AI is more than just a buzzword; it’s a tool that, when used correctly, can help you streamline your operations, better understand and reach your customers, and create unique, personalized experiences that will set your business apart. Whether you’re a tech-savvy floral pro already incorporating digital tools into your business or a traditionalist looking to stay competitive in the evolving marketplace, this session will enlighten, inspire, and empower you. 

You’ll Learn:

  • How AI works – and where in your operation you can best put it to use.
  • Practical ways to deploy AI to drive more sales and better customer engagement.
  • How to choose among the myriad AI enabled technologies available and map out a plan.

Building Brand Loyalty

Panelists: Pat Dahlson, Mayesh Wholesale Florist, Jena Gizerskiy, Rosaprima, Susie Bachman West, AAF, Bachman’s

Moderator: Melanie Spilbeler, FreshPath Marketing

It’s a well-known business fact that it’s less expensive to market to your existing customers than to gain new ones. And research shows that loyal customers often spend more money. Hear how three different floral businesses created and reward loyal customer base and how that’s contributed to overall growth.

You’ll Learn:

  • How to use technology to build mutually beneficial partnership with customers
  • How artificial intelligence and social media experiences can impact your brand and loyalty
  • Easy ways to reward customers

Lisa Roeser

Pat Dahlson

Jena Gizerskiy, Rosaprima

Jena Gizerskiy

Lisa Roeser

Melanie Spilbeler

Lisa Roeser

Susie Bachman West

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10:45 a.m. – 11:15 a.m.

Networking Break, Experience Zone & Walk Through Outstanding Varieties with PFCI

Chris Bealsis Komet Sales

Derek Woodruff

Experience Zone: Sustainable Design Mechanics

Speaker: Derek Woodruff, AAF, AIFD, PFCI, Floral Underground

Interested in bringing more sustainable practices into your design work?  Derek Woodruff, AAF, AIFD, PFCI, will be demonstrating how to design spiral hand tied bouquets using sustainable mechanics, as well as packaging and efficiency techniques.

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11:00 a.m. – 1:00 p.m.

54th Annual Sylvia Cup Competition

Watch as some of the nation’s best floral designers are given the same flowers, foliage and supplies — and just two hours to create the surprise challenge. The winner receives the Sylvia Cup trophy, $3,000 and a complimentary registration to next year’s SAF Annual Convention. First Runner-Up wins $500; Second Runner-Up gets $250. Winners will be announced at the Stars of the Industry Awards Experience.

Designers … want to compete? Sign up by Aug. 4 at safnow.org/sylvia-cup. 
Have questions, contact Stephanie Brady.

Smithers-Oasis

Exclusive sponsor of the Sylvia Cup prize money

Certified American Grown 2021
Certified American Grown 2021

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11:15 a.m. – 12:15 p.m.

All Industry Session

Sustainability and Floriculture

Speakers:​ Mark Allen, Floralife, Joe Bischoff, Cornerstone Government Affairs, Daniela Espana, Florverde, Andy Fiannaca, Sparks Florist, Jessica Kegerreis, Syndicate Sales, Camron King, Certified American Grown, Evan Mickelsen, Red Mountain Bloom and Floralink

Moderator: Michelle Castellano Keeler

It’s well understood that global brands that build sustainability into their business models have a competitive advantage – is this the case in the floral industry? Get the inside scoop on newly released research about sustainability in the floral industry and why and how your peers are integrating sustainability into their operations and telling their sustainability story to their customers. Be ready to chime in with your own best sustainability practices in this highly interactive session.

Teleflora logo 400x92
Lisa Roeser

Mark Allen

Lisa Roeser

Joe Bischoff

Castellano-Keeler-Michelle

Michelle Castellano Keeler

Lisa Roeser

Daniela Espana

Andy Fiannaca

Andy Fiannaca

Lisa Roeser

Jessica Kegerreis

Lisa Roeser

Camron King

Lisa Roeser

Evan Mickelsen

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1:45 p.m. – 2:45 p.m.

Choose one of three concurrent education sessions to attend:

Lisa Roeser

Nicole Donnelly

Leveraging AI to Revolutionize Your Business (REPEAT)

Nicole Donnelly, AI Smart Marketing

AI is more than just a buzzword; it’s a tool that, when used correctly, can help you streamline your operations, better understand and reach your customers, and create unique, personalized experiences that will set your business apart. Whether you’re a tech-savvy floral pro already incorporating digital tools into your business or a traditionalist looking to stay competitive in the evolving marketplace, this session will enlighten, inspire, and empower you. 

You’ll Learn:

  • How AI works – and where in your operation you can best put it to use. 
  • Practical ways to deploy AI to drive more sales and better customer engagement.
  • How to choose among the myriad AI enabled technologies available and map out a plan.
Lisa Roeser

Elle Stella

Impact of Communication Styles on Morale, Culture, Performance and Results

Speaker: Elle Stella, The Wonderful Company

Communication is the cornerstone of every successful interaction, relationship, and endeavor. In this breakout, Elle Stella, Senior Director of Learning & Development for the Wonderful Company, will explore the profound impact of communication on various aspects of our personal and professional lives. Participants will gain valuable insights into the critical role communication plays in building strong connections, enhancing teamwork, resolving conflicts, and achieving desired outcomes. Through interactive activities, practical techniques, and engaging discussions, attendees will develop essential skills to become effective communicators and harness the transformative power of communication to drive positive change.

You’ll Learn About:

  • The impact of communication on relationships, collaboration, and success
  • Common barriers to active listening and improving engagement
  • Developing empathy and building rapport through attentive listening
  • Resolving conflicts and managing emotions through effective communication
Teleflora logo 400x92
Chris Bealsis Komet Sales

Chris Beals

Frictionless E-Commerce: Secrets of High-Performing Websites (REPEAT)

Speaker: Chris Beals, Komet Sales

Seasoned e-commerce executive Chris Beals brings best practices he deployed to drive online sales in the cannabis industry to floriculture. Beals, former CEO of leading online cannabis marketplace Weedmaps and now CEO of Komet Sales, shows how to remove barriers – “friction” – that get in the way of captivating and converting online buyers. From visual merchandising to shopping cart to post-order handling, Beals shows the hallmarks of effective websites.

You’ll learn and discover:

  • Visual merchandising upgrades to increase average cart size
  • How to maximize site efficiency for SEO
  • How to adopt “grocery store” thinking in your online presence.

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2:45 p.m. – 3:15 p.m.

Networking Break & Experience Zone

Chris Bealsis Komet Sales

Kelsey Thompson

Creating a Customer Profile using AI

Speaker: Kelsey Thompson, AIFD, CFD, Bloom Floral and Home Studio

Watch as Kelsey Thompson creates a customer profile avatar using AI!  This avatar can then be used to clarify your target market, discover customer desires and motivations, generate content ideas, discover pain points and frustrations, and so much more.  You will also learn how to brainstorm product and service ideas and fine-tune your marketing channels by learning how to create your own avatar for your business. 

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3:15 p.m. – 4:30 p.m.

Choose one of two concurrent education sessions to attend:

Chris Bealsis Komet Sales

Chris Beals

E-Commerce for Suppliers: B2B Hacks to Drive Online Sales

Speaker: Chris Beals, Komet Sales

Are you a floral industry supplier looking to unlock the potential of online B2B sales? Take a deep dive into the topic with Chris Beals, former CEO of online cannabis marketplace Weedworks and now CEO of the B2B floriculture platform Komet Sales. From using e-commerce to evaluate sales representatives based on their total sales performance to enhancing client relationships to drive sales, Beals equips you with actionable steps to take your sales figures to new heights. 

You’ll discover how to:

  • Evaluate and motivate your sales team by leveraging e-commerce to boost their average sales
  • Structure commission systems that incentivize and reward sales represenatives for their e-commerce-driven successes
  • Nurture and strengthen customer relationships, leading to increased loyalty and sales

 

Idea Exchange: Marketing and Growth

Some of the best learning happens when you get together at a table with your floral industry peers – from all segments. Come enjoy this relaxed roundtable idea swap – and be ready to share ideas about how to take some of the marketing and management ideas you heard in earlier sessions (including AI!) to the next level.

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sponsor Teleflora6:00 p.m. – 9:00 p.m.

Stars of the Industry Awards Experience

Revamped for 2023!  Join us for a revamped Awards Experience as we honor some of the most accomplished people in the floral industry.

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