Believe it or not, the #1 factor for people choosing or quitting a wire service is incoming orders. So what are they to do? If they stop competing for orders, ProFlowers ends up with all the orders and no same day florist network to feed.
Wire services have never stopped a florist from getting their own business, and have even helped them.
The 1-800-Flowers deal with Tributes.com didn’t happen because 1-800-Flowers said, “Try us we have nice flowers.” It happened because they went out, bid, and earned the relationship. I know the competition for that contract was not John Doe Florist in Localtown, USA. They were most likely up against FTD, ProFlowers, or Teleflora. So good for them.
If you want the orders, join the network. FTD and Teleflora have deals and orders. This is ONE part of your business. OR, go out and market your business. You can’t buy from someone you can’t find.
It was a joy speaking with florists in Ohio the other night as I shared my OUT OF THE BOX presentation. There was NO WIRE SERVICE complaining. We did not waste time talking about what we could not change, but we did talk about getting new business. I explained and demonstrated every piece of the FLORALAPP™ and educated so many who, like most, do not understand it completely (which is ok). People who want to succeed step up and learn. We discussed employees and how to develop a staff that reflects our shops culture, and even discussed designers and what they are. Some challenges florists face today is hiring a designer and getting a floral arranger. One is trained with experience in creating with proper mechanics, the other can copy any design someone else made. Identifying and knowing what you are looking for is the first step. How about unemployment? Am I boring you yet? Yes, these are the points and NO ONE was bored. We had fun and we shared tips on how to take back our industry.
I will be in the Midwest in a few weeks again and will announce it here.
Click here for some pictures of the forward thinking florists in Ohio that showed up. I got very little sleep afterwards thinking about all the opportunities for florists, and the excitement of being in an industry with so many opportunities!