We don't typically sell "a dozen roses" in a glass vase. Our clients usually want something that is just a little bit more creative and out of the box than what they can get from any cookie cutter wire service shop.
I am NOT slamming wire service shops, but when you take your store and sink down to the 1-800-FLOWERS level of thinking, you BECOME a part of that. Even the clients who find us on their iPhone and actually drive to my location will order something that allows for a bit more creative look.
I am finding out more and more that they are BORED with what everyone else is doing and selling, and by bringing in a completely different line of cut flowers and styles of arrangements, you can create something the recepient will look at again and again, and keep discovering something they had not noticed the day before. Because we try to get only the freshest, and also the majority of our flowers are California grown (YEA CALIFORNIA GROWERS!!!!) they are in very beginning bud stages. The arrangement keeps getting bigger, fuller and more interesting as the days go by. If our flowers don't last a good 10 days or more in the clients home? We send our wholesaler a message telling them they need to pay attention to: (fill in the blank) supplier because we had a complaint the flowers were just not good enough. Our wholesalers now know we don't care how much the flowers cost wholesale, as long as they are fresh and they LAST. Because this floral studio is located in the southern california desert, I use many different foliages, colorful and interesting, pods, the new GREEN TRICK DIANTHUS and of course, unique containers using lots of natural looking stones. Incorporating succulents and such into the design makes the whole thing pop. Remember, we are professionals who are supposed to know our craft. Our client cannot know all we know about design, and they depend on us to bring different to the table. Only when you exceed their expectations will you get a solid grab on a new customer.
So, take a look at the other shops and what they are selling for valentines day. Take a look at COSTCO or SAMS CLUB and see what they are selling for valentines day. When you have a client on the phone, all you need to do is let them know alternatives to roses. Valentines Day is a big day for flowers, lets show them FLOWERS. And yes, if someone actually does want roses for the day, I usually create a pave in a unique container and then throw in a hot color they might not be expecting. I know its going to make the receiving client squeel with delight, and the sender will be properly THANKED. Remember, the number one motivation for someone sending flowers is: TO BE THANKED! Give them something to be thankful for!
Everyone, have a terrific YEAR of flowers, and DUMP THE WIRE SERVICES!!!!
