AS SHE WALKS DOWN THE AISLE, A BRIDE SHARES THE SPOTLIGHT WITH ONE OTHER ENTITY: THE BOUQUET IN HER HANDS. WEDDING SEASON IS UPON US, AND IT IS A COMPETITIVE TIME FULL OF POTENTIAL FOR WHOLESALERS AND RETAILERS IN THE FLORAL INDUSTRY. THIS YEAR, VOW TO MAKE WEDDING SEASON YOUR BEST ONE YET. WE’VE LISTED SOME HELPFUL TIPS TO GET YOU STARTED:

BUYERS

• Check in with your buyers to ensure their seasonal supply will meet your demand. That means understanding what colors and varieties are trending. For example, brides love Sahara roses which have limited availability, but they can be replaced with similar varieties that have better bloom size and length such as Quicksand & Menta.
• Establish a strong relationship with your vendors. If you feel like your sales representative isn’t meeting your needs, don’t be afraid to request a different sales rep with more experience or knowledge of the industry.

SALES REPRESENTATIVES

• Your sales representatives are the day-to-day face of your company. Ensure that your staff feels prepared, because there are many wholesalers to choose from, and an excellent sales rep will keep your customers coming back.
• Hold trainings for your staff before every major floral holiday or season–even those who have been in the industry for many years. It always helps to get a refresher or to learn about new trends or techniques. Educating your staff is the best way to ensure they are upholding your company standards and offering exceptional customer service.

CUSTOMER CARE

• Whether it’s a complaint or a compliment, always pay careful attention to customer feedback. It is a great way to gain insight on your company’s success or areas for improvement. If any issues or complaints arise, the manager or owner should always be involved to assure the customer that they are receiving the highest level of attention and care.
• If a customer has requested a floral product that is unavailable, offer them alternatives to that variety and avoid losing the sale. For example, if you are out of Pink Mondial, suggesting a Marzipan not only introduces the customer to a possible new favorite, but also displays thoughtful service that will inspire repeat customers.