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TIME FOR THE HARVEST

This time of year is filled with constant reminders about the harvest season. With the fields of produce being harvested prior to a cold winter’s onslaught, it reminds us that there are also opportunities for retail florists to harvest as well. No, you do not have to get out in the fields of soil to do your work, but you may have to get out in the fields of potential new corporate accounts to reap the benefits.
The best way to harvest these customers is to keep your costs as low as possible per contact and to give them a reason to patronize your shop. It might be easier to target smaller businesses at the beginning as it is often easier to make personal contact with the owner or general manager than it is in larger corporations. To be able to reap the harvest of a sales call, you must first plant the seed. Let your potential customers know who and where you are and what services you can provide for them.
While services may include wiring flowers for them and local deliveries, try to be creative and think of reasons why you would shift your business from a current supplier to a new one if you were talking to a new business. Remember, business owners like to do with businesses that are similar to their own. Also, small town businesses like to conduct their business in their home town. Often smaller can be better especially if you can offer services such as billing, same day delivery, and customized orders that are often not found in larger big box stores. More often than not, price is not the first consideration when switching to a new vendor. Quality product at a fair price is what most business owners are looking for.
Be sure and give them a reason to place an order with your shop. A set amount off a minimum order is usually more successful than a percentage off. You want their future holiday business, so make it an offer that they have to take advantage of within 30 days. When the sales staff hears that this is a first time buyer, make sure that service is at a top notch level. You can never overly impress a new customer too much! Remember to capture any E-mails to advise when the order has been delivered in addition to alerting them to future promotions.
Corporate designs and gifts are often a reflection of the business that is sending it. Be sure you are selling in the right price category to be able to produce the desired results. It is not uncommon for business gifts and floral expressions to be high ticket items. Be sure and up sell your best. Once you set a price, it is difficult to move up especially if you have told the customer that if they are spending at a medium price and you have told them it will be nice. Let them come down in price versus you trying to move up the pricing ladder.
While corporate orders can be especially high maintenance, their benefits can be richly rewarding. Just like a garden, they require constant tending but the results of you labors can be fruitfully rewarding. Once your new corporate account takes root, they will bloom with revenue for your business!

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