The game has changed and our beloved industry is a completely different animal than it was even a few years ago. Local florists are being squeezed out of the industry at an alarming rate, but there will always be a place for flower shops as long as customers are able to find them; effective marketing is the key to survival.
What about the wire orders?
If you’ve made the decision to stay in the game and have no desire to become a fulfillment florist, you still face the issue of what to do with filling orders from other florists. There is nothing wrong with filling orders – it’s what makes our industry special and unique. It worked well in the past and can work very well again in the future if we can all agree on some guidelines and adjust expectations nationwide by all florists.
Today we are seeking more and more florists speaking from both sides of their mouths. On one hand, they say they don’t want to keep filling orders, yet when the next phone line rings and it’s for a $100 order, they’ll take it. In fact, many of the same florists who won’t spend 7-10 percent of their annual sales on advertising (because they think it’s too expensive) will turn around and give up 30% to fill orders.
There is only one way to fix this, but we all need to agree on the following: