Action Steps
The best contacts and resources to help you get it done

Take advantage of online florists and the worldwide web

With much information about florists now online, the traditional consumer, looking through listings of wedding florists and flower arrangements, may not leave his/her home or office to walk into your florist shop. Whether you decide to promote your own website or to work with an affiliate, many customers enjoy the ease of ordering flowers online. Once you have their e-mail addresses, it's easy for you to send customers updates on upcoming sales and specials.

I recommend: You may wish to join a network, such as Flower Shop Network, Inc. or FTD, both well-known online florists. If you want to update your own website, Vexcom's DesignQuote.net will link you to 5 to 8 website designers for cost estimates. The website Buyer Zone.com, Inc. also offers website design quotes.

Promote florist information in your community

Are your customers one-time buyers for a special occasion, or do they give flowers regularly 'just because' and cost has little to do with it? Part of marketing is knowing your customers and identifying their needs, so you help them find florists--and make that florist you.

I recommend: If you need an update on your florist market, try The Nielsen Company. Its Nielsen Claritas firm can help you define your market as well as give you advice as to the best use of your capital. The Geisheker Group Marketing Firms offers a free 30-minute consultation by phone and works with start-ups as well as large businesses.

To compete with discount florists, work with wholesalers and distributors

Local florists may feel the pinch when customers look to discount florists for their needs. Contact different suppliers to see who can give you the best price for the quality.

I recommend: Potomac Wholesale Floral, Inc. serves florists in the mid-Atlantic region. Cleveland Plant and Flower Company, My Flower Buyer.com and Hardin's Wholesale Florist, Inc. are just a few other wholesale suppliers you may want to try.

To keep current, join florist organizations

Whether customers are looking for wedding florists or a florist for a funeral, the decisions they make may be more a reflection of the times than on the quality you can provide. Florist organizations and associations can help keep you current.

I recommend: The American Floral Industry Association, The Society of American Florists and the American Institute of Floral Designers are all national organizations devoted to promoting florists through directories, trade news publications, expositions and other events.

Helpful advice for making the most of this Guide

• •  Aside from national organizations, there may be useful florist organizations in your state or region.