The first step to change in our industry is to recognize just how many florists are addicted to blame and victimization. This addiction will never allow anyone to recognize the opportunities that are staring us in the eye.
Historically, we as an industry do very little to plan our future. We look for the wire services to figure it out, lead us there, and then complain that they are controlling us. It is like a child living under a parents roof and demanding to have total freedom. The first thing a parent would say is, “When you get your own house, then you may make your own decisions.”
Really, it is that simple. The behavior that is formed is one that:
a) A florist will hardly give anything time (like advertising) to work. They expect immediate gratification, yet lack the tools to evaluate the investment.
b) Do very little to change operations and philosophies in their shop and just expect everything to improve. Look up the meaning of insanity. It is, “Doing the same thing over and over again yet expecting different results.” Is this you?
c) If only…..If only….If only ProFlowers would go away, FTD would stop direct shipping, Teleflora would stop selling to the public, and Bloomnet would stop overstuffing bouquets and expecting florists (who do fill) to fill them.
Well here it is….Easter is just around the corner and most florists are holding on to the addiction. I often hear, “It isn’t what it used to be.” SO? Doing nothing makes it better?
FACT, most every shop that used our marketing postcards, or other groups that market Easter, have succeeded. It is an opportunity to send flowers. If we don’t step up, why should anyone pick us to send flowers? Who is to remind them? The wire services? Here we go again…
Flat screen TV’s are marketed 1 month before the Super Bowl, and Weber grills in spring and summer, and especially before the 4th of July. It’s time to look at our business as a retail competitor, not a hobby.
The other night a shop owner said they don’t have a website because they would rather SPEAK to their customers. They give them no other choice. His shop must be a hobby for him because I am in business to be the best I can be, and turn a profit in orders to keep my employees employed. We have responsibilities. We love this business, that is a given. To make money at it requires GETTING OUT OF THE BOX and breaking the addiction.
This will be the beginning and the best thing for FLORISTS FOR CHANGE. Better your operations and take back the industry one shop at a time!