Some this has been discussed already but my point is that we can maybe apply these experiences to the advantage of florists. We've been SERVICE CHARGE FREE for over 5 years. We promote primarily in yellow pages but anywhere we have opportunity. There was a noticable response immediately. Orders from people we had never talked to before. Over time our outgoing has built. TF tell us we are in the top 25 sending in Canada (I think good reps sometimes tell us things they think we like to hear: "Top 25!"; "We consult florists like YOU!" etc.). Top 25 is no big deal except that we are one shop in littl old Regina. Not bad-if it's true???
We poved that yellow pages work (for us in our situation-maybe not for you???) But what might happen if FREE WIRE CHARGE became common to florist? MIGHT THIS BE A STRATEGY THAT ORDER COLLECTORS ARE NOT PREPARED TO MEET? COULDIT EVEN PUT SOME OF THEM OUT OF BUSINESS? The reason we started concentrating on building outgoing was that we had a serious excess of incoming over outgoing. We took a number of steps to decrease incoming (e.g. got rid of a WS etc.) Controls are still in place and we keep our incoming roughly equal to or less than incoming...that's our objective. It is probably obvious to many of us that if you have significant outgoing the WS treat us pretty good. Special favors now and then...especially if we don't pressure them for more incoming. When I send a wire order I get 20 per cent and don't send one flower. I consider my rebate to my service charge. It's a good deal-and a good deal better than filling the order! Bruce
We poved that yellow pages work (for us in our situation-maybe not for you???) But what might happen if FREE WIRE CHARGE became common to florist? MIGHT THIS BE A STRATEGY THAT ORDER COLLECTORS ARE NOT PREPARED TO MEET? COULDIT EVEN PUT SOME OF THEM OUT OF BUSINESS? The reason we started concentrating on building outgoing was that we had a serious excess of incoming over outgoing. We took a number of steps to decrease incoming (e.g. got rid of a WS etc.) Controls are still in place and we keep our incoming roughly equal to or less than incoming...that's our objective. It is probably obvious to many of us that if you have significant outgoing the WS treat us pretty good. Special favors now and then...especially if we don't pressure them for more incoming. When I send a wire order I get 20 per cent and don't send one flower. I consider my rebate to my service charge. It's a good deal-and a good deal better than filling the order! Bruce
