More Thoughts For Discussion
Here's more of my thoughts.
First, the wire services by themselves are not the whole problem Do they gather orders, yes. Do they overcharge for most of their services, yes, Do they spend our money on advertising not aimed at us, yes. Are there other problems they create, yes.
But they also provide us with the ability to send flower orders. That is their single most important use to a florist. Why, because our portion of this industry, for better or worse, is tied to the wire service model by the consumer.
Where many florists have gone wrong is by tying their whole business to the wire services. How? They clear their credit cards, they buy wire service technology systems, they spend large sums of money buying advertising inside the wire service system and the only potential buyer is another florist. They buy wire services containers and then spend their own money promoting those containers when in fact the should be spending their money promoting themselves.
Now you probably are saying then what good is a wire service? Well, first, it gives use the ability to send one of our customers orders anywhere in the world. Well you are going to say the customer can do this without us by using the internet. True, but could the reason your customer will do this is because you are not offering them enough of a differential between yourself and internet providers. Why do so many florists follow the big guys and charge as much as $9.95 as a fee, when in fact they could charge nothing and still make a profit. Why don't florists sell their personal service by building on the point that by sending through their local florist, they are dealing with someone who is local and can offer face to face service and who offers a better value.
And the only reason these gatherers have grown is because florists are willing to fill. Most florists are blinded by the money. They can't see the long term effects of their actions. Florists should fill every real florist to real florist order just as if that order was taken at their front counter. If every florist, filled every other florist order like that, we could rebuild consumer confidence in our part of the floral industry. Too many florists feel that becasue they are giving up a percentage to the sender that it is justified to cost out that order by using a different price schedule. Florists in Florida, don't charge their walk in customers $75.00 a dozen for roses, but feel justified doing this to another florist.
Now, am I saying spend large sums of money trying to get wire out orders, no. But what I am saying is for better or worse, the public ties our part of this industry to that service and why shouldn't we captilize on that. If you belong to a wire service, only use it for the sending of orders. Forget about buying ads. Other real florists will find you. Forget buying wire service technology, so that you eliminate the possibility that the wire service can hold your entire business hostage. Forget about buying containers, unless that wire service by it's own promotion, drives the consumers into your store to purchase those containers. Forget about clearing your credit cards through a wire service, why let them hold your money over your head. Remember the person who holds the money holds the power.
We have got to get over the fact that the wire services have changed. Move On. Realize they have changed and only use them for the only real purpose a wire service was created, to send orders between real florists.
