Refering customers to another florist - Anyone ever try this???

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Joe, I usually really like what you say but as a very small town shop I have to disagree here somewhat.
Joe Mioux said:
I am on a roll here so I will continue......

Your customer called you. not a florist in a distant city, they could go on the internet and get the name of a florist in the receiving city.

They called you for a reason! The customer values your expertise!

"(My customers are ALWAYS appreciative of this whether or not they do it.)"

That is wishfull thinking on your part. You can not possibly know that ALL your customers appreciate this tactic.

"Finally, I make sure they understand to call me if they have any problems."

This is why they called you in the first place. If there is a problem your customer wants you to handle it.

" I earned that customers local business" That is an assumption on your part.

"- They get the opportunity to have a relationship with my fellow florist." how does that benefit you, your customer or the receiving florist. This maybe and probably is a one time only sale to that city. Even if it is a recurring sale, such as a relative sending for regular occaissions you lose out earning money from the sale. You are in business to make money, don't turn sales away.

Joe
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Small Town America, a very great number of those over the age of 55 do NOT have internet service, access to a computer, or are willing to go to the local library for their 10 minute introduction to learn "how to surf the web"

My customer respects the shops that I use consistently. We have had an over 30 year business here and I have had to use specific shops in a great number of "larger cities" over that period of time. I have had great feedback in those 30 years which allows me to say.....Ben's in Brooklyn NY does a great job! Have never had a problem with Browns Flowers in ??? CT and YES these are the areas that my customers consistently want to send to for instance. Boston, well have a few choice words for some of those shops. When the customer comes back in (usually within days) to thank me for giving them a shop recommendation, then yes, I have served that consumer well.

If the customer used his credit card and has a problem, he can get an immediate request to recoup payment on his Visa/Mastercard, much quicker than the 60-90 days to get credit through any clearinghouse. Been there, done it myself.

One time sales? If it is for a funeral service, 9 times out of 10, I'll take care of the order. But if this is "want to send my daughter some flowers, just a little something to brighten her day", I'll gladly let the filling florist reap the rewards of an 100% sale rather than a 73% and let the wire services rot in hades. Go direct!! We preach it, we relish it. I see no problem with it. There is enough "non specific" orders going out daily between florists.

As a very small town florist fighting for everything I can get, I'd rather come very close on my wire service statement than pay out big $$ for the year end. No lectures, money in my pocket is where it is at. Wire Service is a losing proposition-statement by one Frank Marchesi (Field Rep for Teleflora 1974) One way I can do that is a service to my customers by sending them direct for a great recommendation by them saying "Great Customer Service".

What some of you dear friends here don't take into context is that there are very big differences in demographics represented here on this board. Not really noticing where "Fairfield" (is that what it was, sorry) who started the thread is located, the question sounded as "small town/city" to me. I don't have to fight for "wire outs" as well as "wire ins" as we currently are the only FTD shop here, unlike the 3 or 4 Teleflora shops. And as small town America, I look to it as customer service more than "making money on a wire service, which is a contradiction in itself".
 
Joe,

Please slow down here. You are reading more into this than I am typing instead of reading what I am typing. My example was not very detailed. Let me give more.

Last week I took a phone order from Connecticut for an arrangement on our website. Delivered. Successful. On the 15th, the recipient called to say it was beautiful and he wanted to reciprocate the order. He preferred the phone number and FSN address, so I obliged him. I made sure to tell him to order by phone rather than off a website for best results. He wanted a specific item and I told him how to describe it. He noted that I could have just charged him the fees and sent the order. In fact, he said, "I know you didn't have to give me this information. I appreciate your honesty and I will definitly use your shop for all of my local flower needs."

This is a common scenario for me. I don't make assumptions about customer satisfaction. When I say my customers are always appreciative, it is not wishful thinking. It is because they tell me. In fact, I have customers come in and ask for another phone number in another town because it worked so well for them.

And yes, it is a 'one size fits all' approach. I want ALL of my customers to have a choice. I don't know how this can be construed as a negative. Unless, of course, I were a shepherd.

I can go on and on about how well this has worked for me and my customers, but I'd like to ask - what if most shops did this..?

Or does anybody care? Too happy with wire services?

Remember - He who skims, always skims the cream.
 
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Fairfield, I'm with you; the florist of the future. The reason why most of the people here are against it is because they make money doing it. How many of these florists here would agree with you if they were offering this service and didn’t make money on it? Ryan, sfox or any of you other guys, would you still offer this service if you lost money at it? Is the real reason you have this service because of the money it makes or is it because you care about your customers? <--- That is not an attack but a real question.

Within 7 or so years, most people will call a florist direct and will not be duped any longer. Those words are not just my opinion but came out of the mouth of the CEO of one of the largest WS.

Yeah if your customer base is old and isn't up with a computer, keep your WS I guess. As our target market gets older, they will cut out florists with WS.

The funny thing about this whole conversation is sfox said something like, why would you do that Fairfield and then something about money it cost to get them in your shop and everyone agreed. I believe it's not about us, it's about our customer. Was it Tom who said something about our industry should be focusing on the customer right now? Whoever said it, I agree. I say tell your customer the full truth, give them the choice. It’s not convenient you might say? Who said business in the future would be? Like Fairfield, 90% of my customers want the 800 number to the florist, instead of me doing it... the point is, I offer both for my customer. The filling florist fills at 100% and this makes our industry stronger, not WS orders that skimmers send out and make real florist look bad. I go the extra mile too for my customer, I usually call ahead to a florist to talk to them and get a feel for their style and product. Be REAL to your customer, not how can you make money off of them.. because in the end, they'll come back to you because of loyalty and that you were honest. It works where I live; maybe I’m just lucky and live in a trusting community.

Here's another great example of this... a guy comes into your shop and says, my wife's birthday is today and she loves white tulips, do you have any? Let's say you don't have white Tulips. Do you A, try to sell him another white flower, even though you know this is special or B make a courteous call for him around town to another florist to find what he needs? If you answered B, then you have your customer in mind, not the amount of money you can make off him with a dozen white roses or how much it cost you to get him into the store.

Fairfield, I'm with you! When WS aren't around because people got wise to cut out the 2 middlemen, we'll be ahead of the game. I say customer first, give them options and be 100% truthful. I've gained more loyalty because of this, I don't have the WS headache and I don't give to the cancer that is killing brick and mortars.

The service of wiring out an order, or even service itself is a dieing idea. The order of importance to most people is: Convenience, Price and then Service. Look around at business and tell me that isn't true. Maybe 30 years ago, that equation went the other direction, but not now that we live in the WalMart age of business.

Sorry if this sounded like an attack on anyone, I just see business for me, in a different way for my local market. So I could be and probably way off base on your local market so just ignore me. :) Like Rhonda so wisely pointed out:
"What some of you dear friends here don't take into context is that there are very big differences in demographics represented here on this board. Not really noticing where "Fairfield" (is that what it was, sorry) who started the thread is located, the question sounded as "small town/city" to me."

Thanks Rhonda.
 
Or does anybody care? Too happy with wire services?
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Fairfield my friend, that question is easy to answer. As long as they are making money. That is what it all boils down to, profit. Unless we have some florists here who are sadists and like to endure the headaches of a WS and lose money.

You might say, like I have in the past, but they give money to the ones that compete against us? And I reply to you, as played to "The Apprentice" tv show... Money money money moneyyyy.... MONEY.

You might also ask, but these guys on here, who sign up with the realflorists and talk bad about FTD/TF, support them each month with a check. And I reply to you again, as played to "The Apprentice" tv show... Money money money moneyyyy.... MONEY.

Sorry guys, I had to say it to let the new guy know, which took me months to figure out. Great now I have that song stuck in my head! lol
 
fairfield said:
I don't understand how CHOICE devolves into passing the buck. I guess maybe I should go back to TF and use their very expensive self-serving 'service' and their selection guide with it's over-priced arrangements. Then when sending an order, I simply type up the order into Dove, select a shop, and roll the dice. BOY, NOW THAT'S SERVICE!
MY customers are worth more to me than that! AND, I give them credit for using that thing on their shoulders. After all, the orders I get from out of state have skyrocketed. Even from Illinois. I think it kind of me to return the favor.
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We've been pretty much doing what Fairfield has been doing for several years now. We've also seen a huge increase in direct orders. And we've seen a huge increase in local orders. We think it's because we've been honest with local customers on this subject. And they're spreading the word to out of town customers to use the florist who was honest with them.

While giving them a choice, we tell them that Flowers by Wire is all too often a HORRIBLE CONSUMER VALUE and is an increasingly risky way to buy or send flowers because of the fact that there's just no room for value in the product IF everybody along the chain takes out what they SHOULD be entitled to in order to do the job. This not only tells them the awful hidden truth about the WS system. But, more importantly, it makes them think twice about getting involved in sending through any of the national OG's who're using the power of big bucks advertising to bombard and take our customers every day. Our little speech ALWAYS ties the OG problem, their takeover AND CONTROL of the WS industry IN THEIR FAVOR, and their ABSOLUTE DEPENDENCE on the system to deliver their products as a reason NOT to support the WS industry or use it to send flowers. Customers wishing to send flowers are just one more glorious opportunity to educate the true buying public on the reasons to use a LOCAL FLORIST and treat OG's and the WS's like the foraging rattlesnakes they are.

We still send flowers for some who prefer that we handle it and are willing to pay our charge for doing so. But we're doing it almost exclusively on a direct 100% basis now as we're phasing out the broken and unfixable WS model from our operation completely.

We don't send enough orders out to pay WS fees to do it, even if it was a safe way to send. And, as most WS sending has been captured by OG's who are competing directly against us in our own market, we have no interest in filling wire orders, even if there was a profit in doing so. Anything else the WS's have to offer can be had for less money elsewhere. So our decision has been made by their increasing costs, the competition they provide and enable, and their almost total lack of value for us.

As such, our decision to model our sending similarly to that of Fairfield was a No Brainer. We charge 100% and accept 100% of the responsibility for anything we do now. We give the same and expect the same when we send an order now. And so far, unlike all too many of our most recent experiences with sending wire orders (and like a lot of other people's experiences, according to all of the grouching that the Big Sender/OG operations are doing on the boards), we've had a 100% satisfaction and appreciation rate from our customers and recipients.

We like it. Our customers obviously like it. So we'll stick with it unless we change our minds. Y'all do whatever you want to with your money and your operation.
 
Dazeal said:
I go the extra mile too for my customer, I usually call ahead to a florist to talk to them and get a feel for their style and product. Be REAL to your customer, not how can you make money off of them..

Here's another great example of this... a guy comes into your shop and says, my wife's birthday is today and she loves white tulips, do you have any? Let's say you don't have white Tulips. Do you A, try to sell him another white flower, even though you know this is special or B make a courteous call for him around town to another florist to find what he needs? If you answered B, then you have your customer in mind, not the amount of money you can make off him with a dozen white roses or how much it cost you to get him into the store.



The service of wiring out an order, or even service itself is a dieing idea. The order of importance to most people is: Convenience, Price and then Service. Look around at business and tell me that isn't true. Maybe 30 years ago, that equation went the other direction, but not now that we live in the WalMart age of business.
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Brandon; I can't believe you typed this ....

YOur customer calls you or is in the store, you are willing to give them a florist's phone number so your customer can call directly, but before you give the customer the filling florist's phone number, you call the florist in the receiving city to make sure that florist has what your customer wants.

While you are on the phone, why don't you just give the florist your customer's order at 100 pct. Bypass the wireservice and just give the receiving florist full value for that order.

Guy in store wants tulips.

Whenever you don't have a particular flower, you send your customer to your competitor. Brandon, you are in business to make money, not redirect sales away from your business and to your competitor.

The service of wireing out flowers is dying

This is partially true. The internet and florist owned websites will continue to take business away from Wireservices. I don't think it will do that entirely.

Back on track...

Fair, I am just reading and responding what you typed.

In your original thread, you said a customer comes to you and wants you to send flowers out of town on their behalf.

Instead of doing what your customer wants you to do, you give them a phone number of a florist and in effect say "go do it yourself".

Other posters to this thread keep trying to bring in the WS's. I am not.

Why can't you send the order to the florist, bypass the wireservice and pay the receiving florist 100 pct for the order?


Rhonda I think you misinterpretted what I wrote.

Joe
 
We've been pretty much doing what Fairfield has been doing for several years now. We've also seen a huge increase in direct orders. And we've seen a huge increase in local orders. We think it's because we've been honest with local customers on this subject. And they're spreading the word to out of town customers to use the florist who was honest with them.

While giving them a choice, we tell them that Flowers by Wire is all too often a HORRIBLE CONSUMER VALUE and is an increasingly risky way to buy or send flowers because of the fact that there's just no room for value in the product IF everybody along the chain takes out what they SHOULD be entitled to in order to do the job. This not only tells them the awful hidden truth about the WS system. But, more importantly, it makes them think twice about getting involved in sending through any of the national OG's who're using the power of big bucks advertising to bombard and take our customers every day. Our little speech ALWAYS ties the OG problem, their takeover AND CONTROL of the WS industry IN THEIR FAVOR, and their ABSOLUTE DEPENDENCE on the system to deliver their products as a reason NOT to support the WS industry or use it to send flowers. Customers wishing to send flowers are just one more glorious opportunity to educate the true buying public on the reasons to use a LOCAL FLORIST and treat OG's and the WS's like the foraging rattlesnakes they are.
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Well said Charlie, see another thing we can agree on. We're making progress!

Joe, I understand what you are saying, but in small town USA, where word of mouth is everything, I have taken a different approach. I give the customer a choice by educating them... I can give you a florist direct or I can charge you $7 and do it for you, because time is money. 90% of the people we ask, would rather be taught how to fish and eat forever. You see a new loyalty in their eyes and often tell me, I never knew I could do that, thanks a lot.

Heheh :) Yes I send customers to another florist in town if it is something they REALLY need. Don't get me wrong, I try to make the sale, but if it is something special like a birthday and that is her flower, I think it is tacky and "Used Car Salesman" like to get the guy to buy something else. You should see the look on my customers face when i call another florist looking to help them, you see the loyalty in their eyes go up a notch for the extra mile. This is how it works in rural areas, imo. In a big city, It's a different game.

A local florist who has been in the biz for 50 years taught me something I hold dear. Don't spend time sabotaging local competition. The better they do, the better you do. Population is growing and time is too short for us to bicker and divide, when WS, big box and direct shippers are our real enemy. These three corp type business mock the real florist in their division.

Joe, do you think there will be a wire service in 30 years? Think about the age class, who will be dead and who will move into our target market and have at least 2-3 computers in their home. WS will be dead in the future. My prediction of 7 years isn't when they'll be completely gone and you are right, there will be a need for them, for a little while longer, but there will be a time when WS won't have a full network. WS like FTD will still be here in 30 years, but not as a network of florists sending orders, but through order gathering and direct shipping.

Instead of doing what your customer wants you to do, you give them a phone number of a florist and in effect say "go do it yourself".

Other posters to this thread keep trying to bring in the WS's. I am not.

Why can't you send the order to the florist, bypass the wire service and pay the receiving florist 100 pct for the order?
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Easy answer to that is time = money AND the fact that customers like to be educated and in control. They like calling the flower shop in the other state. Joe when you posted "go do it yourself" that is not the attitude we have when we go about this, but more of the "Did you know?". We ALWAYS give them a choice with complete respect and 90% choose to call the florist direct, so where I live, my customers are happy. Hey, remember the Andy Griffith show? That's where I live. :)

But I see what you are saying Joe, I already call the florist anyway, why couldn’t I spend 3 more min and place the order? I could, for $7 more, but from what I’ve seen, my customers would rather call direct and pick out something they choose themselves. So yes Joe, I stand behind what I posted and in my small world business is growing while another florist shop of 30 years just went out of business here. I think I’m on the right track to becoming a florist of the future.

If I were like 80% of the florists here who were in the WS before it got sour or inherited it along with the biz, I would have some type of exit strategy in mind. Herb is almost there and when he is, I might fly out east and we’ll go have that beer Herb. ;) Just one though, I’m a light weight.
 
Just, keep this in mind.....

IF you the florist, "offer" the "customer" the "option" of providing a phone number reference to another florist, in another area, and THAT FLORIST screws up YOUR customer's order(s), WHO you think is gonna get blamed for the poor customer service??
IF you want customers at all, TAKE the order, SEND the order, and GUARANTEE your customer that ANY problems WILL BE taken care of!!
It's called "service" and consumers understand that "service" has it's associated costs.
IF YOU do not want to be a "sending" florist in your business mix, DO NOT OFFER any reference to it!!
 
still missing the point...

Mikey: IF you the florist, "offer" the "customer" the "option" of providing a phone number reference to another florist, in another area, and THAT FLORIST screws up YOUR customer's order(s), WHO you think is gonna get blamed for the poor customer service??

Jason: If another florist screws up an order, then they will be taking the blame. Like I said, I give my customers credit for that thing on their shoulders. My customers are intelligent enough give credit where credit is due. If I were to send the order through the wire service and it gets screwed up and my customer wants to know what happened, do I blame the other florist? How professional is that? Isn't that the true definition of passing the buck? Or, do I take the blame and risk losing a now pissed-off customer no matter how hard I try to make up for another shops' screw-up?

Mikey: IF you want customers at all, TAKE the order, SEND the order, and GUARANTEE your customer that ANY problems WILL BE taken care of!!

Jason: This is too flippant for a reply (Of course I want customers).

Mikey: It's called "service" and consumers understand that "service" has it's associated costs.

Jason: 'Associated costs', or more accurately, appropriate costs are now the norm for service. Guess what? The service of choice I offer my customer is FREE. If YOU don't do it then YOU can't beat it. Now, tell me what it MOST important to MOST floral consumers. If you answer service, then tell me why dollar amounts on floral orders are continually dropping. Are florists tired of making so much money?

Mikey: IF YOU do not want to be a "sending" florist in your business mix, DO NOT OFFER any reference to it!!

Jason: We don't make reference to sending flowers since we dropped TF.

Sorry if I seem a little hot over this. My intentions are not to offend.

Jason
 
Sorry Mikey,

I thought your reply was to my original post. I didn't realize you were adding thoughts to the most current ones. My bad.

Call me ignorant, just don't call me stoopid. I kan lern.

Jason
 
Just wanted to say that we do offer the same deal to any customer that wants to send out of our delivery area. We look up the florist in the area they are sending too and give them two or three to pick from. We take the time to educate them on how to look for one using the many directories and share with them the costs that they are saving. Many of the customers are very thankful and I have seen many of them calling us up later to have orders delivered by us. I feel its a good way to do business and I haven't seen any problems with doing this at least affecting our sales in store. I agree that the costs involved in getting customers to call us is something to be concerned about however I feel that the reputation we recieve out ways the cost.
 
Jason,
We do a little differently. We try to affect the credibility of the OGs with this script without sounding like sour grapes.

"We don't wire orders any more because the whole 'flowers by wire' system has been hi-jacked by middle men. If you order flowers out of the area through anyone but the florist filling the order, 40% of your money goes in the pockets of middle men. Here is a web site where you can get the names of florists in that town. Call, save the wire charge, find out what he has, how much his delivery charge, etc etc."

We've done this for a couple of years and have gained many new customers through word of mouth, and they tell us why they came to us, because we were honest with the customer who told them of us.

Stick to your guns, you are right for you. Pete
 
Daz,
I once saw a sales clerk in a large department store call a competitor across the street to ask if they had a certain color garment for a customer, and then sent the customer there. I knew the store manager and told her about it. She said that is her policy, when a customer comes in, find it or declare it not available. She believes the customer then knows her store is the place to start looking because he never has more than one more stop to find it.

We do the same. If customer wants peach roses, we show them what we have and then if they don't buy, we call around and find them or find out no one has them in our tri city area. They always come back and thank us profusely.

Pete
 
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