Wire services / To quit or not to quit?/ Something to think about this summer

[artbeneva]

Is this the real issue on our industry? Is this really what florists are worrying about? If so, I would like to share a posting with another group;

Wire services? Why are they the focus? If they were gone there would be someone else doing something else. Why worry about them. There is nothing wrong with being in a wire service and using them for what they were originally meant to be, a transition source. Yes there was a time when they were your partner and now the area vendor. A vendor that offers many tools that are helpful and not so helpful, the choice is yours. A vendor belonging to FTD brags that they are getting reported for not filling an order. It is not becoming of a retailer. If you have an issue with an order, why air it out here? So that is not the point here, it is about fellow florists trusting reputable sources. I am one of the few shops who have solutions to offer to make retailing better.
Why sit here and gripe when there are solutions. If mine isn’t the best, bring on a better one. I would LOVE that. I too like everyone else am looking for better solutions. Self promoting? I always felt, if you do something well, let the world know. THere are so many talented florists in our industry and that hidden. While they are talented in design and know how to operate a florist, they sometime lack in marketing. DON'T KEEP IT A SECRET! When I share the study results I have found in retailing today, I see the shift. I invested and developed a tool to help my business and hundreds of others also using it. This is new, this is unchartered territory. This is typically where florists do NOT excel. Like I will never forget in 1994, florists would ask me if I REALLY think people will buy flowers from a computer! Look around you now. How many florists missed the early opportunities? The next bend is ahead. I always reference a sign in my office that reads, "A bend in the road is not the end of the road, UNLESS YOU FAIL TO MAKE THE TURN.

Quitting the wire service is a personal decision and not one to brag about. While you hear about some who quit and happy to still be "alive". There are many who quit and before too long, they start marketing. They marketing, CLOSING SALE 80% OFF! Or if they own the building, SHOP FOR SALE/or LEASE. NOW they start marketing. Those stories you do not hear about. You just hear the chat and the banter of those who feel this is the only solution. Do you really think it was the wire services fault? I would say there were many more operational issues If they are not a good fit and you don’t see value, don’t belong. It is like any other wholesaler. If you decide not to buy from a vendor, do you get excited and brag about it? If anything it is sad. It is sad when the platform that built our industry is becoming unstable. If we pull the plug, the industry really hurts the most. Wire services don’t want to lose any customer if they are in good standing. Why would they? Many shops that quit are behind on bills and it is a relief in most cases to the wire service. On the other hand, they have helped many florists in hard times. (These too are stories you do not hear because florists don’t want to air this)
Wire services need you. They will all make it clear it is the backbone of our industry. The wire services have subsidized MANY programs that make it affordable for florists to use to improve their own business from websites, to POS systems and more. Yes you can say they tie you down but it all boils down to this, YOU GET ARE YOU PAY FOR. If you don’t like the program, get your own. There are many choices out there. BUT if you do use their systems, why complain. They too have to make money.
The point is this, I feel we should all be looking in the mirror and if there is a better way to do business, share it. That is what I would like to hear more about. (It doesn’t matter to me who owns it, just share)
I will close with this. I know there isn’t anyone out there who does not know what McDonalds is. I will then continue to ask if there is a bigger or better selling product than their hamburger. Knowing what the answer is (no) I will now ask, is there anyone who can make a better hamburger out there? So what is the difference between your hamburger and McDonalds? What is the difference between the hamburger shop down the street with delicious burgers and McDonalds? M A R K E T I N G. If you do something well, don’t expect the business to find you, PROMOTE-MARKET and ENDORSE. Self promotion? If you don’t feel excited and great about your product or what you do, how can you expect anyone else to?
As always, I welcome your calls or email. I hope you have a great Sunday and think today about these points and what may apply to you. Summer is a GREAT time to plan for more productive and efficient ways to use your shop’s time and resources.
(I hope you will join me at the SAF Growth solutions in Dallas June 21-23)
Art Conforti
941-308-3117

 

[concord]

Looking forward to reading the responses to this.
I have to say that I rarely talk to a florist that isn't displeased with the wire services. It's not just the florists here on FC. I did quit complaining, dropped them, and am doing better with out them. So if I share that with another florist I feel I am educating, not bragging. Every shop is different and should find their own answers to their unique situation. That's why it's important to read all the opinions, look carefully at your own numbers, and make a decision based on facts. The facts for me are that I do not benefit in any way from belonging to wire services. I also think that when you lecture everyone, Art, it is sounding very condesending which is probably not your intention. You need to understand that all flower shops are not the same. We have an unfinished product in common (cut flowers) and it's what we do with them, where we are located, (city, suburb, country)what we value, (some times that means time with family at the expense of our shops) and many many other variables. So just because you have been successful doing things your way, does not make everyone who does things differently wrong.

 

[artbeneva]

I totally hear what you are saying. Have you read the book e-myth? That was a big challenge as every hamburger shop was different and they all have UNIQUE customers that HAD to be dealt with OR ELSE.
This is how we all feel and it is ok. The truth is, if you weren't there, they would still buy flowers. Maybe not as nice as your designs, but they will. Yet if you consider an improved plan (not exactly mine) you could possibly do a better job and improve your bottom line. Mine is just a vision. I have not posted details here but have helped many shops with the details. Most shops at fist say, WHAT? Then after thinking it over, little by little it all comes together. No one has an overnight plan to make business better that will sustain.
Tim Huckabee is almost a must in your planning. It all begins in sales.
Anyway, my whole point is that the wire service is isn't to blame. Like you said, every shop is different. many shops do well as fulfillment centers too. To each his own, but the wire service seems to be the main focus and my only point is that maybe there are other areas needing the attention.
Thanks,
Art.

 

[artbeneva]

By the way, I always welcome ANY fellow florist to my shop, anytime. Please no notice is necessary. Secret shop me, feel the Beneva Buzz when you walk in. The attention, the details to our customers. I am VERY proud of that because it is what leads to beautiful design and prompt delivery. As us if we can deliver in an hour. This is what retailing is about. How can I speak so strongly if I am not doing it myself.
Art

 

[Sabrinas]

Sel Promotion is GREAT!! Your product is very intriging. It just belongs on a vendor membership, That's all I am saying. Get a vendor membership and promote away, I for one would respect you a whole lot more for it. But being a very by the book kind of girl i would never consider your product for my business until you do the right thing and post your self promotion and subliminal self promotion under a vendor membership - but that's just me, it's the principal of the thing. I am kind of black and white that way.

 

[artbeneva]

Honestly, I don't go into many areas on the site. I am MORE than happy to support a Vendor membership as well. I will contact Ryan. It is not like I wasn't willing to get one and I really do just mention my solutions in threads. But you are right, I should get one and explain in detail what we do for those who wish to learn more. Thanks.
Art

 

[Simon Says]

The WS as a business entity have molded individual florists into a form and fashion that suits the WS.

Various florists, for a variety of reasons, some unique, some common, have determined that the WS are not for them. Some florists did this a decade or so ago...some in the past week. Some use Flowerchat, some do not.

Those florists that have terminated all WS are, perhaps, akin to the folk in shall we say Egypt or Libya or Yemen or Syria. Like the inhabitants of those countries, they have "finally" said (to varying degrees), "Enough. We want something else...we want our freedom...we want our ability to screw up ourselves and not have you force feed us the cant you have for years." Those florists that have terminated some WS but still retain one are, perhaps, sitting on the fence, waiting to see if, for their own reasons, they will stop their final membership. Yet even these florists, like the peoples of Egypt who sat on the fence in an effort to see which way the wind was blowing have now, under their new political structure, a greater ability to make their choice without undue coercion.

For free florists everywhere, their reasoning for the termination may be complex and be all about not accepting the positioning and marketing that the WS are ramming down their throats. Attempting to foist containers with a certain style of arrangement is branding (& marketing) by the WS that a florist does not want: saying no to Kinkade or Martha Stewart can be seen as active re-branding at the very least by that florist. Telling a florist to make a delivery, regardless of weather conditions, because the WS wants to be able to tell the sender the flowers were delivered, whether or not they should have been due to the weather or circumstance specific conditions is a perfect example of a WS not giving a care in the world for the sender, recipient or florist: that is bad branding and being associated with it is not good, for anyone, especially the florist. Not following your own, published, rules and regulations, on an on-going basis makes one wonder why the WS break their own rules and maintain, for example, OGs, is not a branding example anyone should follow for it makes one ponder what other odious practices may foul the air.

Some florists terminate their WS because of the economics. If you truly cannot make a WS work on economic grounds, then you should quit (for the benefit of you and the WS). Such action may allow the florist the ability to spend money on marketing or branding or something else that they determine necessary - other than the WS making that determination for you.

Making the decision to remain in a WS is also the florists' decision and, if terminating is seen as "bragging", so can stoically remaining with a WS be seen as a medal of honor or, to use the opening salvo, "bragging".

The argument is made that the Internet has changed everything...and yes, it has. It has allowed WS and OGs to multiply...it has, probably, brought about the end of many florists. But florists who use facilities from the Internet such as Flowerchat, blogs, social media et cetera are learning. Some will learn quickly and as a result, may thrive - knowing all about the Internet and social media is not a guarantee of anything though, just as being a member of a WS is not an assurance of anything (other than monthly dues which some determine to be dis-proportionate). Some will take a while to understand the pros and cons of the Internet, social media, phone and tablet apps but that, also, is not assurance of anything. Some will muddle through until the next social/technological revolution (or evolution) in "x" years and then embrace it at the outset and go forth and multiply to the benefit of all.

As Helen of Concord Flower Shop has written, making it plain you do not like WS is not necessarily "bragging". She looked in the mirror and determined that there was a better way to do business and terminated her WS (as part of that determination). I looked in the mirror and I took heart from the peoples of Egypt et cetera and determined that there was a better way to do business: break free of (the tyranny) of the WS. I will be putting some of that saved money of monthly fees to improve my branding...improve my SEO marketing...improve my Internet practices...improve my demeanour and help put more of a best face forward each day to one and all (even the WS with whom I will not have to deal).

 

[secretgarden]

If anything it is sad. It is sad when the platform that built our industry is becoming unstable. If we pull the plug, the industry really hurts the most. Wire services don’t want to lose any customer if they are in good standing. Why would they? Many shops that quit are behind on bills and it is a relief in most cases to the wire service. On the other hand, they have helped many florists in hard times. (These too are stories you do not hear because florists don’t want to air this)
Wire services need you. They will all make it clear it is the backbone of our industry.

It is sad, it is sad that something that used to benefit so many has turned into what it has become. If the wire services and order gatherers were no longer available the general public would still buy flowers. Just as you said if a local shop closed people would still buy flowers. The only difference is they would buy direct from a florist, save on fees, get larger arrangements, and in general be better off. With the search engines, yellow pages directories, and so much more anyone, anywhere, can find a florist in the area they wish to send flowers too.
The branding of TF, FTD, 1-800, and Pro just offer a consumer a top of mind awareness and make it so they have to think less about where to buy them. When a customer comes into my shop and I am sending flowers out of town for them a quick google search can tell me more about that company then any wire service will. Those services do not care if you are a good florist, a great florist, certified, or working out of your basement. They just take the dues and send the order.

If the wire services allowed feedback like say eBay or Amazon I think that every florist and customer would be better served. Wouldn't it be great to be able to send flowers through a florist that had a 5 star rating for customer service, well that is what I do. I read reviews, it only takes a couple of minutes, just as long as it would to find a florist using dove or merc. I make the decision to send the flowers and give that florist 100%, my customers pay me $8.99 for my time or take the phone numbers that I provide and do it themselves for free.

And as for leaving, I owed TF nothing when I left, payed on time each month. They did approach me with free 6 months and the whatnot but even that was not worth it for me to be tied to their brand. Reading the reviews after a holiday made my decision to keep my brand far far away from the negative comments associated with the whole lot of them.

As you said it is the florists decision. For some I am sure it can be very profitable, for those that send send send and collect the rebates it works great for them. For us we just did not market ourselves that way. One reason was we did not like loosing control of the sale, after about 4 complaints in 6 months from customers that were unhappy with what had been sent, we stopped trusting the florists on TF just because they were listed on our dove. We started doing the research and have not received a complaint in the last 6 months (when we started doing this).

As for them looking out for the florists, please stop, I almost lost my lunch. Their job is to make money, period. They would sell you the moon if they could and that is that. Local wholesalers, some can be just as bad and those loose my business quickly. I do business with 3 fresh wholesalers and all of them understand my shop and my needs. If any of them tried to snowball me into something that would damage my business they would be gone in a heartbeat. My gift reps know that I do not want anything that anyone else has, they cater their visits to show me "new product" and when I point at something another shop has they let me know. I realize the shop down the road may buy some of the same merchandise as me, but that is when I will stop ordering it back in. So my reps know what is best for my shop, TF tried to sell me every container, ad space, and service based on the fact that everyone else was doing it so why shouldn't I want that too. The answer my friend is, I am an independent shop with our own unique style. That is what my customers expect and deserve.

 

[anytimeflowers]

Art.

Wire service is NOT the platform that built the industry I am in. Most assuredly they built the one you are in.

THINK about that.

 

[lori042499]

Nevermind, too long to even bother!!!

 

[artbeneva]

I have now received 3 messages about the conference. Please attend. I will be looking forward to meeting anyone wishing to visit. There is so much for all of us to gain together. We make not all agree about everything but one thing I is we need to see where that bend in the road is leading. The good news is, there is a lot of road ahead for local florists as long as we make the turn.
If I may make 1 suggestion to anyone wishing to hear it, PLEASE read E-Myth. It is a GREAT book and I am sure you will all relate to it. Even better news, I am NOT selling it!

Detaile of the SAF Growth Solutions are at http://benevasolutions.wordpress.com/

Thank you,
Art

 

[lori042499]

Lind, First off I love that...and agreed the wire services may have made some of our industry possible and may have built the internet part of our industry, but from what i read online after major holidays that that which they have built fails miserably at peak times and won't be tolerated by many for too long....they may have built something but I think that the internet has now spawned a new platform on which the people who take this industry to heart and not just their pockets do tell others about their passions to provide them the best service, but are willing to part with services that they feel the brand that provides these services is doing the public a disservice, geesh say that one ten times fast...Maybe Art feels that our leaving wire services should not be bragged about, I believe that if we make the decision based on their lies to the public and their failure to take orders responsibly and their over zealous upping of charges to florists to support the further deception of the consumer, we should let the consumer know we have made a decision based on their best interests especially if we are not growing in the wire out catagory and we gave up on marketing that part of our business... I think that the florists bragging and educating other florists that they too can make this decision and survive and thrive even, but that they will need to market and sell their own brand is not a bad thing for florists, I think it is empowering for the right florists willing to do the hard work to prosper even if it means some will fail, that is possible, but I would rather fail at my own hand rather than feel that I failed because I was bled dry by another company because I was too weak to break the cycle and fight for my own survival and sto[p the insantity of large fees for little use and benefit... I also think that florists bragging about their triumphts sp? might be a bit of a threat to business models like Art's because if all the florists being empowered to make their own decisins keep doing it, he may find that he will have a hard time filling his orders, and keeping 20% plus his rebate because he may just have to start calling out his orders to independent florists at 100% because they have taken their ball and left the playground and taken back control of their end game....and yes it is sad that some of these florists will go out of business despite their best try at taking back their business, but as in all business ventures that is the chance you take the very first day you turn the key in the door as an entrepenurial spirit...you take the chance of failing miserably or succeeding wildly or trudging along steadily with no real growth...it is the reality of small business and the skills that each entrepeneur possesses when he or she will get out of that business and knowledge is power...period!!! So I will continue to brag to other florists that I dumped the wire services and I have taken back the power to promote myself!!!

 

[lori042499]

Art, thanks for the free tip...it was a good bone to throw out there into the arena!!

 

[artbeneva]

You're welcome. Lots more in my bag. Call me anytime or come out to Dallas. I hope you will consider some of the solutions we all have out there. E-Myth is a must.
Thanks again,
Art

 

[anytimeflowers]

Art, I know about E-Myth. I have not read it but I'm always glad for recommendations for reading material. Which version have you read?

I think you might be making a broad assumption on this. Your shop for example was started by family members, correct? Where were they when they started the business, did they first work for somebody else?

My dream to own my own flower shop hit me at the ripe old age of 13. By the time I was in highschool, a lot of my schoolwork, especially Economics, (one of my favorite subjects besides art and music) was based on my eventual ownership of a flowershop that I would develop from the ground up. One of my most remembered reports for that class was a business plan. I researched the industry, so I knew up front what I was up against in relation to a start-up business of any sort, flower shops in particular.

I opened my shop 14 years ago, no wire service. My shop is 100% what I have made it. One of my most infamous sayings is "RUNNING a flower shop has very little to do with making pretty sh!t."

I do have a website so that people from OUTSIDE of my area who want to send flowers IN my delivery area are able to do so, no extra fees. It's a real shame that they get tricked into ordering from somebody else, thinking the somebody else is a shop in my town.

I will definitely read the book, though, just let me know which version. Thanks in advance!

 

[lori042499]

You're welcome. Lots more in my bag. Call me anytime or come out to Dallas. I hope you will consider some of the solutions we all have out there. E-Myth is a must.
Thanks again,
Art

I would come to Dallas if you would come here run my store and pay for me to go...other than that sorry can't make it this year..

 

[Lizi]

The promises of WS can be and often is what gets people to sign on the dotted line. I'm WS free and have been for 6 or more years. I've had them all, the fees are the biggest concern, followed by quality issues, followed by customer complaints about not getting a decent arrangement that they paid outrageous prices for.

Back in the day, all WS had requirements that you had to fulfill, such as designing arrangements for your representative, well stocked and clean cooler, a presentable store front, and so on and so on. At one point in my business, I was proud to say FTD or Teleflora, but that was a long time ago. Now, they will sign anybody up, no hoops to jump through. Their bottom line is making money.

I know a young girl that opened a shop 1 1/2 years ago, FTD and Teleflora promised her the moon, 80 or better orders coming to her town a month. She signed with both, told her she needed containers, Terminal and website, ads. By her first Mothers Day she was deeply in debt and guess what. No where near 80 orders a month, even with MD, she maybe had total of 40 from both WS. She is out of both now and detest them.

Teleflora and 1800 Flowers keep calling me, they have tons of orders coming to my town, they need me to be a member and fill for them. Ha! They really don't know what to say when I say I don't need them.

WS only care about THEIR profits. I care about MY profits.

It's about being able to service my customers, and I can do that without WS and so can other shops. I quit drinking the kool-aid a long time ago.

Maybe there is a better way, just haven't seen it yet.

 

[BOSS]

Wire Services are parasites on both florists and consumers. I will not associate my business with deceptive marketing, fake images, and faulty methods.

Yes, it is each shops individual decision. If there was one wire service that put ethics ahead of profits, I'd look seriously at that one, sadly there is not, nor will there be one in the foreseeable future.

 

[RWK]

From What I can tell, there MIGHT be a wire service that at least HELPS to achieve profits and from everything I can find, seems to not be deceptive......From the way it operates it seems to be a wire service. That is BBrooks

 

[artbeneva]

BBrooks is a fine option. Very well done.
Art