Thursday, August 6, 2009
SAF E-Brief Article
Ga. Wholesaler Takes On ‘Phantom Florists,’ Talks Up Customers in Article
When the local newspaper called Georgia State Floral Distributors Inc., to interview the owners for the weekly business spotlight, they did what they always do: thought of their customers.
While they made sure to highlight the wholesaler’s 55 years in business and their ability to satisfy “90 percent of all florist’s needs,” they turned the interview toward their customers and what readers should know about supporting local businesses.
They are three Collins brothers: Cecil "Len" Collins Jr. and Pat Collins are the owners and their brother, Darrell Collins, works alongside them as general manager. They took over the business, formerly named Georgia State Wholesale Florist, from their father, Cecil, 23 years ago.
Len used the opportunity to tell the paper about "phantom florists" — non-local toll free or online floral delivery services — and deceptive phone listings.
"You get your money's worth when you call a florist,” Len told the paper. If we can get customers to realize that if they talk to a brick and mortar shop, they're going to be happier, get a better deal and get fresher flowers. And you'll get the order right because you're talking to the designer."
Talking up the value of retail florists, Pat told E-brief editors, is just common sense. “Small businesses have to be in this together, building relationships with other local vendors, and local customers is what we do every day we’re here,” he said.
Try this:
* Use your 15 minutes of fame to educate readers about issues important to the industry and your bottom line. Talk about deceptive phone listings and the importance of supporting local businesses. Emphasize that the biggest impact is on the consumer, who is misled into thinking they are ordering flowers from a local shop. Provide tips for consumers when ordering flowers.
* Give a shout out to your suppliers when talking to reporters, especially if they’re doing helping you run a more sustainable business. If you’re a wholesaler or grower, talk up your customers. When their business is good, so is yours.
Amanda Long
Original Article Featured in Augusta Chronicle:
http://chronicle.augusta.com/stories/2009/07/20/yrb_541473.shtml
Subscribe to:
Posts (Atom)