Smart strategies for tough times: A florist shares tips on networking

Despite a tough economic climate, florist Karin Crawford of God’s Garden Treasures in Tempe, AZ, (pictured here) firmly believes in the power of networking to grow her business.

Florist Karin Crawford

“People do business with people they know,” she says. “I get multiple orders every week thanks to my networking.”

So how did she reach out since her start seven years ago? First, build on what you have. “Get to know your clients, especially people in sales like realtors or insurance brokers,” Karin suggests. "Ask them what networking organizations they’re in and ask if you can attend a meeting."

She also tapped the local chamber of commerce, then branched out to several other groups, such as the Arizona Wedding and Event Network and business referral specialists, BNI.com.

According to Karin, local BNI chapters are set up with one representative for each profession and many chapters don’t have a florist member. Her chapter gave training and networking how-to’s as well as referrals. “Within two months, I had a new corporate client.”

Another great source: eWomenNetwork.com. Participants are women who tend to have at least some disposable income, which means they match Karin’s target demographic.

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Still, she acknowledges that many florists have a hard time carving out time in their schedules to attend events. “Many floral shop owners feel they can’t get out of the shop,” she says, adding that it took a while to get her staffing mix right, which allows her that time away. “It’s hard to let go and change old habits.”

But in a business where a personal touch means so much, it's vital to build and leverage your contacts. "I want people to think of me whenever they think flowers."

And here’s a top-notch tip for any event. Floral design is visual, so whenever you can, bring a sample of your shop’s work, ie a centerpiece or bouquet. After all, it’s a super way to advertise!

Finally, be aware that you’ll meet people who might not become customers for several months. Be patient and keep yourself out there. “Even if they don’t need flowers at that moment, now they have you in mind,” says Karin.

Flower Fact of the Day: Salinas, Calif., recently selected the mum as its official city flower. On Nov. 1, they’re celebrating their flower power. Read more at: http://thecalifornian.com/article/20081014/NEWS01/810140318.

Jacqueline - Editor

October 15, 2008

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Tracy Iglesias

Networking events are fantastic ways to grow business, be an attendee, and also especially with not for profit associations, please offer to sponsor an event and set up a booth, or provide flowers for one of their events so members can see your arrangements first hand. Regardless of your denomination, offer to provide the flowers for the weekly church services for various local churches, trust me, the members of the congregation notice the arrangements, churches are where many planning weddings, sweet sixteens and of course unfortunately funerals go to plan and seek support.

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