It’s clear that both the florist and the wholesaler depend on each other, and maintaining a good relationship only benefits both parties. For this month’s edition of Point of View, we talked with John Forsyth, vice-president of cut flower operations at Florists Supply Ltd., to get a wholesaler’s perspective on the florist/wholesaler relationship.
First and foremost, Forsyth says the number 1 reason that a florist and wholesaler should maintain a good rapport is that the wholesaler helps support the florist week in and week out. The wholesaler has a vested interest in the business because, as Forsyth puts it, “we only survive if the retail florist business survives.”
Dependable Connection
 Most florists and wholesalers interact with each other on a weekly basis. Through this constant communication, the florist can start to depend on the wholesaler for more than just products.
The wholesaler’s sales representatives usually have a good idea of the day to day operations in a florist shop. Forsyth says this benefits the retailer if the manager becomes sick and a junior associate has to step up. He says the sales representative can walk through the store with the temporary manager to explain what the shop usually orders and the process that goes into it.
Forsyth says predictability is a great thing for a florist and wholesaler to maintain. If a florist places their order every Monday at 9 a.m., then the wholesaler knows and expects this. “If for some reason the florist doesn’t call, the wholesaler can instigate the order so that the shop still runs.” He advises that if a florist knows that they won’t be ordering at their regular time in the coming week, they let their wholesaler know so they arrange to do it at another time.
When it comes to products, “the wholesaler is like a spiderweb of information,” says Forsyth. They can let the florists know what new products might be appropriate for them. If a particular problem arises with a product, the wholesaler can let the florist know what other florists are doing to mitigate the problem. “We can filter information from florist to florist,” says Forsyth.
Maintaining the Link
A relationship requires hard work to keep it in working order. Forsyth provides a number of tips for florists so that they can keep communications in tip-top shape.
First off, Forsyth advocates that florists always order early. “If you have an event booked six months in advance, then go ahead and book the order with your wholesaler,” he says. And when you do book, Forsyth says to plan substitutes in advance. From his experience, Forsyth has found that the florists with the least amount of stress are those that sell by colours. But even this can be problematic and Forsyth says florists should develop a colour communication tool with their wholesaler if they choose to order by colour. A standard colour chart puts the wholesaler and the florist on the same page.
Money Matters
Payment and pricing can often be touchy topics for both wholesalers and florists and many a relationship has suffered as a result. Wholesalers often offer credit terms to retailers with strong credit and Forsyth says that they always prefer that retailers understand the payment terms and stay within them. “If you can’t [stay within terms], then give us a call and explain why. We can come up with a plan. Give us an idea of when we can expect the payment.”
In regards to product pricing discussions, Forsyth says florists should pick their battles. “I think negotiations are great but you can’t do it 52 weeks a year.” He advises that florists look at the situation and negotiate when they think it works best with the relationship.
In the end, one of the best things that florists can to do establish a good relationship with their wholesaler is to let them get to know you and your shop. “Invite them into your store to give them an idea of your corporate image,” says Forsyth. Florists should take the opportunity to talk with their wholesaler, ask them for advice and let them know if you’re having trouble with something. Chances are, they’ll be willing to help.
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