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On the Level with Neville: Spicing Up Sympathy
Spicing up sympathy |
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Written by Neville MacKay
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Many of you (that can still see to read) will remember when we had to stuff wire wreath frames with dirty wet moss mixed in with bugs, rabbit droppings and other treasures. (So much for the “good ol’ days” theory!) I hated doing that job, so I decided that when I had my own shop, I would NEVER suffer through that process again. I know this is still done by many florists, but now with foam bases available, the labour cost is much lower. The weight of the finished piece is also reduced, so stuffing wreaths isn’t as popular a practice as it was.
Like most flower shops in the world, we offer flowers for a variety of occasions at my shop.
Basically, we have flowers for everything “from the womb to the tomb” and since all flowers celebrate life, there’s always a reason to send them.
One of the biggest reasons to send flowers is a funeral. For florists, it’s getting harder to get this business what with all the “in lieu” poop-a-loo in the obits and cremation services. We have to work harder than ever to get the funeral business we once did, and we need to change and grow with the times. As professionals, we have to be more than an order taker, asking “Would you like the piece on page 53 in pinks or yellows?”
Years ago, I worked with a lady who would burst into tears whenever a grieving family came in the shop – and she broke down way before the family did! I learned to be compassionate (without being an idiot) early on in the game.
Selling a funeral can have its challenges, but with a little practice and patience, you can get the job done and have your customers leaving happy with the knowledge that you will look after their needs. I call myself “Man-Landers” when I’m called for advice and assistance with funerals or weddings. (Strange how the two somehow parallel each other!) When meeting with a family, I always get them to tell me a bit about the person they have lost, so I can get a better idea of who they were. I ask about what they did for a living, their hobbies, if they gardened, etc. This shows the client that you are actually interested in them, not just the order you’ll get. It gives the client a better sense of confidence in a time of turmoil, and also can allow you as a designer to better offer your talents. For example, I did a piece for a casket once that had a hornets’ nest in the centre! (I screamed a little inside!) The gentleman was an entomologist (he studied insects) and his children brought one in for me to use…how nice. Others have brought in a guitar, jewelry, and one family even arrived with car full of garden tools. By doing this you also can help guide customers toward something that may be a little less traditional, more modern, or more the style of your shop. I mean, think about it, there will be a lot of people looking at the arrangements you created, so use this to your advantage. There are few greater compliments than when you get one for your funeral work, especially when it comes from the funeral director!
Now, don’t think you should never do a “Gates Ajar” or “Broken Heart” again if those are staples in your business. What I really want us all to do as designers of beautiful floral arrangements is to really start showing off our talents! I know, I can hear you saying, “But this is what my customer is looking for!” Well, here’s the thing: If you don’t offer or show them anything else, then they won’t know what to ask for, will they? As an example, a beautiful garden design loosely arranged in a vase is a wonderful way to sell flowers to those who think flowers will go to waste by not being enjoyed afterwards. We do a lot of these for funerals, especially for cremation services, and have gotten a lot of business from them. Using exotic flowers or creating a more contemporary style of design also makes for a piece that not only stands out from all the others, but one that sparks interest and conversation. Believe me, folks remember things like this!
It’s all about being remembered for beauty, service, quality and design, so when the urge hits a person to buy flowers, you’ll be the one thought of! We are lucky here in Canada to have so many talented and dedicated florists, and I know we can regain and grow the funeral business by sharing and showing what we can do… so show off your stuff! Like the busty blond said, “If you’ve got it, FLAUNT it!” And, we’ve got it!
Neville owns and operates My Mother’s Bloomers in Halifax and lives close to Peggy’s Cove with his partner, David, three cats and an overgrown garden. For more info on Neville or to book him for a show or talk, check out www.mymothersbloomers.com .
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