|
|
 |
On The Level With Neville: February/March 2011
Celebrating Mom |
|
Written by Neville MacKay
|
When we kids were little, we would pick bouquets of dandelions for my mum. She always said they were too pretty to have in the house, so perhaps we could put them on the picnic table for all to enjoy. We lived in the middle of nowhere, where few cars went by (the school bus, the mailman and the guy up the road going to the liquor store), but they all got to see the treasures we collected. It wasn’t until years later that I learned my mum hates the smell of these flowers, and couldn’t bear them in the house. When I asked her why she didn’t tell me, she said that she didn’t want to lose the love and joy we all got from this simple gesture.
Great memory, isn’t it? I love my mother and I am so thankful for every minute I get with her. Many of us feel this way, and it’s that sense of love we need to draw from to attract customers at Mother’s Day. It’s not about how much “stuff” we can jam into our shops, but the feeling and the care we put into each order. I always think that if it isn’t good enough to send to my mother, then it isn’t going out!
We all know, are, have or will be a mother, so Mother’s Day is truly a celebration for all of us. We all want the very best for our Mother and with the right approach you can assure your clients that you can deliver their sentiments, regardless of where they live. Here at our store, we put photos of our mothers in the window along with some beautiful flowers. Everyone then knows how important these women are to us and understands we know how special theirs are to them. This also starts conversations about who each lady is and further develops that sense of confidence we need from our customers.
I speak on TV, on radio and on stages all over, and I never miss an opportunity to chat up the importance of flowers on special occasions, including Mother’s Day. (My mum is forever asking me not to embarrass her when I talk of her!) I know we all don’t have the “gift of the gab” like me, but we can all try to speak publicly more often. Don’t sound like an infomercial, whatever you do; tell a story. Remember that information merely tells, while a story sells. Call your local paper (they’re always looking for story ideas), get on Facebook, send e-mails or shout it out your front door. Tell the world about the benefits flowers have and how Mum (or Mom) would love to receive a beautiful bouquet from her child.
I have often told the story of how, when I was a child, my mother would have me go count how many blue, white and pink morning glories were blooming that day by the back door. I am forever thankful to her for teaching me to count by using these pretty blossoms. (And she knew I’d be busy for a time!) You also must have a story to tell, and if you don’t, use one of mine! You may remember the smell of lilacs at Grammy’s house, how the tulips around your mother’s house were always late blooming, or the time you caught your parents “doing it”…well, maybe not that memory!
Let’s talk a bit about add-ons and upgrades. I know how easy it is to plop a “Happy Mother’s Day” pick in with a bunch of flowers, but really, can’t we do a little better than that? Come on, I’m sure that’s very inventive, but there are other ways to say “I love you” than with a plastic pick. Try putting a plant in a lovely ceramic planter, or fresh flowers in a nice vase or ceramic pot. Teach our customers that having their flowers arranged is an extra treat for their mother; talk about the added longevity of fresh flowers when we arrange them, how much floral food to add, which flowers go best together, and the best ways to design them. If any of you are a little rusty on things, be sure to go to Canadian Florist magazine’s website for links to photos and information on care and handling, design techniques, etc. – there are many resources out there. (I’ve done several videos on the Oasis Idea YouTube Channel.) Tell your customer to bring in a special vase, or better yet, buy a shiny new one from your shelves, and make their gift more personal.
One last thing: A bow is just a bow. Don’t make it the be-all and end-all! A bow should be a subordinate to the plant or floral piece, and NOT the focal point, which sadly, is exactly where many stick it. Oh my, that really upsets me; I think I need a pill.
Happy Mother’s Day to all of you! Remember: smile, be thankful and know that the flowers you send out will impact a lot of people. Now, go on, embarrass your mother – I do it all the time!
|
|
|
