Design Show at Ensign Wholesale Floral

The Utah Professional Florists Association in conjunction with Ensign Wholesale Floral Presents:

An Elite Occasion

"The Floral Component"

Featuring : Joyce Mason-Monheim AIFD, PFCI, AzMF

Where:

Ensign Wholesale Floral

461 South 600 East

Salt Lake City, UT

When:

Sunday, April 19

9:00am - at the door registration

10:00am - 12:00 - first half of show

12:00 - 1:30pm - lunch and shopping

1:30 - 3:30pm - second half of show

Cost:

$20.00 at the door

$10.00 for all members of the Utah Professional Florist Association

Show Sponsors:

Utah Professional Florist Association

Smithers Oasis

Amy's Orchids

Modern Display

Specialty Linens

Catering Provided By:

Utah Food Service

UPFA Members at the Design Show

UPFA members Callister imports hosted a design show with Hitomi Gilliam on March 29, 2009. Here are a few of our members who were in attendance:

March 2009 President's Message

Valentines has come and gone, with it there have been several positive reviews about sales and some a little less encouraging. I feel that many of you took to heart the current financial situation and planned accordingly. By doing so you were prepared and fared well. Those of you who did not prepare, I hear have a very grim out look. At times like this I think it's better to prepare and fight then to sit and sink. Take some time today to look at 4 areas of your business that can always be improved and must always be monitored for success.

Make it Sparkle: Get into the showroom and clean it up. Products that have not sold and are showing wear, discount and get them out. Use some elbow grease and give your showroom a good cleaning, like your mother would do. When customers come in things will look fresh, and clean, creating a positive image for your store.

Make it Sell: Look at your current buying patterns and eliminate things you "love" that are not selling. Whether its plants, gifts or fresh flowers, now is the time to keep your inventory moving so you have cash flow. Purchase only those things that move regularly or that you can use in multiple ways. Are you planning your flower purchases against actual flower sales to minimize waste? Do you have policies in place that encourage your sales staff to sell the flowers you have available, and do they know what they should be selling?

Make some Sales: Take a look at all those business cards of people you said you would contact or would like to do business with and do it. You never know what will become of that relationship until you try. Networking is a great FREE way to get the word out about your shop. Also call your member wholesalers and see what unique special you can offer. And then be sure to give people a reason to buy. My sign is going to read: Recession Free Bouquet 9.99. Return on Investment: Beauty=100%, Joy=100% Smiles=100%.

Trim the Fat: Are there some things, services or staff positions you can cut? Could you have the windows washed every other month? Are there phone lines that could be eliminated? Is the really "fun" designer producing enough to make money? Each shop is different and each has unique areas which may be in need of improvement. As you examine your shop, consider the annual savings that a combination of small improvements will provide. Sometimes these changes and cuts may require you to do a little bit more work personally, but it could mean the difference in you being here in 6 months or not.

I have found that little changes can have big results. If you are not sure how or where to start, call me or another talented board member. I always come away from board meetings with new ways that I can improve. I know any one of the board members would be willing to share their wisdom with you.

Warm Regards,
Tracy Barlow AIFD, UPFA President

February Newsletter from UPFA

Hello everyone. Here is the latest edition of the Utah Professional Florist Association's newsletter with a message from our President, Tracy Barlow AIFD. Look in the following weeks for updates on news and events from UPFA.





Dear Friends of the association,
I hope you are looking forward to Valentines Day. It’s always a time of stress and hassle but it’s a great time for each of us to put our best foot forward and remind our customers why they love to shop at our stores. That special touch we can give each design, our friendly service that isn’t found in the box stores, our delivery service and the list can go on and on. I always remind my staff this is a huge day because some customers only order flowers a few times a year so we have to WOW them, with the above mentioned benefits, so that they want to keep shopping with us.
Even with a slowing economy, love will still be in the air this Valentines Day. But you might have to fan it a little. I recommend that you still advertise to keep your message in front of customers. Make sure that message is the same one your employee’s are sharing with guests. Even the smallest of staffs can hold a training meeting and review delivery procedures, and special designs you are offering, holiday prices, and some customer service training. Most importantly make sure you are organized. Now more than ever you need to know what your costs are and how much you need to sell your product for. You have to be the business person you should have been during the times of plenty.

We are working hard to get our volume buying opportunities lined up for spring. Kathy Thomas and her committee are in the planning process so we can get information out to you soon about that. And I am Thrilled that we will be hosting our first of many education workshops at Ensign’s on April 19, 2009. Another educational opportunity I fully endorse will be held Sunday March 29 with the theme "Wedding Glitz and Glamour" presented by Hitomi Gilliam at Callister Imports. I believe you can learn something everywhere and you have to take advantage of those opportunities. So support these fabulous wholesalers who are an anchor to our association and industry. If you know of anyone who is interested in the association or if you have any comments contact me at thbarlow@yahoo.com.

Happy Valentines Day,
Tracy Barlow AIFD
President of Utah Professional Florist Association