How to Create the "Ideal Customer"
By Julie Anderson

     The "Ideal Customer" is one who has no limit on consumption, and no objection to price.  Unfortunately, this does not exist, and never will, due to the diversity of human beings.  However, the best way to create the "Ideal Customer" is to keep the word & image in the forefront of everything you do; from gathering data, putting together a program, to merchandising your products in the stores. 

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How To Compete in an Ever-Changing Market
By Julie Anderson

   The challenge of conducting business in this continually changing environment has put tremendous pressure on the operation and marketing of your company. Isn't the goal to bring the right product to the right people at the right time? 

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What Constitutes the "ideal buyer"?
By Julie Anderson

Buyers need to leave the lines of communication open. Returning e-mails and phone calls on a timely basis, especially in an urgent situation, is critical in maintaining a working partnership. They need to be accessible!

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What Constitutes the "ideal vendor"?
By Julie Anderson

What is the ideal vendor? In every sales transaction there is a buyer and a seller. In today's world of doing business, it seems that this relationship is under more pressure than ever. Frustration, confusion, anger and ultimately abandonment of the partnership seem to be the norm as companies adjust to the new business model. 

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International floral distributors learn how wholesale florists work with mass marketers at owners' meeting
by Cindy Long

The annual International Floral Distributors owners' meeting
was held Oct. 22-25 in Grand Rapids, MI. Nordlie's, an IFD
member and floral distributor in Grand Rapids, hosted the event..

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Unleash Your Inner Creativity
Get out of the creativity graveyard in
time to boost your Halloween Sales.
by Julie Anderson
(original article FLORA Magazine September/October 2001)

It's easy to focus your business on one bottom line profits.

   But have you buried your creativity so you can survive in a black and white business world?
   Whether you are one of the consolidated companies going through aftershocks, a company being prepared to sell or one of the few that are privately owned-it can seem like the results are all that matters.
   When do we get time to stop and smell the roses?

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Fueling Flowers-to-go
An industry insider offers tips to
 increase your premade bouquet sales
(original article FLORAL RETAILING April 2001)

   A half-empty bucket of tired-looking, premade bouquets sat on the sales floor for several days. Meanwhile, busy employees passed by, moving boxes, rearranging plant displays and mopping up messes. Eventually, one of the staff noticed the bucket and tossed out the weary flowers. By that time, hundreds of customers had passed by, glanced at the bucket and grimaced at the shriveled foliage and brown blossoms. It wasn't a pretty picture.

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   Yet, sales of premade bouquets paint a rosy portrait for those florists who know how to purchase and merchandise them effectively.   

Encouraging Holiday Sales Blizzards
by Julie Anderson
(original article FLORAL RETAILING July 2001)  

   What weatherman doesn't love a big storm? After all, it's a lot more exciting to forecast the extremes in weather events than in predicting a ho-hum "partly sunny/partly cloudy" day.
   Similarly, any optimistic florist is going to be more excited about a forecast of sales blizzards than simple sales flurries for the upcoming winter :holiday season. If you want to accurately predict sales for your store, take time now to begin estimating what the holiday is likely to bring.

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The more preparation you do, the more accurate and successful your own sales forecast is going to be.      

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