Communication Could Increase Florists' Commercial Account Purchases

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  • 1 Former Graduate Research Associate, at Department of Horticulture, Auburn University, Alabama. Current address: Environmental Care International, 6161 North Washington Boulevard., Sarasota, FL 34232.
  • 2 Associate Professor, Department of Horticulture, Auburn University, Ala.
  • 3 Professor Emeritus, Department of Horticulture, Auburn University, Ala.

Two surveys (one of 101 florists and one of 122 businesses) determined that florists spend little time or money recruiting commercial accounts. Poor communication among businesses and florists was a problem. Of the responding businesses, 91% were never contacted by their florists for any reason, and the methods florists did use for recruiting commercial accounts were incompatible with the means that businesses used to choose florists. Because 79% of businesses made some type of purchase from a florist during the year, florists could pursue commercial accounts as a way of increasing sales. When recruiting new accounts, florists should consider businesses' product preferences, peak gift-giving times, and purchasing preferences.

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