that there was no other florist in the group. Suffice it to say that she now has a contract with the funeral director in the group. She was a member of the
International Women in Business Network for three years, and in 2011, joined the Ware branch of the new Athena networking group for women. The beauty of these groups
is that they have a ‘lock out’ policy that allows only one representative of any business at each branch. “I can’t understand why more
florists don’t do it,” says Sara. “I know it takes up time, going to the meetings, but it is definitely time well spent because you are putting yourself in front of potential clients, as well as learning about other types of business and generally picking up ideas and new contacts.
“I’ve gained so much business
from it, from one-off gift bouquet deliveries right up to weddings parties and events, and the contract with the funeral director. In fact, it’s fair to say that I couldn’t have survived without the networking.” Last year, Sara took on an
assistant in the shop so that she could expand her one-to-one networking efforts. Essentially, she took time out to visit people at their premises. “I spent an entire year smiling
and telling people about my business - and what I could do for them to help them change their business” she explains. “I went to hotels and
restaurants, pubs, solicitors’ offices, hairdressers and beauticians, all the time trying to convince people that flowers can make a difference to what they do.
I can’t understand why more florists don’t join networking groups. It is definitely time well spent because you are putting yourself in front of potential clients. I’ve gained so much business from it.
36 F&wb Autumn/Winter 2013
“I’m not saying it’s easy
– especially with the larger companies, which seem to be pulling the budget strings tighter all the time – but the key is not to give up. Not everyone will say yes, so when it’s a ‘no’ I just don’t let it get me down.” Sara has also started
booking space at local business exhibitions. “These expos are quite male- dominated so, in addition to my main display to draw in new corporate clients, I also run a competition for the men to get them signed up to my date reminder service and “get them out of the doghouse”. It has certainly helped me to build my database, which is invaluable to the business”.
Engaging the Customer She also interacts constantly with her customers via social networking – aiming her Twitter posts at business contacts and Facebook ones at retail customers, to ensure her information is more keenly targeted. Particularly successful on
Facebook have been Sara’s “Bouquet of the Week” postings.
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