January 2005, the start of the New Year, the time for making resolutions for all the things we hope to improve in the coming year. And where better to start than with your business. Every business needs fresh injections of creativity from time to time, and often the best place to find this creativity is among your own staff members…all  your staff members, from the skilled professionals to drivers and cleaners. These people know your business. 

You'll be amazed by their original insights. Start this new year by resolving to challenge your staff's creativity. Challenge them, for instance, to offer ideas for recreating your store. Are they satisfied with the store's overall look, lighting, window displays? How would they do it differently? Make this brainstorming process fun and rewarding, a contest perhaps, giving gift certificates to those who come up with the best ideas. This collective process also creates intimacy: Each staff member will feel a valued part of the 'team'. Brainstorm with your staff regularly: keep tapping into their creative energy, keep generating the fresh ideas that'll help your flower store flourish all year long!  

Original alternatives

Valentine's Day is another excellent opportunity to inject originality and creativity into your business. Yes, February means Valentines Day, and Valentines Day means roses. But a rose is a rose is a rose…more ordinary than 'special' at this time of year. Cultivate the market…the customers who appreciate originality. Is the annual grabbing of a bunch of roses on the way home from work really thoughtful? This Valentine's Day, set a modest target for selling 'non-rose' arrangements. February also marks the onset of spring, so offer Valentine's Day alternatives to those customers who value originality and uniqueness, such as lush mixed bouquets of spring flowers from Holland, tied with a romantic ribbon. This year, create new demands for Valentine's Day flowers! 

More with less

Given the current dollar to euro exchange rate, Dutch flowers can be pricey. So be creative. Selling flowers is selling priceless, fragrant beauty. Wonderful fragrance, stunning colors are rare commodities, so less can be more. Market the exclusiveness of pricier stems. Be creative with packaging. Use up-market presentation to help sell. Five stunning tulips artfully wrapped in colorful paper and cellophane is a complete, irresistible item that customers won't mind paying slightly more for. Be creative with a few stems of hyacinth, using this flower's wonderful fragrance to sell. Do more with less. Maintain a varied, daring product line that satisfies many different tastes and budgets. Unleash your staff's creative energy in 2005. Dare to be different. Buy in some unusual flowers. Take calculated risks. What better way to start the new year than with a challenging resolution: in 2005, my store will be one where customers simply cannot resist making a purchase!

Questions or Comments
Please send your questions or comments for Els to: info.us@flowercouncil.org