Ton Verzijl has been running his own flower shop in Holland for a quarter of a century. During this time, he has also been traveling the world training florists and shop personnel. Through the years, he has visited hundreds of wholesalers. With each visit, he sees something that could be done better.
Just as a flower shop tries to entice consumers to buy their products, wholesalers should do the same thing with the florists. In his training, Ton therefore deals with the four “Ps” from the marketing mix – product, price, place and promotion.
Incognito
When he wants to show a wholesaler what his business looks like to others, Ton first visits him incognito as an ordinary customer. This way, he can take a leisurely look at the product presentations and how the wholesaler receives his visitors and talks to customers. “If I arrive in the afternoon for a training session, I see some people looking a bit flustered. “Shoot, you are the trainer,” they call out in despair.” Verzijl says with a hearty laugh. Making people aware that they can do their work better is the first step to actual improvement.
Product: get to know your focus group
Verzijl: "When it comes to the products, I check how they are displayed (in water or in the box) in addition to whether they are priced fairly, whether they are fresh and what the quality is. However, I pay particularly close attention to the products that are being offered. This is an ideal way for a wholesaler to anticipate the needs of the florist. Therefore, get to know your focus group. For which reason do they need flowers – for the business or the consumer market? For events? Make sure you understand this and gear your product range towards it."
Price: expensive is better
A lot can be said about price. Ton Verzijl is often surprised about the exaggerated amount of attention given to low-priced products. "A disproportionate amount of attention is often given to low prices. As a wholesaler, you can also decide to offer more expensive products – quite simply because, proportionately, they offer a much better value for money. If I go to a wholesaler’s facility, I am usually only interested in 10 percent of their product range. The other 90 percent is qualitatively below standard."
Place: extra service
Despite the arrival of the Internet, the “P” from place of purchase is important. By displaying wholesale products in color, or by using various product themes, you give customers new ideas. Verzijl: “And you can demonstrate added value with your service – a delivery service, for example. But also by offering good advice. It is precision work. If you need pink roses and, because you ordered them from far away via a computer screen, you receive lilac tints, you have a problem. You can see the products “in the flesh” at a wholesaler’s facility and touch them. That’s a huge advantage.”
Promotion: tempting
In terms of promotion, according to the trainer, there are many opportunities to serve florists skillfully and meet your customer’s every wish. New techniques bring efficient communication within reach of everyone. Ton Verzijl: "From my wholesaler, I receive a weekly digital newsletter with products being offered – not too many but five selected varieties. There is always one that I end up buying. And then you always buy more than planned – haha!"
To be continued
Ton Verzijl provides presentation and training for the Flower Council of Holland to florists and retail managers. He can draw from nearly 40 years of practical experience as a florist and floral designer. In the near future, he will discuss several “Ps” from the marketing mix in detail on this website.
