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.

read more   | Source: www.flowercouncil.org 

Tags: flowers, florist, holland flowers, training florists, flower shop

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