Chapter 1 Careers in Floriculture 13 present products in a visually exciting manner. If you enjoy both fl owers and food and have a passion for visual display, you may fi nd a fulfi lling job within the catering business. Online and Wire Service Florist Beyond traditional phone orders, fl orists also fi ll online orders. A customer can see designs for sale and order them via a website for delivery without verbally communicating with a fl orist. Website development and functionality are of high importance to this type of business. High-quality images and easy ordering are critical components of site development. The website must be easy to navigate and should look appealing to potential customers. This type of job requires the foundation of a good fl orist plus the ability to work effi ciently with computers. If you enjoy working with computers and developing websites in addition to working with fl owers, this aspect of a fl oral career may appeal to you. Wholesale fl orists also offer online ordering options for their customers. Retail fl ower shops can order frequently needed fl oral materials and supplies without spending time on the phone or in person to place the order. However, ordering wholesale products online removes the benefi ts of personal salesmanship by a wholesale fl orist staff member. Retailers who want advice or news about the latest fl oral varieties and trends may prefer to speak with a knowledgeable employee at the wholesale company. Also, when an order is placed over the Internet, whether with a wholesale supplier or commercial fl oral vendor, a quality control check is critical. Wire services are also an option for Internet sales. Organizations such as Telefl ora® and FTD® (Florists’ Transworld Delivery) provide an outlet for retail fl ower shops to target a larger audience than an individual shop’s website Pro Tip Outdated, unprofessional websites without social media connections will not help your business. Invest in a quality website—it represents you and your business! Iryna Prokofi eva/Shutterstock.com Figure 1-12. Floral accents on tables usually complement the occasion’s color scheme. Copyright Goodheart-Willcox Co., Inc.