10 Principles of Floral Design
of applications. Designers also require a basic understanding of techniques
for using living plants, fresh fl owers, artifi cial fl owers, and dried materials.
The skill set for a designer includes the ability to create designs using
an assortment of materials and mechanics. Designers may use containers
made of glass, ceramic, plastic, and wood. Knowledge about a large variety
of mechanics such as the gauges of wires, tape varieties, and glues, is
crucial. They need a complete understanding of how to use these materials.
For example, wiring techniques vary among the types of
fl owers used in corsages and bridal bouquets. Knowing
how to work with ribbon and other accessories is also
useful.
Salesperson
Friendly employees with good customer relation
skills are prime candidates for sales positions in the retail
fl ower shop, Figure 1-9. Florists deal in the expression
of sentiment. Employees who can understand what a
customer wants to express through fl owers can sell the
customer the right type of design. A sales position also
requires a good understanding of the fl oral materials
being used. Salespeople who can blend their knowledge
of materials and supplemental products to grasp what a
customer needs can strengthen the business by creating
and keeping a strong customer base. It is also necessary
for a salesperson to deal with disgruntled customers
who are unhappy with the service or an arrangement
they received. Effective salespeople have empathy for the
customer and know store policies on how to resolve this
type of situation. They also know that it is in the shop’s
best interest to make the customer happy and salvage
possible future sales.
Delivery Person
Service is the nature of the fl oral business, and
delivery personnel are a large component of that
experience. Whether it is to deliver birthday designs to
the home, bridal bouquets to a wedding site, sympathy
arrangements to a funeral home, or cheery creations to
the hospital, delivery personnel are a critical component.
They are often the only representative of the business
seen by the recipient of fl oral gifts. By driving in clean,
well-maintained vehicles and dressing in a professional
manner, delivery personnel make a good impression.
This is important because if the recipients are impressed,
they may remember the name of the business and
become customers in the future. A good delivery person
is priceless for the image of any type of fl oral business,
Figure 1-10.
Iakov Filimonov/Shutterstock.com
Figure 1-9. A good salesperson greets
customers with a smile and pleasant attitude.
auremar/Shutterstock.com
Figure 1-10. It is important that your delivery
people make a good impression because they are
the face of the fl orist shop to the recipient.