FSG Workbook

Making the Most of Your FSG I hope you are as excited as I am about receiving this new Teleflora FSG! Teleflora has listened carefully to partner florists about what they would like in a new FSG, and it shows. Use this FSG in the following ways to maximize revenue in your shop:

Tim Farrell AIFD, AAF, PFCI FSG Florist Advisory Panel

• Guide undecided or inexperienced customers through the Counter Book and Sympathy Guide to determine their floral preferences and appropriate price range. • Use the pricing stickers provided to add prices to all arrangements in the book. This will help the customer select something in their price range, and gives you the option of showing the suggested retail price or a custom price based on your own costs. Note that the Deluxe version is shown in most cases, so price accordingly. • Streamline wire orders sent to other florists , by enabling the customer to see what the recipient will receive, in addition to facilitating communication between florists. There is no room for interpretation when describing an arrangement in the FSG. • Set realistic expectations for the customer, informing them that certain flowers might arrive in bud form and that substitutions might be necessary based on availability or seasonality. • Use the Workbook to see all three versions of a bouquet , along with the corresponding recipes and dimensions for each.

• Guide families through the Sympathy Collections , which include the most sought-after color collections and coordinating pieces, to make shopping for the service less stressful. • Distribute custom spiral-bound versions of the Sympathy Guide , which can be personalized with your shop’s information, to funeral homes as a tool to expand your sales. • Try out the new digital version of the FSG, which is easy to navigate on your laptop, tablet or smartphone. Use the digital Counter Book and Sympathy Guide with customers and the digital Workbook to look up recipes when designing. • Download bouquet images from MyTeleflora.com to use in your marketing and social media, and anywhere else you need professional photography. I know this FSG is a tool that will provide wonderful sales growth opportunities for your shop, while delivering a very professional image for your business at the same time!

Acknowledgments To create an FSG that is both beautiful and practical, Teleflora enlisted a panel of respected florists from across the country to offer their perspective, guidance and design expertise. We thank them for their participation. FSG Florist Advisory Panel:

Carol Caggiano AIFD, PFCI Design Team Lead Jeffersonton, VA

Tim Farrell AIFD, AAF, PFCI Farrell’s Florist Drexel Hill, PA

Bert Ford AIFD, PFCI Ford Flower Co. Salem, NH

Alex Jackson AIFD, AAF, PFCI Happy Canyon Flowers Denver, CO

Joyce Mason-Monheim AIFD, CFD, AAF, PFCI, AzMF Designer Destination Tucson, AZ

Helen Miller AIFD, CF, CAFA Flowers & Such Adrian, MI

Julie Poeltler AIFD, PFCI, IMF, CAFA Julie’s Fountain of Flowers Lone Tree, IA

Michael Quesada AIFD, CFD Kaleidoscope Flowers Santa Barbara, CA

Jenny Thomasson AIFD, PFCI, CFD, EMC

Gerard Toh AIFD, CFD, CCF Natchez, MS

Cindy Tole AIFD, CFD Botanica Flowers & Gifts Greensboro, NC

Elizabeth Seiji AIFD Edelweiss Flower Boutique Santa Monica, CA

Stems Florist St. Louis, MO