Let’s be honest, retailers buying straight from importers and growers has been happening for years. While buying direct has its benefits, wholesalers need to recognize what they can bring to the table and capitalize on it. Wholesalers have unique advantages to guarantee customer confidence by managing partnerships, product offerings, cold chain logistics, and utilizing online platforms. The key is leaning into those strengths and showing customers why you’re more than just a middleman.
Here are some practical strategies to keep your business thriving.
- Be More Than a Supplier—Be a Partner
The industry is shifting. Partnerships and communication are now more important than ever. Your relationship with customers shouldn’t end at the sale. Ask yourself: How can I help them succeed beyond just providing flowers?
- Be the eyes and ears of the industry for them by sharing pertinent information.
- Recommend resources that increase efficiency and profitability.
- Share floral trends and new product lines.
- Offer marketing ideas for seasonal promotions.
- Host quick training sessions on flower care and handling.
When you position yourself as a resource, not just a vendor, you become indispensable.
- Use Your Local Advantage
Being local is a superpower. You can:
- Drop by regularly to check in and gather feedback. Never assume pain points or that you will be told no. Figure out what makes them tick or what problem you can solve and start building trust from there.
- Jump in to save the day when they need a last-minute order or a quick fix. This industry is no stranger to “Floral Emergencies.”
Your ability to be in their backyard and respond fast is a huge selling point. Make sure customers know it.
- Keep Your Cooler Stocked and Inspiring
Your cooler should be a place customers rely on for everyday staples and high-end novelty flowers using brands they trust. Carrying flowers that spark creativity and takes the risk off them sourcing it is a win for them. Supplying from brands they trust for quality and fullness builds confidence.
Consistency and quality matter. If they know you’ve got what they need and something exciting they didn’t expect, you’ll stay top of mind.
- Promote “Support Local”
Remind customers that buying from you means supporting their community. Create campaigns that highlight the local impact. People love knowing their dollars stay close to home.
- Tap Into Farm Relationships
When the market gets tight, your farm contacts come in clutch. Use those connections to secure product and keep your customers happy, even when supply is scarce.
- Keep Flowers in the Cold Chain
One of your biggest selling points is ensuring flowers remain in the cold chain from farm to customer. Emphasize this in your marketing that it is a critical factor in product longevity and quality.
- Make Online Ordering Easy
Convenience is crucial. Retailers would have the ability to:
- See real-time inventory quantities and selections.
- Be more in control of their purchases by choosing vendors or varieties.
- Access competitive pricing or custom packing.
- Place orders 24/7 efficiently.
- Streamline purchasing
The benefits of online ordering don’t stop with the retailer. The wholesaler has the advantage of taking pressure off their sales staff answering phones and taking orders. This allows extra time for targeted conversations with customers. Online ordering can also strengthen wholesale partnerships with their preferred vendors depending on what platforms they use.
Plan Your Next Move
Retailers buying direct isn’t going away. Wholesalers can absolutely thrive by focusing on what makes them unique: local presence, strong relationships, and added value beyond the sale. Running a business in the floral industry takes a lot of work. Anything you can do to offset their load will not go unnoticed. Be the partner they can’t live without.
Jenna Ferleman
Baisch & Skinner, INC.
