As the funeral business changes, so does the way a florist handles its sympathy business. This was the main message conveyed by two florists and a funeral director, who were featured on an educational panel, "Your Role in the Changing Funeral Industry," during SAF Palm Springs 2007.

Time management, open and honest communication and staying alert of trends in the industry are some the key things florists have to keep in mind to remain successful in their sympathy work.

Scott Smith, owner and funeral director of Eastgate Funeral Home in Dallas, Texas, says the shift from the traditional burial to cremation can actually be a big opportunity for florists.

"More times than not, the body is not present, there's no casket," Smith says. "The florist needs to understand that their arrangement is going to be the focal point."

Paul Raimondi, president of Raimondi's Flowers in Baltimore, added that one of his stores' most popular features is its unique and personalized arrangements, which include themes ranging from the religious to sports, depending on the personality of the deceased and the family's wishes.

"Customization is a large part of our industry," Raimondi says. "We start those arrangements at $500."

Both Raimondi and Jim Osburn, shop manager of Pesches, Inc., in Des Plaines, Ill., have an unwritten rule against cold-calling a funeral home.

"You should never cold call," Raimondi explains. "They don't have time for that. We send them a personalized letter about what we offer and tell them to expect a call later on. Then when we call them we can tell them more, and set up an appointment to meet personally with them."

Osburn says his shop delivers an arrangement to accurately demonstrate to the directors what his shop can do.

Smith also says funeral directors appreciate it when florists stay open on Sundays and are on time for deliveries to the home or graveside. 

For other tips on sympathy business work, check out SAF's Marketing Tips and Tools or the SAF Resource Guide. And for more about SAF Palm Spring 2007, stay tuned for the Floral Management November Issue.

--Kori Kamradt
kkamradt@safnow.org

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