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20 



The Florists^ Review 



December 25. 1019. 



good price for small plants, but they 

 are not generally profitable when grown 

 in pots. The sashes ought to be enough 

 covering for them and should be taken 

 off early or else the plants will be 

 drawn. The best selling plants are from 

 seed sown July 10 to 20. Large plants 

 with five, six or more blooms are what 



people want. Those planted in frames 

 bring about 5 cents each and those from 

 the open. ground as low as IY2 cents each 

 in the latter part of the season. Al- 

 most every trucker or flower grower 

 around Kenilworth, in northeastern New 

 Jersey, grows from half an acre to sev- 

 eral acres of them. Charles Frost. 



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TATE'S TIPS 



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MAKING NEW FLOWER BUYERS 



In tlie Wage-Earning Class. 



~ Since the beginning of the late war a 

 new prospect has presented itself for 

 the serious consideration of the florist. 

 The prospect I refer to is the increased 

 number among the wage-earning class 

 who have become regular purchasers of 

 flowers. These could be greatly in- 

 creased by education and soliciting. If 

 such a prospect were to present itself 

 in any of the large mercantile lines, the 

 sales agent would follow it up until the 

 business was well in hand, but in that 

 instance, however, it would be simply a 

 case of individuals having use for a 

 certain line of goods and the salesmen 

 could work on them all the time. With 

 regard to flowers it is an entirely diflfer- 

 ent proposition; the need for flowers 

 by those referred to comes only at stated 

 times and in the majority of cases at 

 times of bereavement. To solicit busi- 

 ness at such a time requires much deli- 

 cacy, discretion and tact, yet in every 

 large city of the country much of this 

 is done. This is looked upon by many 

 as not ethical. 



After giving this subject much study 

 and thought, I am thoroughly convinced 

 that the manner of approach of the 

 solicitor is the reason that this form of 

 soliciting business is looked upon as un- 

 professional by those engaged in the 

 florists' business. 



Is There a Legitimate Way? 



Is there not some diplomatic wav in 

 which to approach a bereaved family, 

 so as not to add sorrow to the family 

 at such a time? In fifty per cent of 

 such cases the business is there, and 

 often, at such times, flowers are not 

 thought of until some one reminds the 

 family of them. In many cases it is 

 the first time they have had occasion 

 to use flowers, and, consequently, they 

 have no particular i)lace to purchase 

 them, even though they think of them. 

 Here is the opportunity to develop busi- 

 ness and to make, by courteous treat- 

 ment, a new customer. 



I have known florists who looked 

 down upon this mode of doing business, 

 but who would not hesitate to pay an 

 undertaker a good commission to do 

 it for him. Surely a florist could offer 

 better suggestions than an undertaker. 

 I have known florists who would have 

 their solicitors at the newspaper offices 

 when the first copy of the paper came 

 off the press, to go over the death list 

 and be at the house of bereavement be- 

 fore daylight. This jiractice gained for 

 them the sobriquet of "crape puller," 

 yet in this crude way they have built up 

 a large and lasting business. One of the 

 things which did much to harm this mode 



of soliciting was the fact that it opened 

 the door for unreliable florists; that is, 

 persons who were after the money and 

 nothing more. 



We will assume there is much business 

 to be had in this field; let us look into 

 the matter and see if there is not some 

 legitimate way to go after it. 



Discretion and Dignity. 



To do this the morning papers must 

 be your help. You will have to get out 

 early to obtain a copy of the first issue. 

 You must have a good form letter pre- 

 pared. In writing this letter, let it be 

 strictly a business one and remember the 

 one who will receive it is in deep sorrow. 

 Have good stationery, giving your busi- 

 ness address and telephone number; say 

 you specialize in funeral offerings, and 

 that a call on the telephone will bring 

 your agent to their home with a line of 

 samples to select from. Don 't nmke your 

 letter too long, but have it to the point 

 and remember it is to give you the op-' 



portunity you desire. This is all going 

 to take work, but no business ever suc- 

 ceeded without work. 



When you have addressed your letter 

 from the early issue of the paper, mail 

 the letter at the postoffice, as it should 

 go out in the first delivery. In most 

 cases it will be received while the family 

 is at breakfast. This will bring the sub- 

 ject of flowers to their attention. If you 

 get a response, send a good, discreet 

 salesperson, with an album of designs, to 

 call. Above all, after an order is pro- 

 cured, let it be everything that was 

 promised. 



Now that you have an opening, I would 

 suggest that a folder of some sort be 

 mailed at regular intervals. Flowers 

 will be wanted for the cemetery and 

 often flowers will be required on happiej;; 

 occasions. Indeed, I know of no better 

 way to reach this new class of possible 

 flower-buyers than this. A death in a 

 family is the only means of your getting 

 this business, but once you have secured 

 the business, it will be your own fault 

 if you do not hold the patronage of this 

 family. Tate. 



BUSINESS EMBARRASSMENTS. 



Tacoma, Wash. — The assets of the 

 Hayden-Watson Floral Co. will be sold 

 at auction December 30 at 10 a. m. at 

 911 Pacific avenue by the receiver for 

 the company, in pursuance of the 

 court's order of sale of December 12. 

 Creditors are notified to file their claims, 

 properly verified and with itemized 

 statement attached, by January 15 with 

 the receiver, E. K. Murray, ^306 Fidel- 

 ity building, Tacoma, Wash. 



MOTT-LY MUSINGS 



"Judging from present appearances, 

 we shall have a record-breaking holiday 

 trade," observed A. J. Binley, of Glens 

 Falls, N. Y., "taxing our equipment 

 and, we hope, filling the exchequer." 



• • • • 



Crandall's Flower Shop, of Glens 

 Falls, N. Y., made a specialty of made- 

 up baskets for the holidays. It is an 

 excellent way of working up plants that 

 will not catch the eye as single speci- 

 mens. 



• • • • 



W. W. Hannell, of Watervliet, N. Y., 

 had a good stock of cyclamens, which 

 sold freely at $5 apiece, in striking 

 contrast to a few years ago, when 50 

 cents was the limit; one of the strongest 

 evidences of advancement both in cul- 

 ture and appreciation of values. Be- 

 gonia Glory of Cincinnati, poinsettias 

 and heather were also in large supply. 



• • • • 



Sambrook Bros., of Troy, N. Y., fea- 

 tured combination baskets. A few sam- 

 ples made up around Thanksgiving 

 started the ball rolling, so to speak, for 

 sales have been steady since that time. 



• • • • 



Jas. G. Barrett, of Troy, N. Y., has 

 been, as usual, busy with funeral work, 

 and anticipated a banner holiday trade, 

 having a fine general stock to meet the 

 demand. 



Henry Bensel, of Ballston Spa, N. T., 

 prepared a fine stock of plants for his 

 holiday trade and anticipated a record- 

 breaking demand. 



• • • • 



Henry Schrade, of Saratoga Springs, 

 N, Y., was strong on cyclamens, poin- 

 settias and begonias and expected to sell 

 all at higher prices than heretofore. 

 Carnations were also in prime shape. 



• • • • 



Julius W. Eger, of Schenectady, N. Y., 

 was strong on holiday stock, attractive- 

 ly displayed. Plants, both berried and 

 blooming, seemed to be in larger de- 

 mand than usual. The old favorite, 

 Jerusalem cherry, sold well. 



• • • • 



• Hatcher's Floral Shop, Schenectady, 

 N. Y., showed holiday plants in good 

 variety, grown at Hoffmans. 



• • • • 



The Mohawk Greenhouse Co., of 

 Schenectady, N. Y., had the usual stock 

 of well grown plants suitable for the 

 holiday trade, which Manager Matthews 

 believed would exceed all records. 



• • • • 



The Rosendale Flower Shop, of Schen- 

 ectady, N. Y., is a striking example of 

 the magnetism of publicity, having been 

 one of the first to appear in the columns 

 of the Pink Part of The Review, to be- 

 come a member of the F. T. D. and to 

 adopt the slogan, "Say It with Flow- 

 ers." "To this strong trinity we con- 



