March 16. 1922 



The Florists^ Review 



The florists whose cards appear on the pages carrying this head, are prepared to fill orders^ 

 ■"— from other florists for local delivery on the usual basis. . 



FOREIGN SECTION 



BRUSSELS, BELGIUM 



MCOr^T TTF The leading FIX)R1ST 

 . r rV^U 1 C, 20 Rue des Colonies 



Prompt service ansrwhere In BELGIUM, 

 HOLLAND and GERMANY, Orders 

 filled to your entire satisfaction. 



CABLE ME YOUR ORDERS FOR 



FRANCE 



MARY :: FLORIST 



S7 Rue LaDeyrouse. near the Etoile 



PARIS, FRANCE 



CABLE US YOUR ORDERS FOB 



ENGLAND 



With flfteen important shops in good centers, we are 

 the largiBst flonsts in EInsland and better equipi>ed 

 than anyone else to carry out cable orders. 



DINGLEYS. Ltd. 



Head Ofllee: Cambridge St., MANCHESTER 



LIVERPOOL Branch. 2 Parker St. 



SHEFFIELD, ENGLAND. 

 WILLIAM ARTINDALE & SON 



FLORISTS SEEDSMEN NURSERYMEN 



Amsterdam, Holland 



C. THIM, Florist V. Baerlestraat 56 



ber of everyone asking for credit should 

 be on the order sheet, in case the order 

 must be taken before the standing of 

 the purchaser can be looked up. Also, 

 in busy times we have the telephone 

 number to call the customer back if 

 that should be necessary. Do not be too 

 anxious to extend credit to people who 

 probably haven't a charge account any- 

 where else. 



Another bad thing in taking charge 

 orders is to get an address like Seven- 

 teenth and Cherry streets or Thirty-first 

 and Olive streets. "Why not get the 

 exact address I There are four corners 

 at every intersection. They may be all 

 flats, with sixty or seventy families liv- 

 ing there. Residences that lie between 

 the river and Twentieth street and the 

 West Bottoms and Paseo are usually 

 dangerous. While we might say that 

 sixty, seventy or eighty per cent are 

 good, why lose the twenty per cent? 



Getting Full Name. 



One great thing in credits, and it is 

 said by one of our best credit men to 

 be a big thing, is to get the first name 

 of the man or woman spelled out in full, 

 lie says, "I will charge you fifty per 

 cent less for collecting an account where 

 the first name of the person is given, as 

 John Smith, instead of J. Smith, or 

 James Brown, instead of J. Brown, and 

 so on. 



Another thing in credits is that often 

 Mr. Henry Brown will have an account, 

 and Mrs. Henry Brown makes a pur- 

 chase, charging it to Mts. Henry Brown. 

 The bookkeeper opens up another ledger 

 page, when, with a little inquiry, she 

 would have found out that Mrs. Brown 



In the upper left-hand corner of Fisher's letterhead is this 

 delightful illustration 



A Letter from Karl Fisher 

 That Will Interest You 



Dear Mr. Stumpp: — 



I have wired this morning-, an order for ten dollar roses to 

 she delivered to Stateroom No. 280, S. S. Adriatic. 



xThis is a small order but there may be larger ones and it is 

 a safe guess that they will be sent to the house which back.'^ 

 the helpful ads that 1 enjoy reading. I do not know where you 

 got the idea of using humor and philosophy in your advertise- 

 ments, but I do know that the ideas which I have taken from 

 you have helped me to build up my business. 



You may be interested in a little explanation, s* here goes: 



My business will be nine months old on the first of next 

 month and up until I started here the only u.ses for flowers 

 were when they were sent with "Sympathy" cards attached. 



The only business here is the mining and shipping of coal 

 and we have the two largest mines in the world here. The 

 greater percentage of the people are foreigners: Italians, Croa- 

 tians, Lithuanians, and some Greeks, Germans and English. 



So you can see that I had to do some brain work to figure 

 how i could reach these people. 



The daily papers were useless, as this class could not read 

 English. So I wondered why I always read your ads. and 

 when I came to the conclusion that it was because they were 

 worth reading and contained the element of humor, I made up 

 my mind. 



My store is next door to the post ofilce, and they all call for 

 their mail, so now they have some sort of a funny picture to 

 look at in my window every day. 



I am no artist, which accounts for them being funnier than 

 intended, and each picture bears a short message. 



Well, it worked! 



Yesterday, for Valentine Day, 1 had as many ordors from 

 coal miners, boot-leggers and gamblers as I had from the 

 upper crust. 



So I want to thank you for the idea I stole from you. 



Don't forget me with your P. T. D. orders for this part of 

 the state. 



I can handle anything south of Centralia. 



Webster's Greenhouses at Centralia will handle anything 

 north and he is a real booster for the F. T. D. 

 Yours for the F. T. D., 



/(O/t^/^A*^ — J 



New York* 8 Favor' te Flower Shop 



Phone Plaza 8190 Fifth Aveixue at 58th Street 



would just as soon have had the order 

 charged to Mr. Henry Brown. This 

 would save the opening of dozens of new 

 pages in our ledgers. 



It is a good idea to ascertain whether 

 the customer has moved, and if so, to 

 put on the order sheet both the old and 

 the new address for the benefit of the 

 bookkeeper. A man may wire an order 

 from a distant city, and the bill is 



sent there, whereas it should have been 

 sent to his address here. Only careful 

 people will note these most important 

 and valuable points. 



In taking information for charges it 

 is well to divide your time and not try 

 to get all the information you desire at 

 once, but perhaps take a part of tlio or- 

 der and get a part of the credit informa- 

 tion, then the rest of the order, and 



