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Wholesalers Welcome Seattle Profit Blast

Wholesalers Welcome Seattle Profit Blast 

ALEXANDRIA, VA — December 16, 2014 — Wholesalers are urging retail customers to spend Sunday, Jan. 25 at the SAF 1-Day Profit Blast in Seattle. DVFlora, DWF Wholesale Florist and Frank Adams Wholesale Florist are underwriting the event, which features four top sessions inspired by programs from SAF’s last annual convention.

Attendees rate a salesperson’s performance after Tim Huckabee’s secret shopper call during his popular “CSI: Flower Shop” presentation — one of four top sessions on the agenda at SAF’s 1-Day Profit Blast in Seattle on Sunday, Jan. 25.

Dave Gaul, AAF, sales and marketing manager for DWF, sees underwriting the Profit Blast as “a win-win for everybody. Florists get four excellent educational programs in one day for a very reasonable cost; and wholesalers strengthen relationships with their retail customers” by helping them be more profitable.

“There seems to be a real hunger for education here in the Portland area,” said Scott Isensee, the general manager at Frank Adams Wholesale Florist. “We offer programs about twice a year, and they’re always a sellout.”

Isensee has been hoping to have sales pro Tim Huckabee out to present an educational program for his customers. Florists can hear Huckabee make secret shopper calls and take home sales strategies for upselling during the “CSI: Flower Shop — Live!”session at the Profit Blast in Seattle.

All of the presentations at the 1-Day Profit Blast will be valuable to florists, the wholesaler said, “the topics really seem to complement one another.” Also featured on the 8-hour program:

  • “Adding Profits — and Pizzazz — at the Design Bench.” Jerome Raska, AAF, AIFD, PFCI, CAFA, CF, of Blumz by…JRDesigns in Detroit explains how to create standout arrangements that command higher price points and set a floral shop apart from competitors.
  • “Online Branding: Content is King.” Renato Sogueco walks florists through social media and web strategies to improve search engine ranking, build their brand and protect their reputation online. Sogueco is the chief information officer at SAF and authors the “Plugged In” column for Floral Management magazine.
  • “Capture Media Attention for Valentine’s Day and Beyond.” SAF President Shirley Lyons, AAF, PFCI, offers practical perspective on working with local media. Using examples from her shop, Dandelions Flowers & Gifts in Eugene, Ore., she explains how to generate powerful, free publicity by becoming the “go-to” florist for area news reporters.

“I know Shirley’s enthusiasm will be infectious,” Isensee said about Lyons, who has worked with Frank Adams Wholesale Florist for a number of years.

“Everyone who attends the Profit Blast is going to take away great information,” Gaul said. “Hopefully they’ll also leave with a better sense of the bottom line value of SAF membership.”

Retail florists “are the foundation of our family-based industry. When they’re strong and profitable, the entire industry benefits,” Isensee said. “We’re ecstatic about hosting the Profit Blast in the Northwest.”

To register for the SAF 1-Day Profit Blast on Jan. 25 in Seattle, visit

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