HAPPY NEW YEAR!!  I would like to wish you and your family all the best.  May 2007 bestow upon you and your loved ones plenty of good health, wealth, and happiness.

January is an odd month in my opinion.  It signals the midpoint between the winter holidays and the chaos that is VALENTINE'S DAY.

There are a few things that must be done immediately:

• Have you called in your order with your wholesale florist yet?
• Do you have enough essentials such as wire, ribbon, glassware, and foam?

Remember to average your last three year's sales and order accordingly.  Always add a few percentage points and make it your goal to increase your bottom line by at least 10%.

Wise is the florist who searches out new and innovative strategies for increasing sales and revenue.  You need to set yourself apart from the competition by offering customers a degree of service and quality they can't get anywhere else. 

If you keep a file of your customer, it's a good idea to print up postcards and send out direct mail.  You can custom design postcards or purchase stock postcards from companies such as John Henry Company. The trick is to offer the customer a bonus if they place their order early.  For example, 10% off, a free mylar balloon,  discounted delivery rates, or a small box of chocolates if they place their order by February 1st.  It's extra touches that make customers aware of your attention to detail and assure repeat business.

Remember to decorate the store accordingly.  Always have a bowl of candy near the register.  There is something about free sweets that seems to break the ice no matter where you go.  Believe it or not, customers notice and they do appreciate your efforts.

This year, make a concerted effort to stay abreast of the trends that are prevalent in floral design across the country.  Of course, use common sense when putting new trends into your work.  Only you know your clientele and what they expect from you.  I mean, let's face it, what might be all the rage in New York City might not exactly please someone in Idaho.  I always stress that we should educate our customers, but not alienate them.  Consider who the flowers are being sent to.  A young professional career person might enjoy something sleek and edgy (think callas bound with chartreuse aluminum wire) while an older more traditional person might not (think baskets with traditional blossoms).

Finally, try to keep this year as stress free as possible.  Always remind your customers that life is measured not by the breaths we take, but by the moments that take our breath away. I can't think of anything more breathtaking than a gorgeous bouquet of flowers...can you?

We have reached the end of another column.  I hope you enjoyed reading it as much as I enjoyed writing it for you.

February's article will include some great ideas for Valentine's Day and some tips for using stuff that might otherwise end up on your design room floor.