Wholesalers Prepare to Petal It Forward on Oct. 23

Wholesalers say the key to a successful Petal It Forward lies in solid preparation.

No one knows that better than the Bill Doran Company, a wholesaler with 20 locations nationwide, who has participated in Petal It Forward since 2016. Michelle Friebel, sales and marketing manager, said her management team orchestrates the event each year, planning, contacting the farms, setting prices and then educating their managers and sales force about the October 23 event. After that, they print and send “save the date” cards, create friendly competition among branches, and get the word out to customers. Starting early allows customers to plan ahead, she said.

“We relay the information and provide material to all of our location managers and they do their own promotions with their customers. We also set a goal for each of those locations. We try to make it a fun thing,” said Friebel, who sends a link of SAF’s Petal It Forward video to get sales staff and their customers reinvigorated.

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