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Preparing to Sell to Florists

(4 customer reviews)


An Insider’s Guide to Finding Florist Customers,
Pricing, and Availability Lists
with Ellen Frost

Do you want to add a new sales outlet for your flowers? Ellen shares her strategies for successful selling to florists from years of buying directly from the farm. Get ready to sell by finding the best customers for you, setting the right price for your flowers, and pitching your product with availability lists. *Intro Video Below*

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Money-back guarantee within 7-days of course going live with no questions asked. Details in the FAQ.

Preparing to Sell to Florists

Are you wondering how to begin selling to florists? What does it involve, what do they expect? Is this a good potential sales outlet for you and your farm?  

This workshop is designed for growers looking to expand their business with the addition of sales to florists. Whether you want to sell to retail (brick & mortar) florists, event designers or studio florists, this course provides a roadmap to your first florist sale!

Ellen Frost, a floral designer and owner of Local Color Flowers in Baltimore, Maryland, shares her insider knowledge gained from over 15 years of experience purchasing flowers and foliage from local growers. 

In this course you will learn:

  • How florists work
  • How florists procure product
  • Wholesaler competition strategies
  • How to identify florist customers
  • Preparing your pitch for florists
  • How to determine your prices
  • Defining your value proposition
  • The importance of knowing your costs
  • Pricing strategies to consider
  • What florists want in an Availability List
  • Formatting options for Availability Lists
  • Best Practices for sending Availability Lists

Watch Ellen’s welcome video (above) to get a preview of what’s included in this course. 

Listen to Lisa’s latest Field & Garden podcast featuring Ellen Frost: Florist Sales: The Untapped Market.

How online courses work: Learn how you access courses from any device with internet, how you have lifetime unlimited access, the refund policy, and more here.

 *The Gardener’s Workshop online courses are intended for the purchaser’s private viewing including family members and employees.  All other uses are prohibited.

Meet Ellen Frost


 Ellen Frost loves flowers. Even more, she loves owning and operating a flower studio that exclusively sources local flowers. Ellen founded her company, Local Color Flowers, in 2008 as a part-time wedding floral business to provide Baltimore area couples a more sustainable flower option for their celebrations. Over the past 15 years, Ellen has grown Local Color Flowers into a thriving business adding floral design classes, corporate events, subscriptions, and retail as well as creative social and educational community events – all using 100% locally grown flowers. Ellen’s business is a vital contributor to Baltimore’s local economy and a vibrant community resource. Ellen, herself, is an innovative entrepreneur and expert in the floriculture industry sought-after for teaching, business consulting, podcasts, interviews, panels, and speaking engagements both locally and nationally.

A Masters of Business Administration (MBA) graduate and Leadership in Energy and Environmental Design (LEED) certified professional, Ellen has valuable credentials and years of business experience. Her training in operations management, supply chain, and social entrepreneurship provides a unique professional perspective among floral designers. With all her time in the classroom and boardroom, Ellen has not been shy to get her hands dirty. While achieving her Master Gardener certification from the University of Maryland Extension program, Ellen worked several seasons for Breidenbaugh Farm in Carney, MD planting, watering, harvesting, weeding (so much weeding), and selling at market.

Ellen was recognized in 2016 by the Association of Specialty Cut Flower Growers with the Allan M Armitage Award for Leadership for her business success, commitment to locally grown flowers, and role in developing the US floriculture industry. She has mentored and supported new growers in Maryland for years including a buying promise of the new growers’ entire first-year harvest. She writes a regular column for Cut Flower Quarterly with Laura Beth Resnick of Butterbee Farm called “The Farmer and the Florist.” Ellen has taught over 100 design and business courses to garden clubs, flower enthusiasts, budding entrepreneurs, and students from grade school to graduate school, in addition to her formal business consulting relationships.

Ellen is excited to tell the stories of her love affair with flowers and share her business insight and years of experience through her online course: Florist School Online: Growing Your Business with Local Flower Sourcing.

Note of interest: Listen to the podcast of the Botanical Brouhaha chatting with Ellen Frost about starting her business, how it works, and a list of how she is leading her business through the 2020 pandemic.

Listen to all of Ellen’s Podcast: Florists Buying Local. 

View Ellen’s blog: Vicarious Florist

Podcast: The Secret Power of Local Flowers, meet Ellen Frost

What Students Are Saying About This Course!

4 reviews for Preparing to Sell to Florists

  1. Amy

    Ellen did a great job with this course. Within the first few classes I had several key take-aways and items to prepare for as I approached my first florists this summer. Several of those key points were the exact questions florists asked me when I approached them. She gives a lot of industry insight and shares from her own experience as a florist interacting with farmers on a daily basis. This is a good course, and I’m considering taking the more comprehensive
    “growing your business with local flowers” with Ellen in the future.

  2. Jean Ames

    I just completed Ellen Frost’s class, Preparing to Sell to Florists. Ellen could not have been more thorough with this class. She included everything a grower would need to grow their business into excellence! I am very thankful for this class, and I would highly recommend it for all of my fellow cut flower farmers!

  3. Beth Holland ( Happi Harvest)

    Ellen’s course gave me the organization tips on how to put a plan in place. I’ve been selling to 1 florist and I knew I had more I could offer to others.
    I visited 3 florist and the first one bought $200 on the spot!!! I could not believe it. Floored. My daughter was with me and we both were so excited. I left samples to the other 2.
    I’m going to visit these florist each Tuesday to see if they need anything and I’m calling it ‘SHOP THE VAN’. I just needed someone to help me get my thoughts together and on paper. Thank you so much ELLEN!

  4. Kerri Lewis

    Amazing. Totally worth it. Why learn from your mistakes? This gives you nuggets for success that would take you longer to learn on your own. And you would lose money in the meantime. Spend the $50!

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Frequently Asked Questions

What is the difference between School courses and Workshops?

Workshops vary from sixty minutes to over five hours of instruction, see individual courses for details. Each of these courses offers lots of valuable information on a specific topic that you can digest in a short amount of time and put into action right away.

School course content is much more comprehensive and covers broad topics. School courses are meant to serve as a long-term reference tool that you will use all throughout the course of your flower farming journey. Each course includes 6 modules, which each contain multiple video training sessions, instructor worksheets, and handouts, and an FAQ archive. All of the course sessions (including the FAQs) are searchable by keyword, so you can always find and go directly to the information that you need at any given time.

May I watch the courses more than once?

You have lifetime unlimited access to your purchased courses.

I live outside of the USA, may I purchase a course?

Yes, our online courses are available internationally.

Can I watch my course right away?

On-Demand courses are available for purchase year round and give immediate access to the course content.

How does the money back guarantee work?

Full refunds with no questions asked are given upon email request within 7 days of purchase. Once a refund has been issued you lose all access to the course.