Speakers, Workshops & Presentations (LEARN!)


A variety of educational sessions are designed to give you the information you need to help conduct your business in an efficient, productive and profitable manner:


Thursday, October 20, 2016


WF&FSA’s Design Trends Program featuring Sandy Schroeck, AIFD

8:00 am – 9:30 am

Join Sandy Schroeck, AIFD, as she explores where trends develop and how can they be applied to floral industry. How do you know which trends to follow? What is the top trend in floral design? What are the big influences in changing design styles and containers? Sandy will discuss developing product collections with less inventory risk, vendor partnerships and pre-book programs, e-marketing moments to make an impression and much more! She will also explore how our industry can reach the next generation and the time crunched small business owners by taking a look at what influences buying decisions. She will also discuss how we can help our customers succeed.  This all-encompassing program will provide the perfect prelude for your table top visits.

LTK Award – Who will be recognized this year? Find out during our Thursday morning session!

10:00 am – 11:30 am
1:45 – 3:15 pm

As a sponsor of the University of Innovative Distribution, WF&FSA will introduce you to some of the faculty in these timely and informative sessions. The workshops are scheduled so you can attend both sessions, one in the morning and one in the afternoon – you won’t miss anything!  They are designed to help you better lead and manage your business. Take advantage of these top-notch presenters right here at WF&FSA!


STOP MARKETING LIKE IT’S 1999!  Featuring Bob Destefano, SVM E-Marketing Solutions 
[Session 1] 10:00 am – 11:30 am
[Session 3] 1:45 pm – 3:15 pm

For generations, distributors and suppliers relied heavily on face-to-face selling as the primary driver for new business growth. While the role of the salesperson is still critical, your old tactics are no longer enough to compete in this rapidly evolving marketplace. The changing face and needs of your customers, combined with the rise of online and mobile technologies in the workplace, have rendered your old tactics inadequate. If you’re still relying on marketing strategies from past decades, your company’s success may be in question for the next decade. It’s time to step up and take action. But what should you do? This workshop will provide you with a roadmap to prepare your marketing and sales teams for success in the connected world. 

This workshop is appropriate for all levels of marketing, sales/sales management, executive management and operations/administration.


INSIDE SALES 101 featuring Paul Reilly, Reilly Sales Training insert photo
[Session 2] 10:00 am – 11:30 am
[Session 4] 1:45 pm – 3:15 pm

There are more opportunities to grow your business inside the organization than outside. Consider how often your inside salespeople interact with customers. Are you taking advantage of these opportunities? Has your team been trained to fully capitalize on these opportunities? According to the American Association of Inside Sales Professionals (AA-ISP), training and development of inside salespeople is the number one challenge facing sales organizations.

When your team applies the Inside Sales 101 tactics, they will serve customers more conscientiously and sell more effectively. They will demonstrate this behavior by proactively suggesting complementary products and services, anticipating the customer’s needs and communicating effectively with the customer.


Friday, October 21, 2016

8:00 am – 9:45 am

2016 RETAIL FLORIST OF THE YEAR - Blumz by JR Designs
Retail Florist of the Year Presentation – WF&FSA and Florists’ Review 

Owners Jerome Raska and J. Robbin Yelverton, who excel at responsive service, savvy marketing, and creative design and event work, win our 14th annual title presented in partnership with Florists’ Review.


Profiling U.S. Wholesale Florist Operational Practices & Financial Performance

A 2015 Tracking Survey of Cut-Flower Wholesale Florists in the U.S. Markets

In 2009, market research commissioned by Asocolflores, and conducted by Prince & Prince (P&P), revealed the viability of U.S. wholesale florists as the U.S. recession continued. This 2015 P&P market research largely updates and expands upon that 2009 market study, and profiles a broad array of wholesaler operational and business metrics that likely have key influences on floral sales, sales growth, profitability and ultimately the long-term viability of the U.S. wholesale florist industry. Join WF&FSA as it walks you through the results of this survey, Profiling U.S. Wholesale Florist Operational Practices & Financial Performance - A 2015 Tracking Survey of Cut-Flower Wholesale Florists in the U.S. Markets.

Bob Williams will share the key components of the results and then lead a discussion with a panel of distinguished members to discuss the key impact of these results on our industry.