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Specialty retail 2014-09-02

Flowers, franchising & more

An expert in the flower retail industry, Anil Sharma, Vice President - Retail & Franchise, Ferns N Petals spoke about the building blocks of making a successful franchise network of a brand that sells perishable commodity. In a tete-a-tete with Beny Sachdeva, he discussed at length his role as a true franchise professional.

Take us through your professional journey.

My association with Ferns N Petals is a decade old. Prior to FNP, I was associated with Sunflowers Foliage and Elen Blossoms, brands dealing in artificial flowers. I was looking after the sales and business development in both these brands. These were the brands that made me connect to the floral industry. Previous to getting associated with the flower retailing sector, I was working with a brand that was into cigars and liquor. I was managing their wholesale business and it was my first professional break. I have spent around 15+ years in sales and franchise development.

What according to you are skills needed to be a successful franchise professional?

To become a successful franchise professional:

  • Firstly, make sure that you understand the franchisee requisites and expectations.
  • Secondly, maintain a strong bond between you and your franchisee.

What all challenges you faced during your professional stint for strengthening franchise network?

The biggest challenge during my professional stint was making the franchisee understand that they are taking a franchise of a brand that sells perishable product.

One strategy that will help create a successful franchise network.

  • Firstly, whatever you promise to the franchisee, deliver
  • Secondly, maintain good relations with your existing franchisees that prospective franchisees can refer to them.

Any memorable day during your professional career.

It was last year in August and this year too recently when we opened three FNP outlets on the same day. It was a great achievement for all of us at Ferns N Petals.

What according to you are the best locations for opening a flower retailing store?

Any location which is in the vicinity of residential area and has a lot of footfall and parking space. For FNP, malls and high streets are not apt locations to open a store.

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