Working with funeral directors and their staff can be one of the most important — and most rewarding — relationships your flower shop cultivates.
Both florists and funeral directors are tasked with helping grieving families navigate emotional moments, manage tight timelines, and create meaningful experiences. By building trust with directors and demonstrating your professionalism, you can become their go-to florist for sympathy flowers — and that can lead to more consistent orders and a stronger presence in your community.
Start with a Personal Introduction
If you haven’t met the funeral directors in your delivery area, that’s the first step. Pick up the phone to schedule a visit or stop by during a delivery. Face-to-face interaction builds credibility in a way that phone calls and emails cannot.
A personal visit allows you to shake hands, see their facility, and gain a better understanding of how you can serve their needs. If the funeral home already works with a competing florist, your professionalism and persistence can make you the trusted backup — and eventually, the preferred partner.
Learn Their Preferences and Processes
Funeral homes are immaculately maintained, and directors expect florists to respect that standard. During your visit, ask about their specific requirements, rules, or restrictions. Should standing sprays be limited to specific areas only? Do they have preferred delivery times or access points?
The answers will help you avoid mistakes, show sincere interest, and make life easier for your staff.
Take notes, snap photos of the chapel and altar areas, and share these insights with your team. This helps you recommend the right size arrangements to your customers and ensures your deliveries are well-suited for each space.
Provide Useful Tools and Resources
One way to add value is by leaving behind a sympathy design book — a curated selection of your most popular sympathy arrangements and plants. For an extra professional touch, customize the cover with the funeral home’s name and logo.
Some florists go a step further by creating a dedicated page on their website featuring that funeral home’s name and logo, along with a promise that a percentage of sales will go back to the home. This not only builds goodwill but also makes ordering easier for families.
Deliver Impeccable Quality — Every Time
The fastest way to earn a funeral director’s trust is to consistently deliver fresh, flawless designs on time.
Avoid recycled or second-rate flowers, and make sure every container and stand is clean and dry before entering the funeral home. Mechanics should be solid so handling by the funeral home will not alter the tribute’s appearance. A single leaky vase can leave a lasting negative impression.
Your sympathy work should be designed to last for many hours without extra care. Avoid including flowers past their prime, even as a “bonus.” Shine plant leaves, secure keepsake items, and double-check that no stems are sticking out in ways that could snag clothing or cause accidents. Every arrangement you deliver represents your brand. Sympathy tributes will be seen by many people over the period of the visitation and service.
Offer Service Beyond the Flowers
Small gestures can make a big difference. If you notice fallen petals, a tilting spray, or a wilting bloom during a visit — even if it’s not your order — offer to fix it. This shows directors that you care about the presentation of their space, not just your own work.
You can also offer to help set up visitation rooms or move flowers to gravesites, especially when the funeral home is short-staffed or managing multiple services in a single day. These extra steps help you stand out as a reliable, trusted partner.
Keep the Connection Alive
Relationships require nurturing. Check in regularly — even if it’s just by personally delivering a few sympathy orders yourself — so that directors continue to think of your shop first. Consider bringing in lunch for the staff occasionally as a thoughtful gesture of appreciation.
Giving directors your personal cell phone number and encouraging them to call you with questions or urgent needs can go a long way toward cementing the partnership.
Building a strong relationship with funeral directors takes time, attention to detail, and a commitment to service.
But the payoff is significant — consistent orders, strong word-of-mouth referrals, and a reputation for reliability in your community. Your shop becomes not just a vendor, but a trusted partner in helping families honor their loved ones.
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