How to sell floral subscriptions in 2022

Wondering how to sell floral subscriptions in 2022? You're in the right place!

Floral subscriptions are definitely rising in popularity. Florists are recognising that having a set, recurring income is awesome. Customers are recognising that having flowers in their workspace or on the kitchen island is awesome.

It's the definition of win-win, right?

And from the outside, selling floral subscriptions feels like it should be simple. It's like "Who wouldn't want to have flowers delivered to their house regularly?"

It's easy learning how to sell floral subscriptions in 2022 should be super basic, right?

After you've gone through all the effort of getting the subscription tech sorted on your website, you step out into the big bad world and tell a few people about it.

Maybe you mention it to a few friends or family members. And then you sit back and wait for the orders to come rolling in...

...But all you hear are crickets. Nada. Nothing.

Maybe you've had a handful of customers pop on from now and then, but it's not the rush of revenue you thought it would be.

You're left feeling frustrated, wondering how everyone else makes it look so easy but you're left wondering what you're missing, wondering "WTF am I missing?"

Maybe you've even Google "How to sell floral subscriptions in 2022?" (Well hello there. Nice to see you too!)

Let's get into it!

I'm here to share a few helpful tips to make it easier for you to sell floral subscriptions this year!

Back to Basics: What is a Floral Subscription?

(I know it might seem obvious, but just in case the whole concept is new to you.)

Just like the name states, a floral subscription is a regular, recurring flower delivery you make to a customer. It might be a corporate client who received flowers for a reception table every week. Or it might be for a family of four to put on their kitchen table every week.

Typically, the frequency of the delivery is weekly, fortnightly or once per month. But there are no real set rules around timing.

Some florists require their clients to sign a contract, locking them into a specific window of time. Others allow their clients to navigate subscriptions on a self-serve basis, meaning they can go into their account and pause their order, update their details and change their information. (It's kinda like if you signed up for a CSA or weekly veggie delivery. The customer sets up their account info and then has total control over the details and delivery.)

What's the Most Common Mistake Florists Make in Offering Subscriptions?

One of the most common mistakes I see florists making when it comes to how to sell floral subscriptions in 2022, is offering up too many choices and too many options for their customers.

Most of us would assume that giving our customers choices, leaving the possibilities open, will lead to increased revenue.

But it doesn't.

Instead, it leads your customers to overwhelm and decision fatigue. And that always leads to no sale.

I know it sounds counter-intuitive but in actual fact, one of the most helpful things you can do for your customers is narrow down the choices. Yes. Scarcity leads to easier decision making, leads to more sales, leads to increased revenue.

So, if you're wondering where to start in terms of how to sell floral subscriptions in 2022, start with a very simple offering of two choices, each in just three sizes. One in a neutral palette, one in a more colourful palette. And make sure the size variation price points increase by at 30% between sizes.

For example, you might have your smallest size start at $135, your medium is listed at $175.50 and your large is listed at $228.15 (and yes, you can set your prices even higher than this).

My #1 Tip For How to Sell Floral Subscriptions in 2022

I used to think I needed to ask the client to supply the vase or that I needed to offer enough options to cater to a wide array of containers.

Turns out, it can be a lot simpler than that.

Turns out, one of the best sales tactics you can implement for floral subscriptions is to design with a specific vase in mind – a vase you pick. A vase that aligns with your vibe and your brand.

Every florist I've met has heaps of stories of showing up at a client's house, thinking we knew what container everything was going in...only to find out that container is actually four times bigger than the sizes they provided.

So, set yourself a little shopping mission. Go exploring and look around at different container options and find one that feels right for your floral designs.

Offer it up as a 'free' incentive for a new customer to start their subscription and then you'll know, with every week's bouquet you're making, it's going to look awesome because it's going in exactly that container.

Yes, it makes your job 100x easier. But just as important, it makes the flowers look great.

That adds to your customer's satisfaction and, because of that, they're more likely to tell their friends or share a photo on social media.

That, in turn, increases your exposure. More people find out about your offer. And, just by having offered a super simple solution for your customers, all of sudden you're experiencing the power of word of mouth marketing. SHAZAAM, more orders come in the door! So good, ain't it?

Let's Go Deeper: Selling Floral Subscriptions Like a Boss

Want more inspo to help you learn how to sell floral subscriptions in 2022? I've gotcha covered!

On this week's podcast, I'm diving deep into all things floral subscriptions. I'm passing along three tips to help you get better results when it comes to selling floral subscriptions in your business and we talk strategy.

Whether you're brand new to the idea of subscriptions or you've been selling floral subscriptions for a long time, this podcast episode will give you lots of juicy tips and tricks so you can sell floral subscriptions like a Boss.

Inside This Week's Podcast Episode You'll Learn:

The right marketing strategy to follow for selling floral subscriptions so you can get results faster

Sales tips to help you grow your revenue

My #1 approach to making it work so you make faster progress

Simple, step by step guidance on levelling up your floral subscription business today

Listen to the full episode here

Full Episode Transcript

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