Online Flower Business Tips

Online Flower Business Tips – 6 Essential Skills For Flower Biz Success

Looking for simple online flower business tips? You're in the right place.

The other day, a friend of mine asked, "Kathleen, what does it really take to be a successful florist in 2022?"

It's such a great question and it actually made me laugh.

Why?

Cause if you had asked me a few years ago, I would have said, in order to be a successful florist, you need to:

  1. Be a great designer
  2. Have lots of followers
  3. Be the owner of a sexy AF flower shop

...And each one of those things needed to be absolutely perfect or else success was never going to be possible.

Oi.

It took me a few years, but I'm so glad I finally figured out I was so wrong. (So, so wrong my friend!)

If I could rewind the clock and go back and pass along my best online flower business tips, here's what I'd tell me from a few years back.

Skip the obsession with followers and engagement. Set up a shop if it's the right thing operationally. And focus only on learning the mechanics and techniques that help you create the look you want to create.

And then, know this...In order to run a successful flower business in 2022, you only need to learn 6 new skills:

  1. Develop a CEO Mindset
  2. Get Good at Goal Setting
  3. Own Your Outcomes
  4. Think Like Your Customer
  5. Conquer the Customer Journey
  6. Sell Like a Boss

Wanna conquer the business of flowers? Want to get access to all my online flower business tips + shortcuts? Come join me inside Flower Boss Academy. Click here to learn more.

Online Flower Business Tips

The truth is, our industry is changing. The world of marketing is so different to what it was just a few years ago.

The rise of TikTok, the dominance of Facebook + Google, and our customer's appetite for immediate solutions means we gotta change the way we're approaching our business.

No longer is the retail shop the backbone of a successful flower business. No longer is having a lot of followers a road to success.

And no longer is it necessary to have the best portfolio or flashiest styled shoot set-up.

Nope.

When it comes to conquering the business of flowers and learning online flower business tips, the game has officially changed. Welcome to being a floral designer in 2022.

At the end of the day, when it comes to getting customers, scaling your business and increasing your revenue, these are the two things I'd prioritise:

  1. Get good at marketing (and I don't mean start posting to TikTok, I mean understanding strategy)
  2. Learn to manage your mindset (cause you're the only thing in the way of your own success)

Heck, if I'm honest, you don't even need to be the best at those two things.

Ain't no need for perfection here.

When you can learn to shift your focus and get good enough at these two things, the money will follow.

Yep.

Being a successful flower boss can be boiled down to this very simple formula:

Marketing + Mindset = Money

I wish someone had told me that making money isn't complicated. (In fact, it's actually super straightforward.)

The thing that makes making money so messy is the fact that we're human beings. And we have all these BS stories we like to tell ourselves about what is and isn't possible (particularly when it comes to making money as a floral designer).

But that, my friend, is why I'm so excited to share this week's podcast episode with you – Your Super Simple Formula for Conquering the Business of Flowers in 2022.

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

My super simple formula for conquering the business of flowers in 2022

My favourite shortcut for feeling more confident + showing up with more authority in your flower business

The exact steps to follow to make more money as a floral designer

My story...and my best tip for building your business faster (it's so good!)

Listen to the full episode here

 

Full Episode Transcript

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How to Increase Florist Sales

How to Increase Florist Sales

A few weeks ago I put a call out on Instagram, asking y'all to send through your questions and 'if we were to sit down and have coffee, this is what I'd want to ask you' questions.

Here's one of my favourites: Kathleen, if you could only do one, which is better: paid Instagram placements, Facebook ads or Google Ads?

Great question.

Different Ad Strategies for Different Offers

One thing I didn't really appreciate early on in my business is that different audiences go through dramatically different sales processes.

For example, a couple getting married at a big hotel will go through an entirely different research process compared to someone looking to getting flowers delivered to the local hospital. I totally didn't even pay attention to this in the first few years of my flower business.

I kinda thought that all things were equal and I just needed to get more followers to get more customers.

I spent years in that thought process until I finally sat down one day and asked myself, "If I was getting married at XYZ Venue, what would I do to find a florist?"

I did the same thing for flower deliveries: "If I was a son living out of town and wanted to send flowers to mum to wish her a speedy recovery at the local hospital, what would I do to find a florist?"

Putting yourself in your customer's shoes is one of the most powerful exercises you can do – and it's one thing we never really spend much time on (I was too focused on my own insecurities and worried about being called out as a fraud that it never even occurred to me to shift my perspective and put myself in my customer's shoes.)

At the end of the day, the marketing priorities in your flower business and understanding how to get more florist sales depends entirely on your niche.

Narrow down your niche and get clear on your ideal customer and you'll start to gain much more clarity in terms of where to focus your time, energy and money to grow your business and get more sales.

How to Increase Florist Sales: Daily Flower Deliveries

Even if you have a flower shop and are able to attract a steady stream of walk-in customers, I've found that the volume game is won online.

More and more customers are getting comfortable ordering flowers online and this is one of the greatest opportunities we have when it comes to figuring how to increase florist sales.

In fact, no longer is having a physical retail shop a 'must have' for a successful flower business. So many florists these days are launching their businesses from home, investing the time and energy in growing the volume and then a few years in, making plans to open retail shop space.

The truth is, profitable flower deliveries is all about playing the volume game. And being online is the name of the flower game in 2022.

And, when it comes to being online, your website and, more specifically, your online catalogue offering, is super important. I used to believe that more choice was better. But having tested out a few different strategies in a few different cities around the world, it's clear to see that's not the case.

In fact, having a core offering of 12 products is my go-to recommendation. It gives you just the right number of options to cover a range of prices, including a mix of hand-tied bouquets and designs in a vase as well as offers a mix of colour palettes. (It really is a great mix and just like Goldielocks said "It's just right".)

Once you have your online catalogue set up and sorted through a seamless checkout experience, now it's time to focus on getting that order volume through the door.

We spent years testing out different options – offering up free arrangements to local businesses in the hopes that exposure would turn into paying customers; paying for expensive print ads, boosting posts on Instagram, setting up Facebook Ads and sorting through Google Ads.

For us, Google Ads was where the magic happens. In fact, these days, I wouldn't even spend a penny on any other form of advertising when it comes to increasing florist sales for daily flower deliveries.

The targeting available on Google, the volume available, and being able to set up conversions, makes Google Ads one of the single best options for florists. And no, doubt some huge percentage of potential customers immediately jump to Google when they want flowers delivered.

So, if you're wondering: Kathleen, if you could only do one, which is better: paid Instagram placements, Facebook ads or Google Ads? My answer is obvious: Google Ads. No doubt about it.

4 Google Ads Tips for Florists

Be warned, the Google Ads interface is super complicated. But that's why we've just hit publish on a brand new, step by step training inside our Flower Boss Bootcamp Study Vault. We've mapped out the exact ads to start with, how to get your conversions set up and the exact steps to follow to get your first campaign off the ground.

If you've already started playing around with Google Ads and you're not seeing much progress, here are four pro tips to help you refine your approach:

  1. Make sure your delivery area is included in the search terms. By default, Google is going to offer up your ad to anything who types in "flower delivery". But, if you only deliver to Cambridge and a customer is looking for delivery to Chicago, there's no point in paying for that, right?
  2. Negative Keywords. This is one of those quick shortcuts to getting better results on your ads. Inside the Google Ads interface, you can start to flag 'negative keywords'. That is, words that people might include in their search phrase that are a definite no and mismatch for your business. It's a good practice to go in every week or every other week and refine that negative keyword set because it will give Google a better guide on who a good customer is a who isn't worth any $$$$
  3. Set Up Conversions. A conversion is a fancy bit of code that give Google the signal that someone who clicked on your ad eventually purchased. That bit of code is super helpful for Google because then it will show your ads to other people who have similar search behaviours as the people actually purchasing your work. I find the easiest way to make it happen is to find someone on Fivrr.com – they can get the whole thing set up for in a matter of days and probably less than $100. So worth it!!
  4. Play the long game. Google Ads is not an overnight solution. It takes 2-3 weeks for Google to start to figure out who your ideal customers are and, even then, you need to be willing to invest the time and energy to continually refine and optimise your ads and campaigns. But it is by far the fastest way to get that order volume up. Over a matter of weeks, you'll start to see a difference and, if your online catalogue is set up correctly, you'll start to see the order rollin' in more consistently!

Let's Go Deeper: Get More Flowers Order Faster

Being stuck with a cooler full of flowers feels awful. Knowing you're a good designer with a great product to sell your customers, while just not having enough customers or getting enough order volume is so disheartening.

Don't fret! We're here to help.

In this week's podcast episode, I'm digging into more nuts and bolts and specific tactics to help you grow your flower business.

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

How to set a sales target in your flower business

The right strategy to follow when you're setting up your online catalogue and focused on in creasing order volume

The easiest way to get customers to spend more money so you can increase your revenue and profitability

That fastest way to increase your order volume and where to focus your time and money to get more orders in the door

Listen to the full episode here

 

Full Episode Transcript

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What Qualifications Do You Need to Become A Florist

What Qualifications Do You Need to Become A Florist

It's a fair question these days...what qualifications do you need to become a florist? Every time you turn around, it feels like new florists are popping up all over the place and no, doubt, if you're here, you're looking for a super simple, clear answer.

So, let's cut right to the chase. The truth is, floristry is an unregulated industry. That means there is no overarching board or flower police who are going to ask to see your credentials.

Unlike lawyer-ing, doctor-ing or accounting, you don't need any formal training or qualifications to be able to call yourself a "Florist".

So what? Well quite practically, no one is going to drop into your studio or shop and say, "Hey, show me your paperwork."

Having said that though, if you're looking for a job and want to be employed as a florist, it's super common for established flower businesses to prefer to hire formally trained, qualified florists. But that's certainly not true for all business owners so definitely ask around and do your research. (Some businesses might even offer on the job training or an apprenticeship.)

On the other hand, if you're looking to set up a flower business and want to be self-employed, you don't need to be formally trained. From my perspective though, I do think it's really important that if you are going to call yourself a professional florist and hang a sign out front (literally or online), you commit to upholding a standard – kinda like an agreed-to code of quality, professionalism and expertise.

What Qualifications Does a Florist Need?

I get asked this question all the time. But, instead of thinking about certifications, credentials and qualifications, I like to think of this slightly differently: What skills does a professional florist need?

It's a great question to dig into because yes, there are some obvious areas to cover – design, flower care, and mechanics. And, yes, quite practically those three areas are where most formal floristry training programs focus on.

For the record, I am a formally trained, certified florist. And yeah, I am so grateful I did my formal qualifications because I got to learn first-hand from florists who have been in the industry for decades. It was an awesome experience. Every one of my teachers was such a wealth of information and knowledge, really open with their experience and willing to answer all my questions.

To this day, I carry their lessons with me. (FYI, if you live in Australia, and you're exploring formal certification, I do recommend talking to the team at Pearsons Flower School. They have a calendar filled with a variety of short courses as well as offering formal certification. Plus, their staff is super helpful and willing to help guide you in the right direction.)

I do wish though that someone had told me that pursuing formal qualifications, learning about mechanics, flower care and design is just the beginning of the education journey. It's the place to begin. It's not the 'end all be all' of floristry and flowering business-ing.

Most formal floristry training programs are set up specifically to focus on the craft of traditional floristry and "increase your career prospects" (that's definitely the way the system is set up in Australia).

It's awesome if you want to get training to cover the true foundation and fundamentals but where I went wrong was thinking that getting my formal qualifications was enough.

Looking back now, I remember on the first day of my formal training, our teacher sat us down and said 'This is not a business class.' I don't think the gravity of that really sunk in until a few years later when I realised how valuable my fancy pants marketing background was to our business success.

After I finished my formal training, I quickly realised I needed to keep going and that my learning was only just beginning. To this day, I love going to workshops and learning from other designers. It's one of my favourite ways to push myself creatively and hone my craft.

Make The Commitment To Keep Learning Even After Your Formal Qualifications

One of the things no one tells you when you're starting a flower business is that the learning curve is really steep.

There's the time, energy and money we spend learning about mechanics, design and flower care but it's a whole other thing to then learn the right sales strategies, marketing priorities, mindset shifts, money management, and team building. Plus, customer service, tech stuff, and tax requirements all become part of the job when you make the decision to start a business.

It's a lot.

So, it's like formal qualifications are chapter one and as soon as you finish that chapter, 11 more chapters mysteriously appear and you didn't even know they existed until now.

That's precisely why we created Flower Boss Bootcamp so you can get my A-Z blueprint for building a succesful flower business. We've laid it all out for you step by step and offer heaps of support to make it easier than ever to turn your passion into profit! Click here to learn more.

PRO TIP: All That Time & Energy You're Investing Learning About Flower Care, Share It With Your Customers (You'll Make More Money That Way)

Early on in my flowering career, I made the mistake of thinking being a good designer was what mattered the most.

It took me years to learn how much value our customers place on the full experience – from the minute you answer the phone to the minute you deliver the flowers. Even putting careful thought into what you post on Instagram and the overall usability of your website impacts your customer's view of your work and positively impacts your bottom line.

Sharing helpful tips about flower care and giving your clients guidance on how to extend the shelf life of their flowers, in many cases, is just as important as delivering quality work. It's all part of the value of the service we offer our customers.

So, regardless of whether you're formally trained or totally self-taught, when it comes to getting customers and growing your business, one of the easiest ways to separate your floristry offering from the competition (particularly others focused on lower priced point offers) is to double down on sharing your expertise and knowledge.

All the invisible things about our work, make 'em visible. For example, talking about flower availability and seasonality is an easy way to quickly gain trust with your customers. So is talking about what's involved in making a design happen, the process of bringing in flowers, and all the steps it takes for a simple bouquet to be created.

With all the time and energy we spend learning about flower care, seasonal availability and the logistics of floral supply, it's of value to share that information with your customers too.

When it comes to answering that question "what qualifications do you need to become a florist? and learning how to grow a flower business, I've found that being helpful, and sharing that guidance and expertise is one of the fastest ways to grow your business and make more money. It's so awesome!

Let's Go Deeper: What Qualifications Do You Need to Become A Florist in 2022

If you want to dig into this topic even further (and learn more helpful tips), be sure to check out this week's podcast episode. I'm diving into way more details about the ins and outs of formal qualifications, certifications and credentials and sharing my 'I wish I had known' insights to help you build a thriving flower business.

I pass along the exact approach I followed to get good at design and give you helpful tips to help you fast track the floral design learning curve. I talk about my experience having gone to formal floral training here in Australia and I share my #1 strategy to help you learn floristry skills faster.

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

My five guiding principles when it comes to investing in personal development, learning the basics and levelling up my design skills

Innovative and modern avenues to explore to help you figure out what qualifications do you need to become a florist in 2022

Deep dive into deciding whether formal training is really right for you and your floristry ambitions

My perspective on the best bits of flower school and pursuing formal education as a florist

Listen to the full episode here

 

Full Episode Transcript

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Floral Order Gatherers and Wire Services

Floral Order Gatherers and Wire Services – 3 Things Florists Need to Know

First things, first, WTF are floral order gathers and wire services?!?

You've probably heard of common brands like FTD, Teleflora, Petals, or 1800-Roses. There are hundreds of brands popping up, whose sole purpose is to offer floral order gatherers and wire services.

Essentially, their job is to bridge the gap between the customer and the florist. But as a Flower Boss, it's super valuable to dig in, go behind the scenes and really understand what's involved when it comes to floral order gatherers and wire services, as a business owner.

History of Floral Order Gatherers and Wire Services

One of the most common floral order gatherers is Florists Transworld Delivery (FTD), founded in 1910. The company actually started as a partnership between 13 flower shops across the United States, looking to expand their offering and solve a very real problem for customers; that is, to be able to send flowers to a loved one in a different location.

Back in the day, that whole thing was done via telegraph. (WTF even is that?!?!)

And, over the last 100 years, technology has obviously evolved a lot but each of these relay services or wire networks is still solving a very similar problem.

In its most basic form, floral order gatherers and wire services are bridging the gap between the customer and the local florist business, gathering orders (mostly online) and distributing them to florists around the world.

What Florists Need to Know

When we bought the flower shop back in 2015, there was an affiliation already in place with Petals (part of the Teleflora family). The shop's website was run through the Petals platform and, early on in my flowering career, we did a huge amount of orders through the Petals network.

Total transparency: I thought we had to be part of a relay service or wire network. I assumed it was part of the plan and was a must for legitimate florists around the world.

But, as we started to get $$$ deposited into our accounts and we spent more and more time trying to decipher the monthly order value and revenue statements, the more questions we had.

We started to dig deeper because we really wanted to understand what the deal was with floral order gatherers and wire services. What's actually happening here and how much money are we making (or not making) from this opportunity??

Here's the thing I wish someone had told me about floral order gatherers and wire services: every flower business owner gets to decide for themselves if they want to participate in a relay network or partner with an order gatherer.

There really is no 'right' or 'wrong' answer here and it's up to each individual to decide what's best for them.

To help you make an informed decision, here are a few things I've learned through my journey...

What Problems Do Floral Order Gatherers and Relay Services Solve for Florists

In essence, the premise of the relay network is the same as it's always been: connect the customer with a local flower shop. It's the 'how' that's evolved over the past 100+ years.

Back in 1910, when FTD was founded, it was a group of local florists working together to support each other. And to solve a very real problem for its customers. Before the days of the internet, how was a customer supposed to connect with an out of town florist – the idea would be just too overwhelming to consider.

But, Aas technology has evolved, as more and more customers are shopping online, the way floral order gatherers and relay services are showing up is evolving too.

Essentially, at this moment in time, they are filling the role of marketing + sales for the local flower shop.

The relay service is the one investing in Google Ads, setting up a basic website with an online catalogue and being that "front of house" solution that customers are looking for.

The relay service then 'wires' the orders to a local florist and the local florist is required to fulfil the customer order and do the delivery.

In exchange for doing that front end marketing, the relay service will take about 30% of the sale as their commission.

Looking for a step by step solution to getting your Google Ads + Online Calogue sorted? Come join Flower Boss Bootcamp and get access to our step by step trainings, replicate website and everything you need to level up your digital marketing game. Click here to learn more.

Let's Go Deeper: Is Joining a Relay Service Right for Your Flower Business?

With every week that goes by, it feels like there are more and more different relay services and wire networks popping up. And yes, there are lots of horror stories of bad customer experiences and disappointed clients.

With more and more customers ordering flowers online, having a strong online presence is an integral piece of the puzzle. And with the layers of detail required to get Google Ads + a functioning online catalogue sorted, for many local flower shops, being part of a relay network can feel like an easy win for the local floral designer.

But, when it comes to answering the question "Is joining a relay service right for your flower business?" it's worth taking a construction look at the pros and cons of their offering.

And that's precisely what I'm doing in this week's podcast episode. We're diving into all things FTS, Petals, Teleflora and going into the nitty-gritty of floral relay services and wire networks.

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

What are relay services and wire networks and what role do they play for flower shops?

How do you know if a relay service or order gatherer is right for your flower business?

Why might being part of a relay service be good for business (or not)?

3 things every floral designer needs to know before signing on with a relay service.

Listen to the full episode here

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How to Sell Floral Subscriptions in 2022

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

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How to Feel More Confident as a Floral Designer

How to Feel More Confident as a Floral Designer

Wondering how to feel more confident as a floral designer or farmer florist? You're in the right place.

To start with, I have a question for you: have you ever stopped to wonder where confidence comes from?

If you're anything like me, it's definitely not something most of us ever think about.

I used to believe that confidence was something you were born with. Like there are people who just 'have confidence' built into their DNA...and then there are the rest of us.

As a floral designer and creative entrepreneur, all of our self-doubt and imposter syndrome come bubbling up to the surface the day we make the decision to start a business. (And navigating that self-doubt is something we every dang day, right?)

My friend, if you feel like a fraud, a total imposter, you are not alone. Not by a long shot.

I used to believe I was the only floral designer on the planet who felt like I don't have my shit together – everyone else seems to be showing up on social media with their perfect studios, perfect flowers, perfect number of Instagram followers and perfect customers...

Meanwhile, you and I are falling deep down into the comparison spiral, second-guessing everything we're doing in our businesses. Every day we wake up wondering, "How the heck did those famous florists figure it out?!?!?"

Since starting my own business more than 11 years ago, I've been learning a lot about confidence and where confidence comes from.

And, I thought it could be super helpful to share some of my best 'a ha' moments and gives you my favourite tips for feeling more confident.

If you're a brand new florist, these tips will help you navigate imposter syndrome and overcome a lot of the self-doubt that keeps you stuck in inaction.

If you're a veteran designer, who still feels like a fraud and you're wondering how to feel more confident as a floral designer, you're also in the right place.

I am on a mission to make sure every floral designer on the planet has the tools they need to show up with more confidence – regardless of your formal training, qualifications, credentials or the years you've been in business.

Back to Basics: How to Feel More Confident As a Floral Designer

One of the best places to start, when it comes to learning how to show up with more confidence, is getting really clear on what confidence is.

For so long, I walked around just wishing I could feel more confident...but I never really thought about what that meant (in its truest, most tangible sense).

So, when it comes to learning how to feel more confident in your flower business, let's define what that means.

The kids on the Googles, define confidence as: the feeling or belief that one can have faith in or rely on someone or something.

In this instance, I will suggest we get super pedantic in the definition and replace "someone or something" with "themselves".

That being said, we can define confidence as: "the feeling or belief that one can have faith in or rely on themselves".

I find this definition so empowering because it shows you exactly where to turn to when it comes to creating confidence: yourself.

That leads me right into Lesson #1...

Lesson #1: Increasing Your Confidence Is An Inside Job

Simply recognising and learning that confidence isn't something you're "given", it's not something that is handed over to you like a glass of water or a new sweater.

If you're wondering how to feel more confident as a floral designer, the first 'a ha' moment I had was realising that confidence is a feeling or a belief you create in yourself. It is 100% self-made.

And feeling confident in your own abilities comes from your own thinking. The way we humans are programmed to operate is that you create a feeling of confidence by thinking confident thoughts.

For most of us, that doesn't come naturally. We don't wake up in the morning thinking, 'Yeah, I am freakin' amazing!!'

Nope.

Why? Cause your human brain has a built-in negativity bias. That negativity bias is super helpful for keeping you safe and making sure you stay alive to see another day...but it's not helpful when it comes to feeling more confident.

In fact, it's the exact opposite – it is the opposing force and the thing we need to learn to unwind, in order to show up with more confidence, more often.

PRO TIP: We teach a lot about confidence and managing your mindset inside Flower Boss Bootcamp. If you're struggling with self-confidence, come join us and learn my best secrets for showing up with more authority (even if you're brand new, have no IG followers and don't wanna open a shop space).

Lesson #2: How to Think Thoughts That Create Confidence.

The work here is to redirect your default internal dialogue. Your brain loves efficiency and that means it wants to, by default, think the same thoughts over and over (and over) again.

As you walk through the day, without anything else to focus on, your brain is going to keep coming back to the same thoughts it's been thinking for the last few decades – for most of us, that narrative isn't very empowering.

For me, my default internal dialogue has traditionally been some version of "I'm not good enough" or "I'm not smart enough to figure this out."

For you, it might be "I'm not qualified," "I feel like an imposter," or "I'm too old/young".

And yes, we all have our stories. We all have our well-practised "I'm not good enough" internal narratives. All of us.

Here's the thing though, because you're a human being with a human brain, you also have the ability to think about what you're thinking about. And if you don't give your brain new thoughts to think, it's going to forever repeat the "I'm not good enough" storyline.

You're probably asking, "OK Kathleen, how do you do that?"

Great question!

Can you think of a time when you did a hard thing? Maybe you're the first in your family to go to college. Maybe you've had five kids. Maybe you've learned to speak another language. Maybe you're mother in law in a difficult person. Maybe you finally broke up with that partner who doesn't treat you like a total Queen. Give yourself a few minutes to think it over.

I want you to think about a hard or challenging experience you conquered. Something you feel really proud of (it can be anything!).

We all have experiences in our past that can serve as fuel for our futures.

Now, I want you to take a moment to recognise, truly appreciate, that YOU made that happen. (Yes, you!) And, if you're able to make that happen, then you can make anything happen. Right?

You can, in fact, figure out how to build a profitable flower business. Right?

You can, keep going on the hard days. Right?

You can do this. Right?

Use that past experience, that past feeling of confidence as fuel to move you forward to the next step of your growth.

Lesson #3: Repetition Is Key

Now, your brain, when left to its own devices, isn't going to automatically switch its internal thought patterns. Every day, it's going to want to come back to the "I'm not good enough" dialogue.

(Remember, we've been thinking that for years, so it's very comfortable staying in that pattern and it's going come back there until you create a new neural pathway. To do that though you need to be relentless in your repetition.)

You need to find ways to bring your brain back to thinking the thoughts that create confidence on purpose. You need to keep reminding yourself that if you make that happen, you can do the next hard thing.

This is a daily, often hourly practice.

And the most important piece to remember is that when your brain goes back to its "I'm not good enough" storyline, nothing has gone wrong. You are not broken. You are a human being with a human brain.

And learning to create confidence intentionally is 100% in your power. It just requires you to stay on top of your thinking, manage your mindset, and be relentlessly repetitive in your intentional confidence-creating thinking.

Let's Go Deeper: 3 Income Producing Beliefs for Florists

Once you start to see the power of shifting your perspective and you see that you can stop allowing your default brain to repeat the same BS narratives it's been repeating for decades, you'll see that you really can do anything (yes you can!).

Yes, you're going to have hard days.

Yes, you're going to get blindsided by difficult clients, wholesale supply will forever be a moving target and growing a team. And yes, becoming the next version of yourself brings a new level of discomfort and personal growth.

But that's precisely why I thought it would be helpful to put together a new podcast episode that dives into all of this more. And, even better, gives you my three go-to income-producing beliefs. (Save this podcast and be sure to come back to it when you need a boost of confidence and a little kick in the pants.)

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

Why more qualifications, more followers and getting published isn't enough

How to feel more confident right now – even if you're new or unqualified

What to do when your not seeing results, making the revenue you envisioned, or reaching your sales targets

My 3 go-to income-producing beliefs for floral designers and farmer florists

Listen to the full episode here

Full Episode Transcript

 

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Profitable Flower Business

Profitable Flower Business: 10 Steps to Setting Up Your Flower Shop

Looking for a step by step guide on how to set up a profitable flower business? Here's my 10-step guide to getting your flower shop set up and running.

Hitting Reset to Create a Profitable Flower Business

I'm not gonna lie, I've been thinking a lot about the idea of going back and having the ultimate 'do over'. The idea of being able to take all of my experience and expertise and go back to Day 1 of Little Bird Bloom. It's so fun to think about and I thought it might be helpful for you too.

Feel free to use this post as a guide, a roadmap and a blueprint for setting up a profitable flower business. And no doubt, it will be helpful if you're brand new. But it might also inspire those of you who are a few years (or decades) into slinging flowers for a living.

In this blog post, I'm going to map out my 10-step plan for setting up a flower shop from the very very beginning.

One caveat before I get into the details: I'm not going to talk about any of the accounting, legal or insurance details because that is 100% dependent on your state and country requirements.

Enlist the help of a professional to help you walk through all the details and don't be shy about Googling all your questions to familiarise yourself with business structures and terminology. (I found this bit really helpful cause it takes some of the intimidation and "I don't know anything" out of the equation.)

Profitable Flower Business: Basic Business Plan

Now, y'all know I'm all for keeping things simple.

It's so easy for us to get overwhelmed and inundated with details – but as helpful as some business plans are, I also find they miss the mark in their purpose. It's easy to get wrapped up in the details and miss the big picture.

Now, I ain't no mathematician but I do find a little bit of math in the early stages of business planning is super duper helpful to paint the picture of where we're going. It's my #1 way of setting the goalposts and bringing focus to our efforts.

If I'm honest, when we first started Little Bird Bloom, I wish I had done more math. I wish I had done this one equation to help me understand the scale and scope of what I was trying to create.

Also, this exercise is particularly helpful if your goal is to earn a full-time better-than-average income from this work.

Here's my super simple approach to basic business planning for florists:

  1. What do you want your after-tax personal income to be?
  2. Multiply that by five to get your business' revenue goal.

Yes. It can be that straightforward to map out a plan forward.

So, for example, let's say you want to bring home $100,000 in after-tax income. That means your business' revenue goal needs to be $500,000. If you want your after-tax personal income to be $50,000, then your business' revenue goal is $250,000.

From there, we can take that revenue goal, divide it by an average order value and that gives us a sense of how many orders we need to generate in a year to reach our sales target.

So, if we take that $250,000 and assume our average order will be $150. We need to generate 1667 orders a year or 139 orders per month (or 32 orders per week).

(Please remember, this isn't formal financial advice. This is just a simple bit of math to help us paint the scope of our task ahead. Talk to a financial planner or accountant for expert info specific to your needs.)

The thing about this one bit of math that I find so helpful is that it shows us how big we need to be thinking.

When we first set up Little Bird Bloom, I was excited when we got a handful of orders per week. But this one bit of math shows me just how small I was thinking. Showing up with the goal of creating 32 orders per week creates a totally different energy as compared to my "I'll just be grateful for my 2-3 orders per week" and trying to convince yourself day after day after day to be grateful for what you've got.

How to Set Up a Profitable Flower Business: 10 Steps to Success

OK, so with that bit of math under our belt, we can start to map out an action plan, go through 10 steps to getting those orders, getting customers and making it happen. In order, here's exactly what I would focus on first:

  1. Name Your Business – check out URLs, explore Instagram handles and do your research to see if your preferred name is available. Then, go in and claim all the social media handles, buy your domain name etc.
  2. Google Business Listing – as soon as you have your name sorted, go in and set up your listing on Google Maps. It takes a few weeks to have your listing verified by Google so jump on this one early (and yes, you can have a listing without a physical shop front).
  3. Define Your Vibe + Get Your Branding Sorted – if you're part of my Flower Boss Bootcamp, you know how powerful your brand is in attracting high-value clients. Your brand board sets the foundation for your visual identity, packaging, and overall vibe for your business so I like to start on this early in the process because it makes the rest of the decisions really simple.
  4. Visit Your Wholesalers Regularly – no doubt, they're not really going to pay much attention to you but I find getting in the habit of going every week is really helpful. It gets you more comfortable with the experience, gives you the opportunity to see what's in season and gets you in the routine of the commute there and back. The more often you go, the less intimidating the whole experience will feel.
  5. Set Up Your Website + Online Catalogue – inside Flower Boss Bootcamp we give you the exact framework to follow, SEO guidelines and talk you through the product strategy for your catalogue. (Yep!! It's all there waiting for you to join us). Or, you can follow this blog post as a place to start if you're looking for tips on getting your online catalogue sorted.
  6. Photograph Your Designs + Capture Content for Social Media – this is going to take you a long time in the beginning. Trying to figure out lighting, photo editing and all the things is another set of skills to master, but I promise you, it does get easier (and more enjoyable) the more you do it!! Give yourself lots of time and room to figure it out.
  7. Push Your Website Live + Set up Google Ads – Google Ads is how you're going to get the volume you need to reach that revenue goal. Along with the right online catalogue offering it's the best way to increase your order volume.
  8. Set up Instagram Shopping – most website platforms make this bit really simple but don't be shy about using YouTube to learn how to do this (that's how I've learned everything I know about building websites). I've learned so much from random strangers on YouTube when it comes to website stuff.
  9. Research Relevant Hashtags for Instagram – the magic with Instagram is that it's not your followers who are going to be your first customers. It's people who find you through relevant hashtags. And, because you've got your online catalogue set up on Instagram Shopping, you'll increase your conversion rates because you're making it really easy for your customers to buy from you.
  10. Post to Social Media Regularly – Make it your goal to stories 5-6 days per week and post to your Instagram feed 3-4 times per week. Be sure to include your hashtags in your posts as this is how you're going to get found by the right customers at the right time.

Need help getting started with your website? Check out this tutorial on YouTube: Getting Started with WordPress https://youtu.be/n_NuZsjJoHA

Another Note about Setting Up a Profitable Flower Business

I used to believe you had to have a physical shopfront to run a legitimate flower business. Turns out that's not true at all (particularly these days, given the last two years of changing customer behaviour).

If having a retail space is on your wish list, that's awesome! If it's not, that's awesome too.

Either way, I'd still suggest you go through these 10 steps before you get too far into the logistics of getting a short front sorted. (That's what I wish I had done so y'all can learn from my mistakes.)

These days, your online presence is how you're going to get the volume you need to reach your revenue goal and getting that sorted before your pour your heart into a shot fit out is really really helpful.

I know there is a lot to think through and that's why, on this week's podcast episode, I'm going through all of this in more detail, talking through the exact steps I'd follow if I could back to the beginning and start a profitable flower business from $0.

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

What to prioritise when it comes to setting up a profitable flower business

The biggest mistakes we made early on in our business and what I would do if I could hit 'reset' to start over in 2022

My exact approach to setting up a profitable flower shop – starting from $0

The right order to navigate these 10 steps and how to make it easier to take action

Listen to the full episode here

Full Episode Transcript

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Flower Shop Operations

Flower Shop Operations – 4 Tips for Managing Your Cash Flow

Looking for guidance on navigating flower shop operations? You're in the right place. In this post, you'll find my four tips to help you manage your cash flow and maximise the profitability of your flower shop operations.

Don't own a flower shop? Don't stress. These four tips will help you with or without a retail space.

Are you brand new to floristry? That's OK too. No doubt, this post will pave the way and show you what matters most when it comes to setting up a flower shop and flower shop operations.

Whether you work from home, have a cute studio set-up or are navigating full-on hectic flower shop operations, having a plan or a basic framework to follow is super helpful.

Real Talk: Flower Shop Operations

The truth is, most florists get stressed AF when we talk about cash flow and managing flower shop operations.

Most humans don't wanna talk about money and most florists don't wanna look at the numbers. It's kinda like, you know you're not making enough money but you don't want to sit down and look at the numbers – it feels painful and it's like rubbing salt into a wound, right?

That's because, if you're anything like me, your brain is offering up stories about how bad it's going to be. As if sitting down and coming face to face with your finances means we'll finally need to admit "It's not working."

The truth is. You already know it's not working. Now it's time to do something about it.

The reason we put it off for so long is that we don't want to feel the shame, guilt and dread. You'll do anything you can to avoid the discomfort of sitting down and feeling nauseous, right?

Or maybe you're like so many of my Flower Boss Bootcamp students who like to stay in the story of "I'm not good at math" or "I'm not good with money."

If that's you, you're in exactly the right place.

The fact of the matter is when you make the decision to start a flower business, sorting out flower shop operations and understanding numbers is part of the game. It is your job to learn these things. That's part of what you signed up for. And the sooner you realise it's your responsibility to learn the numbers, the better off your business will be (I promise!).

I'm here to make sure it doesn't feel nearly as scary or overwhelming as it needs to be.

If you're not a numbers person, you're in the right place. If you're not good at math, you're in the right place. If you're here just to learn how to get good at managing your cash flow, you're in the right place.

Tip #1: Face the Facts

Here's the thing. The numbers don't mean anything.

Whether you're $20,000 in debt or have an extra $20,000 floating around, the numbers are just innocent characters, random numbers floating around in the stratosphere. It's our human brain that makes the numbers mean something.

And we all have these internal narratives that we tie to the numbers. We, the humans, are the ones that make the numbers mean something.

It's our internal narratives that stop us from facing the facts, from taking the time to sit down and taking charge of the situation. Making the decision to sit down and look at the numbers isn't going to change any of the facts – it's not going to make the situation any worse and, in fact, it can only get better, right?

And that's precisely what I want you to do. Embrace the discomfort. Feel the tight chest, woozy stomach, or the numbness in your shoulders and come face to face with the facts. Grab a pen + paper and simply write down the current state of the nation for your cash.

Quite literally. Don't overcomplicate things. Just taking the time to write out the current figures is one of the most empowering things you can do.

Don't put it off.

Do it now.

Literally.

This blog post will still be here when you get back and you can jump right into Tip #1.

Tip #2: Get your pricing sorted

The most common reason florists aren't able to cover their expenses is because their pricing isn't sorted.

That was totally me.

For 3 years I walked around talking myself out of raising my prices. I knew I was undercharging but I was so scared of the reaction of my customers if I raised my prices.

NEWS FLASH: All the horror stories I had running around in my brain...none of them came true. Literally. None. Of. Them.

So if you're anything like me and know you should raise your prices but keep finding dumb reasons not to do it, stop it. Stop lying to yourself and have a moment of truth. Embrace the discomfort and know that most of your customers aren't paying enough attention to even see there is a price increase (And for the 1% that do, it's OK. There are lots more customers out there who want your new, premium offer.)

(If you need help understanding the right pricing models to follow, check out this YouTube video: https://youtu.be/R5-fN3vCNJM)

Tip #3: Set up a separate bank account for your taxes

It's so easy to forget about our obligations to the tax office. We start to see the money coming in and get super excited.

But I've heard so many horror stories of florists who get slammed with $30,000 tax bills. Don't do that. In fact, do your future self a favour and start planning your cash flow to account for tax obligations. (If you're an Australian florist, throw your Superannuation into this pile too.)

Cause when you run a business, the tax office will always find out about it. Always.

If you're focused on subscriptions or daily flower deliveries, once you have the second account set up, go into your banking details and sort out an auto transfer. Transfer a percentage of your weekly revenue over to that second bank account and set it up so it's done weekly. (The percentage you set is going to vary so talk to your accountant, but a good place to start is 15-20%.)

If you're focused on events and weddings, every time a client pays an invoice, go in and transfer a percentage of that payment to your tax account. Then, when your accountant does your taxes and your tax bill come up for payment, you already have the money set aside (and possibly even more than you need).

And yes, this works if you run a corporation, a partnership or are a sole trader. And yes most banks offer up a fee-free or low free second account for little to no monthly fee.

Tip #4: Track your expenses for 30 days (or more)

There's an old adage that goes something like "What gets measured gets managed."

One of the things I wish I had done sooner was to pay attention to how much money was going out the door. I spent years just mindlessly paying bills, buying stuff I didn't really need and yeah, there were some weeks I just hoped we had enough cash in the bank to cover all the invoices.

I knew I had to get my pricing sorted but the second thing I did was start to really pay attention to where I was overspending at the wholesalers and when I was buying sh*t I didn't need. For example, I used to buy all the fancy vases and containers well before I even had a booking that I might use them for. I also had a bad habit of buying too many expensive things at the wholesalers and buying all the ribbons in all the colours.

In hindsight, I realised the power came from just paying attention. Instead of telling myself, it didn't matter, I told myself to behave like an employee in my own business and I had a responsibility to pay attention.

Once I start to take charge and began to track our expenses, I noticed I paid way more attention to what I was actually buying. I started to see where all the money was going and with a few tweaks here and there I saw a major change in the $$$ that stayed in our bank account.

Let's Go Deeper: What About Setting a Minimum to Help You Manage Your Flower Shop Operations?

Setting a minimum order value can really help increase the profitability of your flower shop operations. And I think it's safe to say, the decision to set a minimum is a pretty personal decision. Every business owner has their own priorities and logistics to navigate and there are lots of details and personal preferences to take on board.

No matter what, whether you set a minimum is 100% up to you. Just because your flower bestie has a set minimum doesn't automatically mean it's right for you too.

And, because you're the CEO, you get to decide what decision-making framework you want to follow and which math formula you want to use to determine what that minimum is.

Over the years, I've learned to look at the practicalities of setting a minimum in a few different ways, giving you the tools to help you set a minimum that works for you and your flower business.

When it comes to setting a minimum and managing your cash flow, I want you to go in with your eyes wide open and feel empowered to make the best decision you can for yourself and your business.

That's why I've recorded a podcast episode diving deep into setting minimum in your flower business and passing along three different frameworks you can follow to help you determine if a minimum (and what minimum) is right for you and your flower business

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

What a minimum is and why it can help you manage your cash flow

The strategy behind setting a minimum and a few different pros and cans to consider

Examples of minimums and how different florists use them in their business

3 different ways to calculate a minimum in your flower business

Listen to the full episode here

Full Episode Transcript

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Website Must-Haves for Florists

8 Website Must-Haves for Florists

Looking for a list of website must-haves for florists? You're in exactly the right place.

Y'all heard me preach about how important your website and I believe that down to my bones. Particularly now, with the continued increase in online ordering and more and more customers getting comfortable connecting with florists online.

Your website is the easiest way to make your sales process super simple as well as making marketing way more streamlined.

But it's also really easy to get overwhelmed sorting out website must-haves for florists. The additional layers of tech, trying to troubleshoot and getting totally confused by the possibilities, add-ons and additions is totally normal.

In fact, I just saw another ad from Shopify, celebrating how easy it is to get a shop set up on their platform. I think these ads actually make the issue even bigger for us.

Yeah, it is easy to get it set up and started but getting the products uploaded, looking the way you want it to look, getting the delivery date picker sorted, and the checkout streamlined in a way that suits the needs of your customers is a totally different game.

So, I thought it would be helpful to put together a list of my 8 website must-haves for florists.

Website Must-Haves for Florists – Tip 1: Your Website Is Your Flower Business.

One of the biggest changes to come out of the last two years of upheaval is that more customers are shopping online than ever before. In fact, the world of online shopping is expected to exceed $5.5 trillion dollars in 2022. That's a big number, right? (Check out this article from Cloudwards.net.)

No longer is having a brick + mortar shop the benchmark for success as a floral designer. In 2022, your website is your flower business.

So, the goal is to translate the in-store shopping experience, the expert status of being a professional florist into your flower business website, creating an easy-to-navigate online experience for your clientele and a money-making asset for your business.

Tip 2: Find a Restaurant Theme For Your Website.

If you are going to use one of the DIY platforms like Shopify or Squarespace, when you're looking for a theme to use, focus on restaurant and cafe themes.

In the early iterations of my website, I made the mistake of paying for a portfolio theme (yes I totally got sucked in by the prettiness of the templates). But then I had to back to the beginning, figure out how to add heaps of new content, set up new page layouts from scratch and add on extra plugins and widgets.

Learn from my mistake and save yourself a giant headache on Day 1: focus on finding a theme that works for a cafe, a bakery or a restaurant.

There are so many crossovers and similarities between floristry and restaurant services that you'll be able to repurpose a lot of the default theme templates and layouts to really fast track your progress.

It's one of the easiest shortcuts to adopt when you're sorting through florist website must-haves.

Tip 3: First Impressions Matter.

Particularly in our industry. We're selling a luxury service and marking up our designs at a hefty premium. That demands that we put our best foot forward in terms of our marketing and the first impression we present to our customers.

So, be intentional with your visuals, the flow on your website and the level of sophistication you put out into the world. As crazy as it sounds, your customers are going to use your website as a placeholder for your ability to design. That means those first impressions really do matter.

If you don't want to figuring all things florist website, be sure to join us inside Flower Boss Bootcamp – we give you the templatest to follow, the words to use on each page and give you the tools to make it easier to build a better flower business website. Click here to join us today.

Tip 4: Use Simple, Direct Words.

One of the common mistakes I see florists make is trying to be uber creative with the words they use on their website. Yes, there are SEO implications with our word choice but just as important is that we need to make our language as simple as possible for our customers to understand.

Most customers are incredibly intimidated and overwhelmed by the prospect of talking to a florist and if we use too much industry jargon, designer speak and just make it all too fancy and complicated, they're going to run screaming the other direction.

So, when it comes to things like 'Order flowers', just say that. You don't need to get fancy and go with 'fill your basket' or 'spread joy'.

The general rule I like to follow with website words is to stick with the language your seven-year-old nephew would understand. Keep it simple AF.

Tip 5: Set up an About Me Page

I spent years hiding behind the facade of our business because I was worried I'd get called out as a fraud or not good enough. Turns out, I lost customers because they didn't know there was a real person, a real family behind this business.

So, don't be shy about telling your story.

Share with your clients why you LOVE flowers, how you first fell in love with this work and what your mission is. In turn, you'll notice your clients will fall in love with you even more because they'll be able to see your passion and your drive.

The brand Toms is a great example of this. We can buy a pair of slip-on shoes from thousands of different businesses around the world.

But we buy Tom's because we know their story and want to support their mission.

Your flower business is no different. Embrace the discomfort and start to share your mission and passion with the world!

Tip 6: Integrate Your Instagram Feed

This has got to be one of my favourite shortcuts for making your website look good. Integrating your Instagram feed into a few pages on your website keeps the content looking fresh, but you don't have to spend any time going in and updating image galleries or uploading new photos.

And, rather than just having it on one page on your website, don't be shy about doubling up. I suggest having it on your homepage, your about me page and your main services page.

This one tip has got to be one of my favourites when it comes to website must-haves for florists.

Tip 7: The Top Navigation is More Important Than You Realise

I didn't realise this but there is actually a lot of thinking that goes into setting up that top navigation on your website.

The goal with the navigation is to make it easier for your customers to navigate themselves through your customer experience. You want to serve up the experience and your content one step at a time.

So, put yourself in your customer's shoes and map out the process you want your clients to experience – from the moment they land on the page, to where they want to go next, second and last. And go through it all step by step (better yet, have a trusted friend do it for you and give you an honest opinion.)

HOT TIP: One of the best lessons I learned is to NOT have your wedding enquiry form linked in that top navigation. Yes, it lead to lots of enquiries but most of them were a waste of time.

Tip 8: Take It One Step At a Time

The thing about getting a kick-ass website stored is it is a lot of work. And what seems like a simple idea (thanks to Shopify), ends up leading you down a whole path of solving lots of itty bitty problems, constantly running into roadblocks and then taking the time to figure out how to overcome it.

One of the reasons getting a florist website sorted is complicated is because we need to have lots of layers of tech. For example, when your customers are ordering flowers, there are some very specific plugins we need to include (i.e. card message, delivery date picker).

This is what makes florist business websites different to other websites (and much more complicated than Shopify pitches it to be).

One of the best things you can do is get off your computer and grab a pen + piece of paper. Map out the process. Go step by step and really think about the stages your client needs to go through.

You can even look at florists in other cities, heck even head on over to Interflora or Petals just to see the steps in the process. And then start to sort it out for yourself.

I find drawing myself a diagram and going through it in detail to be really helpful.

In my experience, of all the website platforms available, I like WordPress the best. I've found it to be the most flexible, SEO-rich and cost-effective option for florists.

I know the initial set-up on WordPress can be overwhelming so check out this YouTube video where I walk you through the process step by step.

So, when it comes to sorting through website must-haves for florists, remember to take it one step at a time.

My #1 Tip for Streamlining Your Approach

Your website can be one of your best allies in growing your business. All the struggle and frustration we experience in trying to sort out the tech and getting it working is 100% worth it. It's one of the greatest gifts we can give ourselves and our business.

One of the biggest reasons I've been such an advocate for getting a kick-ass website sorted is that it saves you thousands of hours of time. Literally.

And it doesn't even need to be the fanciest, most sophisticated solution out there. I'm not talking about the sexiest plugins and latest widgets. And I'm definitely not saying you need to spend $$$$ on it.

On this week's podcast episode, I'm sharing heaps of helpful shortcuts, tips and tricks and ideas to help you use your website to streamline your approach.

Spending a little bit of time now can free up so much time and energy in the future, giving you more flexibility and allowing you to spend more time flowering and less time admin-ing.

Inside This Week's Podcast Episode:

Simplifying the website building experience for florists

My go-to strategy for getting your website sorted

The five layers of every flower business website you need to pay attention to

What to focus on first when you next evaluating your own website and making planned updates

Listen to the full episode here

 

Full Episode Transcript


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How to Wedding Florist Consults

How to Wedding Florist Consults With Ease – 5 Questions to Ask Your Clients

Struggling to figure how to wedding florist consults? Here's my go-to approach to making it easier for you (and your prospective clients)!

In 2018, I must have held the record for most wedding consults done and the least number of bookings made.

When it came to figuring out finding answers on "how to wedding florist consults" I was so lost!

Seriously. It felt like a crazy hamster wheel where I would show up for the consult, ask the questions, tell them I'd send them the quote and then either get ghosted or finally hear back that they went with someone cheaper. It was happening to me every single week.

Overcoming that challenge taught me so much and, most importantly, it got me to question how I was consulting my client consults and finding new, more efficient ways to do things.

Since that time, I've really mastered the art of the wedding enquiry process and started to really see that the process of how to wedding florist consult itself isn't the end-all, be-all. Rather, it's just one step in the customer experience we're providing our clients. It's like that one meeting is simply one piece of a bigger sales process, an experience you're providing your clients.

Rule #1: There Is No One 'Right' Way To Do Consults

We all have different strengths and different personalities. Don't shy away from that and don't assume that someone else's template is going to fit you perfectly.

Instead, I want you to think about your wedding consultation process as something that is intrinsically yours, built on your strengths and structure in a way that makes it easy for you to navigate.

Make your wedding flower consult process your own and, remember, you can forever be refining it, changing it and adjusting it.

Below, I've mapped out my five favourite questions to ask clients during a consultation – feel free to use them, try them out for yourself. But also, don't feel you must stick to this formula. Make the questions your own. Play around with the specific words you use and the order you sort through the details with.

At the end of the day, the most important thing to remember when it comes to wedding consults is that this is about building a relationship. You want to show up with professionalism and focus on building trust, really getting to know your clients and understanding what makes them tick.

As crazy as it sounds, how you navigate your consultations can set you up for a huge amount of creative freedom. If you can get a sense from your clients about their vision for the day, their priorities, what they're worried about and really dig into their priorities, you'll get such a clear picture of where you can push the creative experience and where you need to stick to a specific box.

BONUS TIP: Not sure what to include on your wedding flower enquiry form? Check out this YouTube Video: 3 Questions Every Florist Should Include On Their Enquiry Form

How to Wedding Florist Consults: 5 Questions to Ask Your Clients

QUESTION 1: Paint me a vision for the day. How do you see the day unfolding?

I like to lead with this question for two reasons: yes, it's helpful to get them to explain how they see their day going. But just as important: get them talking, have them share their vision and dedicate a bit of time getting comfortable with one another at the beginning of the session.

This question is all about setting the tone for the consult and building rapport. Your clients are as nervous as you are. Use the first 5-10 minutes to settle in, generate excitement and build that personal connection.

QUESTION 2: What are you most excited about on your wedding day?

This one question is incredibly powerful because it shows you where their values are and what really matters to the two of them.

A word of warning: don't be surprised if they aren't quite sure or they each have sort of conflicting ideas of what matters.

Not having a clear answer to this question is super common and in fact, it presents you with the opportunity to become truly indispensable.

Be the one who helps them sort out their priorities and they will take your guidance and input on all the things (particularly when it comes to prioritising budgets, colour palettes and flowers to feature).

Don't be shy about sharing your point of view and bringing them back to the task at hand: prioritisation.

QUESTION 3: What is your budget?

Yes, talking about money can feel uncomfortable but this one question serves your clients as much as it serves you.

This is one area I really shied away from in the early years of my business. I didn't want to talk about money and I didn't want to feel the awkwardness. But I know, my hesitation to talk about budgets is one of the reasons I wasted so much time and got ghosted by so many clients.

Now, just like you, most humans hate talking about money. This is true for your clients as well.

Your clients are going to feel embarrassed to bring it up and might even be filled with a sense of shame because they are convinced they don't have enough money (this is true no matter how small or big their budget is).

HOT TIP: I like to include this question on their initial enquiry form to avoid that uber awkward first money conversation. It's much easier to repeat the information from their initial enquiry form than it is to have them be the first to throw their hat into the ring.

At the end of the day, 99% of our clients don't have enough money to afford their entire wish list (that's why it's called a wish list, right?).

That's OK. Remember, you are the expert. You're there to help. Make it your goal to pass along your guidance and expertise and give them the information they need for them to make the right decision for them.

QUESTION 4: What is stressing you out the most?

This question is there to really built trust and create a better bond between you and your clients.

I've found that most couples getting married don't feel like they have enough people advocating for them, cheering them on or giving them the support to make decisions from a place of empowerment. Instead, they're trying to make sure they're not hurting anyone's feelings or hoping mum doesn't blow a gasket when she hears how much that archway is.

Become your client's #1 fan and be their #1 cheer person. They'll love you for it!

In addition to building a better bond with your clients, this question is really helpful to give you a bit of a heads up as to what to watch for on the big day.

Weddings bring up all sorts of emotions for all of us and it's helpful for us to know what we're walking into on the big day, right?

For example, it's super helpful to know if the bride is super stressed about being the centre of attention or if one of the pair is dreading what their Aunt Judy is going to do on the dancefloor.

Shortcut your progress and get access to the full suite of templates + how to guides with my Wedding Enquiry Masterclass. This course is part of the Flower Boss Bootcamp study vault. Join today and fast track your enquiry process!

QUESTION 5: If you could ask me anything, what would it be?

Yep. Give them a few minutes to ask any questions they might have. And give them permission to ask anything (quite literally, tell them it's OK if they think it sounds silly).

Remember, your clients haven't done this before (or if they have, they did 10+ years ago).

Be patient and shower them in kindness. A the end of the day, I have found this approach really does help set the foundation for being able to create an even bigger, better 'wow' client experience on the day.

Go Deeper: Wedding Consults Like a BOSS

It's normal to feel super intimated and overwhelmed navigating wedding consults. Most of us spend a lot of time worrying about how to respond to questions like "how many weddings have you done before?" or "show me your portfolio?"

We stay stuck, paralysed by our own insecurities and are afraid we're going to get called out as a fraud, feeling like an imposter. This is a totally normal human response when we're doing new things.

The remedy: create a plan for success.

Yes. When it comes to how to wedding florist consults, there is a simple formula to follow.

And it doesn't need to be super-duper complicated.

In this week's podcast episode I'm sharing some of my favourite principles for sorting through your approach to conducting wedding consult and giving you the tools to show up like a Boss at your next consult.

What you'll learn from this episode:

Why most florists approach how to wedding florist consults backwards (and how to make sure you're not!)

My five-part wedding consult framework

The fastest way to win a client's trust and book better clients – even if you're new

My #1 tip for showing up with confidence at your next wedding flower consult

Listen to the full episode here

 

Full Episode Transcript


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