How to Separate Yourself From the Competition

How to Separate Yourself From the Competition Quickly

Struggling to figure out how to separate yourself from the competition? This article gives you my super simple approach to shortcutting the process and getting results!

(And yes, it's super easy!)

When I look back now, it seems so obvious. But when I was in the thick of my struggle, filled with so much doubt and uncertainty, the very idea of making this shift, being the florist who openly talked about the ins and outs of our craft felt scary AF.

Way back in the day (just after the dinosaurs roamed this beautiful planet), nobody was showing up on Instagram openly talking about all the shiz that goes on behind the scenes.

But I was so sick of battling price shoppers, wondering how to compete with grocery stores and struggling to compete.

In our town of 40,000 people, we had dozens of florists all fighting for their little patch of land as well as the hundreds of florists who wanted to come down from Sydney to do weddings + events in our beautiful little corner of the globe.

Needless to say, this particular footprint is the definition of competitive.

And, as a newbie-you're-not-from-these-parts immigrant, I just felt like everyone was looking for reasons for us to fail.

But, to cut a long story short, when I decided to blaze my own trail and begin to share the behind-the-scenes and pro-actively educate our customers on the ins and outs of flowering, the game changed. It's how we grew our business so quickly and cracked the code on how to separate yourself from the competition.

We started getting enquiries with budgets that aligned to wish lists.

We started to have customers call us and say 'Hey, I just love your vibe. Can you do a flower delivery for me?'

And yes, nobody cared that I was new or had just finished my formal qualifications. Nobody asked me how many years I'd been in business and nobody gave a rats ass if I had ever been published in a magazine or featured on a blog.

What they saw was a helpful team of people, making it easy for them to find answers and ready to shower them with phenomenal customer service.

Flipping the Script is How To Separate Yourself From the Competition

I don't need to tell you just how secretive our industry is.

Now, just imagine being in your customer's shoes. It's nearly impossible to get a simple answer to the most obvious of questions, right?

The reason sharing your expertise ahead of time works so well is because it builds trust. And trust is a must in order to get the customer to the point of paying you money.

The real magic of understanding this strategy lies in knowing how customers make decisions.

The most important piece to know: humans do not make decisions instantly. Particularly in the overwhelming, confusing and "I don't know" land of flowering.

Quite specifically, your customers need to move through three steps before they even get to the point of paying you money.

  1. They need to find out about you.
  2. They need to like you.
  3. They need to trust you.
  4. ...Then they'll pay you money.

What's even better is that most of your customers are on the hunt for flower information at all hours of the day – so no, making them wait until your business hours just slows down the process and increases the chance you lose the sale.

Are you totally overwhelmed by the world of online marketing? Join me inside Flower Boss Academy and get access to all the templates, tools + live coaching you need to fast track your results and show up with confidence online. Click here to learn more.

So, while every other florist on the planet is keeping all the info, expertise and know-how, I encourage you to do the exact opposite.

Quite literally.

Give it all away.

Talk about your design process on your website. Share your best tips + tricks on Instagram.

(Here's a helpful YouTube video talking through the right Instagram strategy to follow.)

Be proactive when it comes to educating your clients on budgets and how much they should be spending to create a specific impact.

If you wanna dig into this even further and get my best tips for learning how to separate yourself from the competition, jump into this week's podcast episode – Why Cutting Through the Secrecy Makes You Money So Fast

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

Why you don't need to worry about the competition coming in and "stealing your ideas"

What to talk about and how to make it easy to attract better customers

My favourite shortcuts to cut through the confusion and overwhelm of not knowing what to post on social media

How to streamline your approach to marketing, sales + social media and make it even easier to attract higher-value clients

Listen to the full episode here

 

Full Episode Transcript

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The Value You Bring to Your Flower Customers

The Value You Bring to Your Flower Customers

Have you ever stopped to consider the value you bring to your flower customers?

I never did until I started to see how much I was missing the mark on obsessing over pricing...and completely ignoring the fact that we florists bring a huge amount of value to the world.

But, truth be told, we all downplay the value we bring to our clients. Although we all feel that intrinsic, real, emotional tie to flowers...the same connection humans have had with flowers for 5000 years...we "feel bad" for charging a premium.

The underlying reasons for this typically stem from one of two storylines:

  1. The starving artist persona – a.k.a. making money is bad and rich people are evil
  2. Our customers don't want to pay a premium –  a.k.a. I'm going to project my scarcity money beliefs onto my customers

I've navigated both of these experiences and battled my own demons when it comes to untangling my self-worth and scarcity money beliefs. For me, shifting the narrative and reframing the value equation is one of the best opportunities for personal growth (and revenue growth).

The concept of "value" is probably one of the most commonly misunderstood concepts in our industry because (a) nobody openly shares the expertise and attention required to create a flower arrangement and (b) the industry-proven approach to pricing is focused on stem counts and wholesale inputs.

It's time to park those two things and step into a new way of thinking.

Value Versus Price

When it comes to deconstructing the value you bring to your flower customers, it's helpful to distinguish between the value and the price.

(Yes, they are two different things.)

Here's a quick definition that I love:

Price is what you pay. Value is what you get.

Warren Buffet

When it comes to understanding the value v/ price concept, I find it super helpful to look to the big wig multinational companies for inspiration, education and a quick reframe.

Let's talk about that fancy pants phone you have. Have you ever stopped to wonder how much the company paid for the inputs to make that phone?

Apparently, it costs Apple about $600 to make an iPhone. They sell it for at least twice that amount. But the real question is, what is the value you place on that phone – the benefits it provides you and the convenience factor of having it all in one place?

That's the real shift in perspective required. Nobody cares that it costs Apply $600 to make their iPhone. What we really want to know is, what can it help us do? And how much would you be willing to pay for those benefits?

This, my friend, is the difference between value and price.

I'm also going to interject here and point out for all of you that look at Apple's wholesale inputs and go 'That's only a 100% markup – the floral industry markup is way more than that.'

You're right! It's super helpful to remember that phones don't have as short a shelf life as flowers and that particular phone can get sent in the mail pretty easily...plus very few people will be disappointed if the phone arrives on a random Tuesday or Friday in March.

Floral design, on the other hand, has way more layers and complexities to it. PLUS the layers of meaning and emotion tied into our work.

The Value You Bring to Your Flower Customers

One exercise that was really helpful for me as a struggling florist was to sit down and write down what needed to go into the process of making a super simple bouquet.

Even if you take a pretty standard 12-rose arrangement...grab a pen + paper and write down every single step that needs to happen in order for that perfectly crafted arrangement to reach your customer.

Here's a great place to begin:

  • Order flowers from the wholesaler
  • Pick up flowers from the wholesaler
  • Process the flowers
  • Keep them cool and out of sunlight until the order date
  • Make the arrangement
  • Wet wrap + gift pack the bouquet
  • Write the card
  • Deliver the bouquet
  • Make sure the recipient is at home

Now, all of that depends on also being able to make sure you get found by the customer (i.e. website, Google Ads, Instagram hashtags, Google Business listing), make it easy for them to place their order and you have a facility to take payment, gather the delivery info and know what date the flowers need to be delivered on.

Once you get into all the details, it's easy to see the steps involved in making what seems like a super simple arrangement, right?

But here's where the magic lies in this experiment...what is it worth to the customer? What is the value they place on having a beautiful bouquet of roses delivered to their loved one on the right day, crafted with care and professionally designed?

The penny dropped once I realised that the industry-proven approach to pricing was just a starting point. Once I decided to value the care, expertise and attention that go into making this work happen (and reminding your customers that every time out) it become super easy to command a premium for our work.

If you wanna dig into this even further, shift your perspective and feel more confident in your sales process, jump into this week's podcast episode – The Value Chain (What are you actually selling as a floral designer?)

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

How to sell yourself on the value of your offer

My super simple solution to overcoming self-doubt and uncertainty so you can raise your prices and make more money

The real secret to getting out of your own way and pricing with confidence as a Flower Boss

Easy ways to win your customer's trust and pro-actively demonstrate the value you provide

Listen to the full episode here

 

Full Episode Transcript

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Mindset tips for florists

#1 Mindset Tip For Florists Who Struggle With Confidence

Looking for mindset tips for florists? You're in the right place, my friend!!!

But, before I pass along my #1 mindset tip for florists who struggle with confidence (and wanna stop feeling like a total imposter), there's one little itty bitty bit of insight I want to provide so we're all on the same page.

Why Being a Business Owner Feels So Awkward...

Here's the thing nobody tells you when you make the decision to start a flower business:

You're in charge.

On the surface of it, this doesn't seem like such a big deal but it is everything. Like yeah, E–V–E–R–Y–T–H–I–N–G.

It's this one thing that makes us feel like a fish outta water.

Every one of us has spent years, decades, being told by other people what to do. We grow up with our parents telling us the rules. Then we go to school and have teachers and advisors telling us how things need to be done.

Then we go to university or get a job...and there are more people telling us what to do.

Then, somehow we get this crazy idea to start a flower business and get our paperwork sorted and...NOBODY TELLS US EVERYTHING IS DIFFERENT.

But everything is different.

When you're the head honcho, the Flower Boss, the CEO, you are the one calling the shots, making decisions and need to take charge.

And that sh*t is awkward.

Being in charge, calling the shots, is not our normal way of being.

But that's OK. It's not a problem.

The secret to making it work is focusing on mindset tips for florists. (Also, if you're anything like me and you like a little positive voice in your head, cheering you on, be sure to check out my weekly Podcast #ForFlorists – it's a great resource to feel supported and know you're not alone.)

I Wish I Had Known...

The truth is, starting a business is actually super simple. You fill in some paperwork and check some boxes. Maybe you pay for some sort of formal registration. But really, it's all super standard stuff. It happens every day. Ain't no thang.

But nobody tells us the identity shift that is required. There is no popup box or 'please check here' to confirm that you understand that you are now the one calling the shots.

Nope.

And because nobody talks about this stuff, we all walk around feeling like total imposters and complete frauds (waiting for the flower police to show up and tell us we're doing it wrong.)

If that sound familiar, I'm here to tell you it's totally normal.

You are not broken. You are a human being with a human brain and that human brain of yours is working just as it's programmed to work.

That fear, doubt and uncertainty, it's to be expected.

Particularly when you make the decision to start a business.

Personally, I just wish someone had told me that the day you decide to start a business is the day that you're signing up to be a CEO – a Flower Boss – and that requires you to learn a whole new set of skills (way more than just what's in season and how to get good at design).

Mindset Tips for Florists

Here's the one thing I've learned in +10 years of running my own business: it's OK that being a CEO + Flower Boss feels awkward.

Feeling awkward is OK.

Feeling awkward is not a problem.

Seriously. It's not.

If you dig beneath the surface and do an itty bitty little bit of research on your favourite leaders, creative entrepreneurs and CEOS, you'll quickly learn that none of those people came out of the womb knowing how to do all the things.

Literally, they knew so little about what was "right" and what was "wrong". They just decided to show up, kept putting in the time and energy and figured it out one step at a time.

At the end of the day, they are no different to you and me.

They are human beings with a human brain. They also have moments of doubt, fear and uncertainty. That's a normal part of the human experience.

And yeah, when you show up to work today, you will have moments of "WTF am I doing here?"

If you struggle with confidence, you're not alone. That's precisely why I created Flower Boss Academy. Join today and get access to a supportive community of flower fairies, jump into live classes and get access to private 1:1 coaching every single week. Click here to learn more.

No doubt, those moments happen when you need to step up and be the CEO. And then you'll have moments of 'Hey this is kinda fun.' That's more likely to happen when you're designing, doing the flowering thing and being an employee in your own business.

This distinction is really really helpful – knowing there are times when you'll need to be a CEO and time when you get to be an employee. And learning how to jump between the two is one of my favourite shortcuts for making progress. In fact, you can use these two personas as a great hack for creating more confidence.

The truth is, this has been one of the most powerful mindset concepts I've ever adopted – and I use it in so many different areas of my business. It started with pricing, but since then, I've adopted the Employee v. CEO Mindset shortcut in almost every other area of my business.

If you wanna dig into this even further and get more mindset tips for florists, jump into this week's podcast episode – CEO v. Employee Mindset 2.0

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

Why you need to think about being a good CEO and a great employee in your own business

The real reason we stay stuck in overwhelm and confusion as business owners

My #1 tip for conquering pricing, not overbuying at the market and staying consistent on Social Media

My easy shortcuts for knowing when to step into the Employee role versus when to be the CEO

Listen to the full episode here

 

Full Episode Transcript

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Establishing a Relationship with a Floral Wholesaler

Establishing a Relationship with a Floral Wholesaler: 3 Tips To Make It Easier

Not quite sure where to start when it comes to establishing a relationship with a floral wholesaler? I'm here to help.

If you haven't been to the Sydney Flower Market, you need to make a plan to go. It's gotta be one of the most magical flowering places on the planet.

And the most stressful. (As a florist, it's kinda like walking onto the set of Mean Girls right in the middle of that scene where the jungle fight breaks out.)

It's super intimidating. Everyone walks around looking like they know what they're doing (and you feel like you're the only one wondering WTF is going on). In addition to all the pros lookin' like pros, the general public is allowed in and you're fighting for a parking space and elbow room just to get in the doors

The place is massive. There are more than 150 wholesalers spread out over a few acres of space. It's all set within a massive warehouse, filled with the season's best. Buckets are spilling out of every corner, ballooning with the best blooms. For us florists, it's the literal 'kid in a candy store' experience.

Yes, it is a sight to be seen.

But it also kinda makes you wanna run screaming in the other direction, questioning your life choices and wondering how the heck does a wanna-be-florist go about establishing a relationship with a floral wholesaler?

The worry is compounded when you count up the number of well-established florists who have been working with wholesalers for years and even decades. What's a girl to do? (Panic and run screaming in the opposite direction...heading straight back into the corporate world and back to a desk job??? Yes, I did contemplate that many, many times during the 3:30 am alarms.)

So, I thought it might be helpful to pull together my top three tips when it comes to establishing a relationship with a floral wholesaler.

If you're brand new, this blog post will give you an insider's scoop on the florist + wholesaler relationship.

If you've been in business for a few years and want to take your flower business to the next level, this blog post will give you a few unexpected surprises, spark new ideas and give you a few secrets to ensure you separate yourself from the competition.

Why Establishing A Relationship with a Floral Wholesaler Matters

In the world of cooking, one of the best principles to follow is "Start with good ingredients." The same thing goes for flowers.

You'll be so much happier with the end result of your flower arrangements if you start with fresh, high-quality ingredients. In fact, one of the ways we created a loyal customer base in our flower shop was to make sure we focused on offering the highest quality, longest-lasting flowers.

I remember one year when a woman came in to tell us that her Mother's Day flowers lastest three weeks. Now, that's certainly not the norm, but it's always stuck in my mind because when you source quality ingredients and educate your clients on how to care for their flowers, they'll be so happy they'll tell their friends. And that extra word of mouth helps to grow your business and your bottom line.

As a floral designer with grand ambitions, having access to – and building relationships with – growers and wholesalers who have high-quality products (and quality customer service) can make all the difference in your success.

Investing the time and energy into building relationships with your floral wholesaler takes time but it can be one of the magic bullets to building a loyal following and growing your bottom line.

PRO TIP: I remember one of my flower school teachers told me "Cheap flowers are cheap for a reason. Don't ever expect them to get better." That piece of advice has always stuck in my head and I truly believe when it comes to whoelsaler flowers, you do get what you pay for.

How to Approach Floral Wholesalers

Here's the most important thing to remember: your wholesalers are running a business. Their list of to-dos and sh*t to sort through is just as long as yours.

Even with that being said, never underestimate the power of being professional and polite. The art of great customer service is lost on so many business owners but it's one of the secrets to building any B2B relationship.

For example, you know how when you walk into a business and get a kind smile, a professional greeting and the staff actually make eye contact with you. Yeah, I mean that kinda "back to basics, treat humans as humans" sorta professionalism.

The same thing applies when it comes to establishing a relationship with a floral wholesaler. So, whether you've been working with your wholesaler for years or are just starting out, Rule #1: be kind to your wholesalers.

And yes, be kind, even if they don't give you the time of day.

Remember, it's totally normal for wholesalers to be working all hours of the night, not sleeping and running on empty. So don't be surprised if they can barely string two words together. Don't forget: your wholesalers are running a business and you are not their only customer or concern.

If I could go back and tell my old self one thing about establishing a relationship with a floral wholesaler, it would be this: no one knows who you are and that is your best secret weapon.

If you're anything like me and feel like a total imposter and fraud, walking into a busy wholesaler brings up all of our insecurities and 'who do you think you are' storylines.

But let's flip that story on its head. The fact that your wholesalers don't know who you are is a great advantage. It means you can be a total noob and no one is paying enough attention to remember you.

So you can go ahead and ask all the dumb questions, get embarrassed and get through all the awkward 'first day of school' tremors. Then come back again next week and do it all over again.

Remember, No One Was Born Knowing All The Things

Read that again...

Maybe even write it down somewhere you'll see it every day.

This one thought has served me so well when walking into super intimidating, scary, new situations.

Because yes, quite literally, no one was born knowing how to do anything. We've all had to learn stuff and make mistakes and ask heaps of questions to get to where we are today. That means you get to do the same thing.

In fact, when it comes to building relationships with wholesalers, I actually like to just go all in, be brave and default to asking wholesalers and growers heaps of questions.

I do this for two reasons: (1) they know a lot about flowers – like a lot a lot, way more than you and I could ever know and being able to glimpse just 1% of that information is super helpful for you and your business.

And (2) it gives you a taste of what their long term customer service is going to be like. Wholesalers who cannot be bothered to acknowledge you, answer a couple of questions and don't see you as a valuable, paying client...they may not be the kind of partner you want to have in your business in the long run.

I use the word 'partner' very intentionally. Your wholesalers and growers are your partners in crime. Choose them wisely and then invest the time and energy into building, growing and maintaining those relationships – you never know when you'll need them to come in and save the day.

PRO TIP – If you need help sorting out how much to order from your growers and wholesalers, be sure to check out this super helpful blog post: Learning How To Create A Floral Design Recipe

Don't Forget, Local Growers Are All Around You

Yes, bigger more established wholesalers are awesome. But so are the growing number of boutique flower farmers popping up all around us. It's very possible you have access to some of the best, freshest ingredients around – it might be a few KMs down the road or literally down the street.

Do some digging. Jump on Google. Search Instagram hashtags and see if any local growers pop up. You never know who you might be able to connect with and what sorts of magical ingredients are being grown in your neighbourhood. And it could be that you get exclusive access to something amazing and build a whole network of local growers who will grow alongside you.

For example, my most favourite dahlias growers set up their entire business about 3km from my house. I was astounded to see their operation and set-up and I loved being able to support their family-run business.

Plus their dahlias are unlike anything you've ever seen. In peak season, we'd be going through 50-60 bunches per week and it was so awesome to have access to this quality product.

I loved these dahlias. Our clients loved these days. It was so incredible!

Many times, these kinds of growers may not be able to work with the larger wholesalers because they don't have the volume to support their structure. But that makes it a perfect opportunity for you.

Again, don't be shy. Reach out. Make a connection. Be kind. Be professional and be polite. They won't bite. (Just remember their to-do list is just as long as yours is – probably even longer.)

More Tips To Help You Build A Better Relationship With Your Wholesalers (FREE resource)

In this week's podcast episode, I'm digging more into the world of wholesaler relationships.

I'm sharing a few funny stories about what it's really like to shop at the Sydney Flower Market, with all the famous florists as well as passing on my best tips for building better relationships with your floral wholesalers and local growers.

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

5 tips to help you build better relationships with your wholesalers, even if you're brand new

The three most important things to know when it comes to wholesaler and flower grower relationships

Why the relationship you have with your wholesalers matters so much

How to approach new wholesalers and growers and quickly win their trust (so you can get the best flowers!)

Listen to the full episode here

 

Full Episode Transcript

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Wedding Florist Enquiry Process

Wedding Florist Enquiry Process – Our Exact Approach

Looking for an insider's guide to the wedding florist enquiry process? Here's our exact approach.

If you're a wedding florist, your enquiry process is one of the most valuable assets in your business.

Quite literally, that process is worth money.

As per my usual approach, I'm here to bust through the secrecy and give you a run down on our EXACT approach to navigating wedding enquiries. Yep! Yep and more yep!

How I Created Our Wedding Florist Enquiry Process

When I first started as a baby florist, I fell into the trap of thinking that I had to do fancy proposals, custom quotes and face-to-face consults.

I think with my very first wedding enquiry, it took me more than a week to get her a quote. That was after the hour-long consultation. I spent hours on that proposal, trying to make it look at fancy and legit.

Man oh man, I'm so surprised she stuck around but since that experience, I have learned SO much about how to effortlessly navigate wedding enquiries.

The key to figuring it out? I paid attention to what wasn't working.

In 2018, I remember looking back at my calendar and seeing how many hours I had spent on consults. My close rate was disastrous and I was wasting hours every single week meeting with prospective clients...which got me $0.

Talk about a waste of time (for me and the people who didn't book with me).

But that year was also revolutionary in my business.

I could see how much time I was wasting on these enquiries and in-depth consults.

I just knew there had to be a better way.

But, instead of trying to follow the traditions of our industry, I put my blinders on. I decided to create my own way. From scratch.

I literally threw out everything I thought I had to do and got focused on creating a system that was easy for me and super efficient for my clients.

Why? Cause I knew I had to shake things up. I couldn't afford to waste so much energy on non-money-making activities. It was, quite literally, the definition of inefficient.

So, I went through the process of completely overhauling our wedding florist enquiry process. And yeah, I kinda have broken every rule in the book.

Jumping right into the myth-busting bit...I don't use fancy proposals. I don't do custom quotes. I don't do consultations. And I don't use expensive software solutions.

I keep it bare bones.

Why? It allows me to focus on what matters most to my clients – being quick and being helpful. And, I can sort through new enquiries in a matter of minutes, rather than days (or weeks).

Wedding Florist Enquiry Process – Here's Our Exact Approach

Here you go. This is the step-by-step summary of our approach.

Inside Flower Boss Academy I go through this in itty bitty detail and I give you all of my templates + shortcuts. So, if you wanna get my exact approach and shortcut your progress, come join us today.

Let's start at the very very very beginning...well before the client even contacts you.

  1. Share helpful tips in your marketing. Yep. BEFORE the client even enquires, be open with your guidance and share your wisdom. Do this on social media, your website and anywhere where your clients might be on the lookout for a wedding florist.
  2. Be proactive about talking $$$. This is the fastest way to get rid of the budget clients. The first solution I created was a simple blog post that gave a breakdown of key price points (i.e. $2K, $5K, $10K, $20K). I later then discovered a free WordPress plugin that allowed me to create an online calculator. (That was an awesome innovation for us and our clients!)
  3. On your enquiry form, ask them two seemingly unexpected questions (1) what is your budget and (2) what are you looking for in a floral design team. This gets the money piece on the table early and it changes the dynamic of the relationship (less "master > servent" and more "partnership")
  4. After they respond, send them a template email with a few points of personalisation and point them to (a) the budget blog post or online calculator and (b) your top 10 tips for wedding flowers. Also, make it clear what the next step you want them to take if they're happy to continue.
  5. At the bottom of this email, point them to an online form (a Google Doc is good enough). In this form, ask them to give you all the info you'd traditionally get in a consultation (yes, this form will be long!)
  6. Based on what they have supplied in their Q&A, put together a very simple email with two pricing options (a) their wishlist and (b) your recommendation based on their budget. No matter what your client's budget is, their wish list will always cost them more (that's why it's called a wish list!). They will love that you're giving them both solutions. It gives them a helpful point of view and valuable insight to make an informed decision.
  7. After a little back and forth, (no doubt, they'll have questions) wait until they say the magic words "How do I go about booking you in?" That's when you jump into doing up the formal quote, getting the contract together and adding in your notes.
  8. The client pays 25% to secure your team for the date. And shazaam...another beautiful client booked!

My goal in sharing the above process is to give you an idea of what's possible when it comes to navigating new wedding enquiries. But know that it's not the only way to make it happen.

No matter what you end up doing with your wedding florist enquiry process, just know that you get to create a system that works for you. Lean into your strengths and create a system that is easy for you and helps you get to the goal of booking one in four enquiries (without wasting hours and hours of your time or your client's time).

If you wanna dig into this even more and get more juicy tips from me, I'm passing along more helpful insights in this week's podcast episode – Optimise Your Wedding Enquiry Process – 3 Quick Wins

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

My best lessons learned from navigating more than 2,500 enquiries

My best shortcuts for optimising your enquiry process

Three common mistakes many florists make when they're navigating new enquiries

Super simple solutions for dealing with price shoppers and budget brides

Listen to the full episode here

 

Full Episode Transcript

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How to Make More Money as a Farmer Florist

How to Make More Money as a Farmer Florist

Wanna learn how to make more money as a farmer florist? You're in the right place.

Over the past few years, I've worked closely with farmer florists from all around the world. It's been such an honour to watch them grow and really evolve how they show up as business owners, designers and industry leaders.

Truth be told, there are a lot of common mindset blocks that many of my Flower Boss Academy members share – but there are two very specific scarcity stories that farmer florists struggle with.

But First, Some Context.

Now, here's the thing, we're all human beings. We all have a human brain.

Your brain's job is to think. It's what it does day in and day out and it offers up something like 60,000 thoughts in the run of a day.

Of those 60,000 thoughts, 80% are negative and 95% are repetitive thoughts.

And here's the real kicker...every one of us walks around thinking "our thoughts" are "the truth".

We accept every one of those 60,000 thoughts as unarguable facts.

Except they're not.

They are just our brain's default (likely negative) interpretation of the situation.

It's these repeated, negative stories that stand in the way of us creating the results we want to create in our businesses (and our lives).

Here are a few of my favourite examples that many struggle with...

  1. I cannot charge that much.
  2. My area is too competitive for me to charge full price.
  3. Pricing is hard.

Now here's the fun bit: none of these things is the truth.

If you were to ask 100 florists, there's no way they would all agree (particularly if you ask the amazing humans inside Flower Boss Academy!).

The profits in my business finally took off after I learnt the idea that those thoughts aren't actually 'facts'. That they were just stories I was telling myself – stories that "felt true" because I had been telling myself the same scarcity-based narrative for so long.

For years, I walked around believing each one of these stories. It's these stories that stood in the way of me creating the results I wanted to create in my business.

Why? Well, when you tell yourself 'You can't charge that much,' you feel unworthy and undeserving. When you feel unworthy and undeserving, you give away your work. You offer discounts. You don't pay any attention to how much you should be charging and you just stay stuck in the spiral of underearning.

The result? You wake up each day trying to convince yourself that it must be enough just to love your work. And you don't even learn that you can charge more and how to charge more. (Hello, Starving Artist persona!)

It's scarcity thinking at its best. You are not broken and there is nothing wrong with you.

This experience is how your primitive brain behaves without any sort of adult supervision. Just the fact that you can think about what you're thinking about means you can decide to think anything you want.

It's literally about making the choices between allowing your default thinking to stay stuck in "I cannot charge that much" versus "Maybe it's possible I could charge the same as Kathleen does."

The truth is, you can choose to believe anything you want. You can decide to believe Santa exists. No one can stop you.

So, you can choose to believe that pricing is hard and you cannot charge to the industry formula.

Or you can get to work changing your money story and getting out of your own way so you can watch your profits increase.

How to Make More Money as a Farmer Florist

How does this all relate to making more money as a farmer florist? Well, here's the short version.

When it comes to learning how to make more money as a farmer florist, there are two important mindset shifts you gotta make:

  1. Shift out of the default 'farmer' thinking and into a 'floral designer' mindset
  2. Start appreciating the additional value you bring to the table because you know exactly what's gone into each bloom you grow

Here's one of the most powerful mindset shifts you can make in your business and one of my most favourite questions to ask farmer florists who are struggling with money...

Who do you get to become if you believed your flowers are more valuable than the ones available at the big wholesalers or the grocery store?

I dig into this and much more in this week's podcast episode – 2 Mindset Shifts Farmer Florists Must Make in Order to Increase Your Profits.

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

How to make more money as a farmer florist today

One of my favourite shortcuts for believing your 'home-grown blooms' are more valuable than the fanciest flowers you can get at the wholesalers

How to step out of the farmer's mindset and into the premium, floral designer's mindset

Step-by-step examples to help you rewrite your 'making money' scarcity stories

Why you don't have to make the trade-off between creativity, passion and money

Listen to the full episode here

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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

 

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10 Things I Did to Grow My Flower Business

10 Things I Did to Grow My Flower Business

Looking for the 10 things I did to grow my flower business? You're in the right place.

One of the most common questions I get asked is, "Kathleen how did you go from a newbie, fresh outta flower school designer to a 6-figure designer so fast?"

Well friends, if that's your question, you're in exactly the right place.

And I mean, let's be honest, even if you're already a six-figure florist, I really hope I'm able to drop a few knowledge goodies for you too.

I spent so long trying to piece together all the things and it took me years to figure out how to attract the right customers, feel confident with my pricing and finally run a business I actually liked.

My goal with this blog post is to pass along the exact things I did to grow my flower business and make it easier for you than it was for me. Cause ummm yeah, this industry is so secretive when it comes to getting customers and makin' money. But I'm here to bust through the silence and pass along as much wisdom and expertise as possible.

So, let's get into it, shall we?

Actually, Just Before We Begin...

Here's the thing: hindsight is 20/20.

I don't want you to think that I knew what I was doing – it's not like I had a list from another florist called "10 Things I Did to Grow My Flower Business". What I want to map out for you here is a very clear, step by step guide on what you need to do, having learned from the 1000s of mistakes I've made and blunders along the way.

Know that, yes, 100% I messed up. I made so many mistakes when I was trying to figure out how to grow my flower business. So know that I did not come out of the womb knowing these things and being able to pull together such a succinct list is because of the benefit of hindsight.

I just want you to skip over the 'I don't know WTF to do first' bit and jump to the 'making money + enjoying flowering' part waaaaayyyyy faster than I did.

For those of you who have been following my journey for a while now, you already know many of my failures – attempting to sell super cheap wedding packages, offering up table arrangements for $45, overstuffing designs every which way to Sunday and hesitating to even charge clients $15 for delivery.

On the other hand, if you're new here and you're thinking that Kathleen's business growth has been so easy, I'm happy to burst that bubble. Imagine the exact opposite of that...and that was what the first five years of my flowering journey looked like. #hotmess

Now, let's get into the list, shall we? If I could rewind the clock, start all over again, here's exactly what I would focus on to grow my flower business...

10 Things I Did to Grow My Flower Business

#1 – Branding

Let's start at the beginning (even if you've been in business a few years) when it comes to the 10 things I did to grow my flower business, branding is definitely at the top of that list.

Take the time to craft a premium brand. And no, I don't mean get a fancy designer to work on your logo and get business cards printed. I mean sit down and go through a very intentional, strategic planning process to land on a clear vibe (like the one I teach inside Flower Boss Bootcamp).

In the end, no one thing is going to make or break your brand but what I know now is that the collective power of all the pieces of the puzzle contributes to attracting better, more premium clients. So be intentional with every customer touch point, the packaging you use and the overall vibe of your website and Instagram feed.

And, yes, this is something to start sorting through on Day 1. Right after you land on your business name, lock in that URL and save your IG handle, I'd start mapping out your vibe and brand.

No, it doesn't need to be complicated or hard (or expensive). In fact, in my experience, you can get your brand sorted in an afternoon and then get to work on pulling together all the details as you build your business.

If you want to learn my exact approach, come join us inside Flower Boss Bootcamp. I break it down for you step by step and it's one of the best things you can do today to get your dream business sorted.

#2 – Define Your Offer

I used to believe that in order to grow a profitable flower business you had to cater to a broad array of customers. Kinda like you had to be all things to all people and have your clients dictate your designs.

I did that for three years. It was awful.

It was hard in so many ways and it's actually a super inefficient way to run a business. It's kinda like if you were to walk into a restaurant and the chef had to be ready to make any meal at any time. Imagine if the first customer who came in wanted a vegan lasagna, the second customer wanted chicken vindaloo and the third client wanted a triple-chocolate gluten-free donut tower.

Oi. That just feels hard.

But that's how so many of us are taught to run our flower businesses.

It's time to turn the whole thing on its head and put yourself in the driver's seat. Decide now who you want to cater to and who your ideal client is. Then spend time thinking about your design aesthetic and what you want to create.

#3 – Create Your Set Menu

By far, this is one of the best ideas I've ever landed on as a floral designer. The basic concept is that you get to sit down ahead of time and decide the formats you'll use, the ingredients you'll feature and the colour palettes you want to offer. Do the math to set up your prices and then get to work learning how to sell that work (again, not actually that hard).

The concept is exactly like that of a restaurant menu. And, in fact, it's one of the most helpful things you can do for your customers – too much choice, too many decisions always leads to overwhelm. Overwhelm and confusion leads to no sale.

Again, this is how so many florists run their businesses. We wait for the customer to tell us what to make. Take a really long time quoting it up and then get surprised when we're ghosted. Again.

It leads to disappointed customers. And disappointed florists.

So, do your future self a favour. Sitting down now and map out your core menu. Be super selfish and decide how abundant you want your designs to be, what kinds of ingredients you want to use and the formats you'll offer. Do the math.

And then, instead of scrambling to quote new designs or new work, pour your focus into learning about sales psychology and marketing tactics. (Fun fact: the problem is never the price. Your customers want more than just a cheap bunch of flowers...but you don't get to learn that until you move past the self-doubt and uncertainty around pricing.)

#4 – Focus On Your Website

One of the biggest changes to come from the pandemic is how customers are shopping for florists. no more looking for the local flower shop or physical retail space. More and more customers are confident shopping online – whether it's for flower delivery, signing up for a workshop or ordering wedding flowers.

These days no longer is having a physical shop the mark of a credible, well-established florist. Instead, the functionality, sophistication and ease of your website is the most important asset of a flower business. (Yes, it's way more important than that window display you wanna work on in your shop.)

In today's online shopping world, customers expect a great user experience, modern design and easy to navigate content. Plus, in today's "I can Google anything" world, they want to get answers to their questions quickly.

Having a website that aligns with your customer's needs makes a world of difference to your business growth and that's why it's #4 on my 10 things I did to grow my flower business list.

#5 – Sales Systems

Now, I know the word 'systems' makes you wanna barf. I get it. It's boring and unsexy. But even a set of email templates, a basic Google Doc you can copy + paste from will save you so much time.

But taking 20 minutes to map out your customer's path to purchase, the steps they go through from the minute they find out about you to the moment you deliver the flowers to the end recipient, the more you can put that on rinse and repeat and that's good for you, your customers and your bottom line.

Why? Well, two reasons (1) you'll save heaps of time, which is awesome. But (2) you'll also save heaps of energy and as you know, it takes a lot of energy to be a floral designer. So anything you can do to make your systems more 'rinse and repeat', the better off you'll be.

#6 – Share Your Knowledge with Your Customers

I know this sounds a little crazy, particularly in our industry where everyone wants to keep their knowledge to themselves, but all that expertise and know-how you have, use that in your marketing. Write blog posts sharing helpful tips + tricks for planning a wedding. Use your Instagram captions to educate your customers about what flowers are in season and how to get the best bang for their buck.

When I started to brave the waters of sharing more helpful content on our website and our Instagram feed, I saw a dramatic shift in our sales. The speed with which we were booking clients was so amazing! Even better, our clients started giving us more creative freedom – they trusted us more because we were so open with our expertise. It's so fun!

#7 – Instagram Hashtags + Helpful Content = More Wedding Enquiries

This combination is exactly how we landed on the preferred venue list of one of Australia's top wedding venues (with no local area contacts, no insider scoop and not all that much experience).

PRO TIP: Focus on hashtags specific to your ideal client and then create a content strategy that aligns with what matters most to your customers.

In reality, most florists are so focused on "out designing" their competition that they completely miss the opportunity that Instagram provides to us. This is where you can come in and scoop up the good customers.

And yes, even with the tise of Tiktok, Instagram is still one of the fastest ways to get found by your dream customers and get bookings at those big fancy venues.

#8 – Google Ads, Google Business Listing + Simple Online Catalogue

I wasted so much time, energy and money on sh*t that delivered $0 to our bottom line. But when it comes to increasing your order volumes and getting more customers, Google Ads is by far the best option (I'm sharing more on this in next week's blog post so stay tuned for that goodness).

Getting your Google Ads sorted, paired with the right online catalogue strategy and a basic Google Business listing and you'll start to see more online ordering coming in pretty quickly.

PRO TIP – you can have a Google Business Listing even if you don't have a physical retail space. When you set up your listing, there is a checkbox to tell Google "I don't serve clients at this location" so then you can work from home, maintain your privacy but still be listed in the places that matter most.

#9 – Build Your Flower Family

Being an entrepreneur is hard work. Having support is a must. And having the support of people who get the weird-ass flower world we operate in matters.

One of the best ways I've been able to connect with like-minded florists is to sign up for workshops. I've met some of my closest flower friends during these experiences and I know that coming together with a shared perspective, shared values and shared mission makes all the difference in the world.

Even if the other florists have travelled from far away and you don't see them in person very often, just having a network and community you can connect with, share your troubles with and ask lotsa questions, makes a world of difference for your long term growth.

#10 – Get Coaching

I landed in the world of coaching kinda late in my career. Honestly, I spent so long thinking "I should be able to do this on my own" that I know it held me back.

These days, I see such dramatic progress in my business because I find the experts who can help me and teach me. In truth, I've spent more than $100,000 on my own training and education and I have no inclination to ever stop.

But, investing in yourself is always a great investment – it's the only thing that keeps paying off year after year after year.

So, whether it's having a mentor, signing on with a business coach or joining us inside Flower Boss Bootcamp, you'll see bigger results so much faster with the help of a mentor or coach by your side.

Let's Go Deeper: How to Grow Your Flower Business Faster (FREE Resource)

In this week's podcast episode, I'm sharing one of my favourite shortcuts for creating bigger, better business results quickly. I know it all sounds a little too good to be true, but that's why I wanted to record this podcast episode.

In this episode, I share my favourite mindset hack for showing up when things aren't really going to plan (i.e. you're not making enough money). And I teach you how to get 'unstuck' when you feel like you're not making real, measurable progress in your business or you've reached a plateau in your growth.

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

Why learning how to own your accomplishments matters and how it impacts your results

Why most of us consistently feel frustrated with our progress and how to break that habit

My super simple approach to learning how to own your accomplishments (even if you're convinced your goals are too big and too ambitious)

The one daily practice I've created in order to support myself on this roller coaster ride. It's super helpful even if you are making progress in your business and making money

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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