How to Raise the Prices in Your Flower Business

How to Raise the Prices in Your Flower Business

Here's a question I get asked a lot: "Kathleen help!!! I'm not sure how to raise the prices in your flower business?!?!?"

Welcome to 2022, peoples. Petrol prices are rising. Staff costs are increasing. And wholesale flower prices keep going up. What's a florist to do?!?!?

If any of these questions have ever crossed your mind, you're not alone. You might be searching high and low for answers to questions and wondering about things like: What should I do about inflation? What do I need to know about raising fuel prices? Flower prices? Delivery prices? Labour prices?

You might be thinking, "Everything keeps going up. I don’t know how to counter that effectively."

You're not alone!

It's kinda like the last 24-36 months have put all of our self-doubt and fears under a magnifying glass. Maybe you're like so many florists, and last year was the year you finally wrapped your head around charging the right premium.

And now, in 2022, you're faced with rose prices almost twice what they were a little while ago. So, you're back to feeling riddled with doubt, second-guessing your approach and walking around on eggshells, afraid to raise your prices.

I'm here to help!!!

The Quickest Approach: How to Raise the Prices in Your Flower Business

Here's my simplest answer to the question, "How to raise the prices in your flower business"...don't be alarmed cause it's stupidly simple.

You. Just. Raise. Your. Prices.

Seriously.

You grab a pen and paper and you sit down and do the math. And then go into your business update your prices.

And you do that right now.

You don't need permission. You don't need a special form to make it happen. You don't need to wait until Monday or the first of the month or the beginning of the next financial year.

As the kids at Nike say, Just Do It.

Of course, it's way easier said than done, right?

For most of us, when we're told to just go rip the bandaid off, it brings up all kinds of uncertainty and self-doubt. Unpacking those stories is the real task at hand (welcome to being a human being with a human brain!).

So, here's my 3-step solution to making it work...

Step 1: Get Curious

When it comes to thinking about what's standing in your way, what's preventing you from simply going out and doubling your prices, you might feel as though there is some sort of invisible force holding you back.

That invisible force is your limiting beliefs.

We all have them.

It's that little voice in our head that comes up with dozens of seemingly valid reasons why we shouldn't just rip the bandaid off and raise our prices.

Maybe that little voice in your head is saying, "You'll lose all your customers" or "This won't last forever. Just ride it out."

Or maybe it's saying, "No one else is raising their prices. You shouldn't either."

Job #1 when it comes to taking action and learning how to raise the prices in your flower business: get curious about what little voice is offering up to you.

And do this from a space of compassion and curiosity – this is all about making space for fear and doubt. Continuing to beat yourself up and talk down to yourself ain't gonna help the situation. (Trust me, I've tried that approach!)

How do you do it? Easy, grab a pen + paper and start writing down all the stories you're telling yourself. Every single reason your brain is offering up.

All of them. Don't judge them. Don't beat yourself up for any of it. Just get curious.

Once you've filled a full piece of paper with all your thoughts, you'll begin to see that it is just that: a buncha thoughts. It's all a bunch of stories we're telling ourselves to stay safe.

Again, nothing has gone wrong here. You are a human being with a human brain and this is how the whole thing is programmed to operate.

Just the simple act of getting the words out of your head and onto paper is one of the powerful mindset management tools we can use. You start to regain your authority and power of your thinking just by seeing the words on paper.

And you start to look at the stories differently when you can actually "see" the words in front of you. It puts you and your prefrontal cortex back in the driver's seat. It's the first step in the process of learning how to raise your prices in your flower business.

Step 2: Flip the Script

One of the most fascinating features of your human brain is that it will continue to be on the lookout for evidence to support your own belief systems. Even if those belief systems aren't serving us, it's how your brain is programmed to operate.

For example, if you're telling yourself, "No one else is raising their prices therefore I can't either." Your brain is always on the lookout for proof that the story is true.

It's like a self-fulfilling prophecy and keeps you stuck in your under-earning cycle.

The beautiful thing is that the reverse is also true. You can intentionally build an entirely new belief system by finding evidence of a new story, a more empowering perspective.

This is what I call "Flip the Script".

Instead of finding examples of businesses that aren't raising their prices, be on the lookout for businesses that have.

Here's two of my most favourite examples from the past few months:

  1. Ikea – I bought this bookshelf 18 months ago for $199 AUD. Today, it retails for $269 AUD. That's a 35% price increase in just over a year.
  2. Petals Network – when I first started flowering, Sweet Thoughts was one of the cheapest flower arrangements we made. In 2015, the smallest size retailed for less than $40 AUD. Today, the smallest size is listed for $82 AUD. That's a 105% price increase.

Now it's your turn.

As you're navigating the day, go out of your way to find even more examples of businesses whose prices have increased.

Once you start to look for it, you'll start to find lots of examples (and no doubt, the petrol station is a great place to start)!

Step 3: Raise Your Prices

The best bit about raising your prices is that you actually don't need to wait until the beginning of the week, the beginning of the month or the beginning of the quarter.

You can go in right now and update your pricing.

No explanation is required.

Now, don't be surprised when your brain tells you it cannot be that easy. (Remember, nothing has gone wrong if you hear that little voice in your head saying "Oh it cannot be that easy" or "What will my customers think?")

The truth is, your most valuable customers won't be surprised by a price increase. And yes going in on a random Thursday and updating your prices really is as simple as updating your prices.

Back to Basics: Looking for my step by step guide to pricing your floral designs? Check out this helpful blog post Florist Pricing Worksheets

Let's Go Deeper: How to Raise Your Prices Like a Boss

When it comes to taking action and learning how to raise the prices in your flower business the #1 reason we avoid doing anything is based in fear.

Fear that all the customers will go away. Fear that you'll be too expensive. Fear that you'll never get another paying customer again.

No, it doesn't matter if you're a brand new floral designer with zero qualifications or if you're a seasoned veteran with a fancy shopfront. We all have these thoughts pop up.

Why? Cause you're a human being and you have a human brain. And here's the secret to being a Flower Boss: learning to overcome fear and reframe your thinking is how you take action and raise your prices.

And it's exactly what I'm digging into this in this week's podcast episode.

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

Why most floral designers are afraid to raise their prices

How to overcome all the fear and take action

My step by step approach to increasing your prices

My exact approach to communicating your price increase to your most valued clients

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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How to Price Wedding Flowers

How to Price Wedding Flowers – Example $1500 Wedding Flower Budget

Looking back now, one of the reasons I struggled so much with pricing my work was that I had no point of reference. I knew how to do the math and price to the formula but I had no reference point in terms of what specific budgets looked like for wedding flowers.

The secrecy of our industry, the fact that your closest flower friends will not share their approach with you, is one of the many reasons florists consistently undercharge and underearn.

In my experience, one of the biggest reasons florists struggle to charge the right price is because no one talks about it. So, that is the point of this little exercise here, peoples. To help fill the giant void of information and give you the tools you need to learn how to price wedding flowers with confidence.

How to Price Wedding Flowers – The Right Formula to Follow

One of the greatest blessings we’ve been handed as florists is that hundreds of thousands of florists have travelled before you, testing out the pricing formula for florists. Florists of all shapes + sizes have used this pricing model, which means you don't need to keep guessing. It truly is such a gift and makes pricing our designs so simple!

In case you’re not sure what the right formula is and you're wondering how to price wedding flowers, here is the industry standard formula for pricing wedding + events work:

Wholesale x 3.5-4 + 30-50%.

Yes, I suggest you markup all wholesale items (flowers, foliage + sundries) at the same percentages to keep it easy on yourself. And yes, delivery, set-up and pack down are over and above this equation. (They're calculated based on the specific event requirements and logistics).

To bring this equation to life, let's go through an example. Let’s say you're a floral designer who just loves an abundance of roses in your bridal bouquets (me too!). Maybe we'll keep it simple and go with a very traditional colour palette and design the entire bouquet with Vandellas. These days, they wholesale for around $2.20 per stem.

For me, based on my design aesthetic and the level of abundance I like my clients to have, I want to account for 34 stems in a bridal bouquet. Plus, let’s allow $10 (wholesale) for ribbons, tape, packaging, etc.

Following the industry-standard approach, the math works out to be $415.

[(34 x $2.20) + $10] x 3.5 + 40% = $415

Pricing Is Based on Equation. Not an Emotion.

Let's dig into an example budget and break down the specifics. If a client came to you with a $1500 budget, what could they expect to see?

With the continued rising cost of flowers, it’s fair to say $1500 doesn’t buy you what it used to, right? These days, it's the starting off point and is enough to cover a basic set of personals or a few items for a more intimate ceremony.

Here’s a few examples of how $1500 might break down for a wedding:

EXAMPLE 1

Bridal Bouquet $415 x 1
Bridesmaid Bouquet $250 x 3 = $750
Buttonhole $25 x 4 = $100 (Groom, 3 x Groomsmen)
Saturday Delivery + Drop Off (Local) = $200

EXAMPLE 2

Brial Bouquet $415 x 1
Buttonhole $25 x 3 = $75 (Groom, 2 x Father)
Front-facing floral arrangement to sit on bar or signing table = $750
Saturday Delivery + Drop Off (Local, 2 locations) = $250

Looking for a step by step tutorial to help you quote a design you've never made before? Check out this YouTube video.

You Set Your Prices. Your Customers Set Their Budget.

One of the best lessons I learned in navigating wedding enquiries is that your customers have no idea how much to allocate or budget for wedding flowers.

You know how you, as the business owner, have a hard time finding information? Now, imagine being one of your clients! It's nearly impossible.

I know it feels scary to be the florist that openly talks about budgets and wedding planning, but it is the most helpful thing you can do for your customers. Being the florist who gives your clients the tools and resources to make empowered decisions is a game changer – it sets you up for an incredible relationship because the foundation for your entire creative relationship is built on transparency and helpfulness. And yes, that relationship then gives you the space you're dreaming of to make beautiful floral art!

So, while all the other designers are making it hard for clients to find information on how to budget for wedding flowers and what $1500 (or $5,000, $15,000 or $150,000) will get them, be the brave one. The easiest way to separate yourself from the competition and stand out from the crowd is to be the florist who actually gives your clients helpful, practical information.

And I don’t mean having it hidden deep in some blog post from a hundred months ago. Or setting up an auto email to send a price list (no, it's actually not that helpful). I mean be brave AF and put together a few helpful resources your clients can find on your website and in your IG feed/profile.

As counterintuitive as it feels, your clients will love you because you're making it easy for them and will love you more because you're the most helpful.

Worried Your Competition Will Find Out About Your Prices?

Don’t be. If your competition is spending all their time focused on you, you’re winning. It means they’re not focused on your clients and that provides you with the perfect opportunity to come in and sweep them off their feet, right?

And if you’re really stuck on the idea that your competition will find out, think about how all the big companies operate. Remember, the people who run Samsung know exactly what price the iPhone is offered at. In every country in the world. Because it's right there, in our faces every day, on their website.

They've figured out how to make it work. So can you.

Struggling to feel confident in your pricing? Come join us inside Flower Boss Bootcamp. No more second-guessing, offering discounts or saying to whatever comes your way. Learn how to show up with more confidence and build a thriving flower business.

Let's Go Deeper: 3 Steps to Break the Habit of Undercharging + Underquoting

If you're anything like me and find yourself constantly underquoting and offering discounts, you're not alone. I stayed in that cycle for years in my business.

It was like the fear of making felt impossible to navigate. It felt like an impossible battle and I couldn't figure out how to break the cycle.

When it comes to sorting out how to price wedding flowers, I was constantly filled with doubt and uncertainty. But I eventually figured out a way to make it work, to shift my approach and step into the discomfort.

I don't want you to stay stuck as long as I did. On this week's podcast, I'm digging into pricing in more detail and giving you specific actions, a step by step approach to getting yourself out of the undercharging cycle. It's time to get your pricing sorted once and for all!

What you'll learn from this podcast episode:

What is causing the doubt and uncertainty and how to move through it

Why we, as creative entrepreneurs, struggle with our pricing so much (yes, it's normal!)

How to reframe your perspective and show up with more confidence

My exact approach to getting out of your own way and finally getting your pricing sorted!

Listen to the full episode here

Full Episode Transcript

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Floral Design Pricing

Floral Design Pricing – It's Allowed to Be Easy

Trying to wrap your head around floral design pricing? I've gotcha covered.

If you're new here, welcome to the best secret corner of the interwebs! I struggled with floral design pricing for a really long time (and I'm even a formally qualified designer).

I don't think I've ever met a floral designer who hasn't struggled with their prices – I think all of us, at one time or another, have had to navigate a sense of doubt and uncertainty when it comes to being able to sort through pricing.

Looking back now, I can see now there are a few reasons I really struggled with floral design pricing in my business.

Here are four unexpected insights to make pricing your work easier than ever!

TIP #1 – Don't charge your worth.

I know, this flies in the face of the "know your worth and add tax" narrative that we often see in the creative entrepreneurship space but if you're anything like me and struggle with your self-esteem, it's time to learn that your self worth as a human has nothing to do with the value of the designs you create in your business.

As a human, your self worth is infinite. If you were to charge your worth, there wouldn't be enough 000s to make it work. Quite literally, everything you'd offer in your business would need to have a price tag on it with "Infinite $$s".

It's time to unwind all that BS we're fed as creatives, women and humans and learn that your self worth is 100% intact. You are a whole, complete and totally worthy human being.

When it comes to floral design pricing, the last time I checked, the industry-standard approach to pricing didn't have a fancy square root of "Your Self Worth" in it, does it?

(Need to brush up on the equation – jump over here and check out this post about Florist Pricing Worksheets.)

It's time to get your self worth out of the mix and just stick to the math. In fact, the math is so simple your 7-year old nephew can figure it out. That will free up so much time and energy, which you can pour into learning more about elevating your branding, marketing and sales strategies!

TIP #2 –  Your brain is lying to you.

Here's a thing we don't learn in school: your human brain is wired for negativity and driven by efficiency.

That little voice in your head that says "I cannot charge that much" and "My customers won't pay that much", they're not true stories. I know it might "feel true" but it's just a very well practised story your brain is offering up to keep you small.

Essentially these storylines are just a sneaky version of fear.

My friend, if this rings true to you, I'm here to tell you there is nothing wrong with you. You are not broken. You are a human being with a human brain and learning how your brain works is POWERFUL! (It's why it's a part of the curriculum inside my Flower Boss Bootcamp.)

The truth is, 99% of what flies through our heads in the run of a day is just a pile of sentences. Stories we tell ourselves that are on repeat almost 60,000 times a day.

But, because you are a human being and you have the ability to think about what you think about (so crazy!), you get to decide to tell yourself whatever story you want. You don't need to believe those stories that go through your head. So, if you're gonna tell yourself a story, you might as well tell yourself a story that you like, right?

TIP #3 –  Discounts, deals and low prices aren't required for floral design pricing.

Flowers are a luxury service. As in, premium. High end. Fancy.

And learning to sell a luxury service requires next-level luxury thinking.

As a floral designer offering a luxury service, trying to compete with the grab-and-go shops is a waste of time. (That strategy only works if you have the power to influence wholesale costs. Most of us don't have that kinda power, right?)

The real challenge is that we, as consumers, as humans navigating our own lives, are inundated with marketing messages for cheap products, discounts, and sales.

We use that as evidence to support the fact that being cheap is how you get customers and grow your portfolio. We're led to believe, as business owners, that's how we need to market our work.

In the end, trying to compete on price is always a race to the bottom. You are never ever going to win that race.

It's time to shift your focus and learn to play a game you can win, peoples!

TIP #4 – Play a better marketing game.

One of the best shifts I made in my business was to really believe the industry-standard approach to pricing is a gift.

Thousands of florists have come before you, testing out the limits of the pricing model and putting it to work for their business – this includes florists in small towns, florists in massive cities, florists who work from home, and florists who have cute studios.

You are a florist. That means you don't need to question the equation. Get all your excuses out of the way and get to doin' the math. Make it easier for yourself to make money and use all that time you spent spinning in circles learning how to level up your approach to marketing.

Instead of stressing about pricing or telling yourself pricing is hard, shift your focus. It's time to learn how to level up your marketing and approach it from a much more intentional, strategic point of view.

Make today the day you set your sights higher, embrace a bolder definition of branding and really embrace the fact that we are selling a premium, luxury service.

And yes, even if you're usually cost-effective blooms and low-cost foliages to offer a low-priced solution, it's still a LUXURY offering. It's handcrafted, personally designed and professionally presented.

At the end of the day, that's what your customer is actually paying for. But they don't know that if you don't tell them.

So make it your #1 priority to educate them, to break the silence and bust through the secrecy of our industry. It's time to celebrate the energy, effort and expertise that goes into making this flower magic happen.

Want a few ideas to get you going on how to level up your thinking, shift your approach? Check out this YouTube video: Brand Tips for Flower Businesses

Deep Dive: Floral Design Pricing Secrets to Success

I struggled with pricing for so long and I want to make sure you can shortcut your progress. And I know for so many of my clients – no matter what kind of design services we offer – we allow the fear of rejection to stand in the way of making real, measurable progress in our business.

It's kinda like, we know we should raise our prices but we can't seem to break the habit. We can come up with dozens of reasons why we shouldn't do and we're constantly talking ourselves out of it.

I know so many creatives struggle with this exact scenario and that is why, on this week's podcast, I've compiled my exact approach to navigating the fear of rejection, sharing 3 secrets to help you flip the script and teaching you how to be a business owner, a designer, and a human.

What you'll learn from this episode:

Being human and being a business owner means fear is a normal part of the experience

Why the secrecy of the floral design industry is standing in the way of you taking massive action and keeping you stuck in the cycle of struggling with floral design pricing

How to feel the fear and still take massive action in your design business

My 3 secrets to help you move forward and avoid letting fear of rejection drive your actions (or inaction)

 

Listen to the full episode here

Full Episode Transcript

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Online Catalogue Template for Flower Business

Online Catalogue Template for Flower Business – My Basic Framework

Struggling to figure out the right way to set up the online catalogue template for flower business? I've gotcha covered.

Navigating through all the details of your online catalogue is definitely a 'thing'. And yes, there is a specific strategy to follow. It's kinda like Goldilocks and the Three Bears: you don't want to offer too many options and you don't want to be too skimpy.

How Many Products Should You Include in Your Online Catalogue Template for Flower Business?

A few years ago I read about this study that a few psychologists did about selling jam. The general premise is that customers are MORE likely to buy when you limit their options. (You can read about it here.)

It sounds kinda counterintuitive, doesn't it? We as humans think we want to have an unlimited number of options. And as business owners, we fear missing out on sales if we aren't offering enough, right?

But at the end of the day, customers so want choice, but actually only from a limited number of choices. In the world of psychology, this concept is referred to as the Paradox of Choice.

In the case of the jam study, the psychologists found that more jam was sold when customers only had 6 options versus the initial 24 choices.

When I learned about this study, I immediately put it into action and put together a new framework for setting up the online catalogue template for flower business.

When it comes to setting up your daily deliveries, start with 12 products in your core offering. Set up your catalogue so that 50% of your products are presented in some sort of vase or container. And 50% is a hand-tied bouquet.

Why Not Just Add a Vase For An Add-On?

In our flower business, I found our customers came to us having decided ahead of time if they wanted something in a container or not. It's kinda like they came to our website with the format question already answered. They then looked through the photos and immediately eliminated the options that weren't the format they were looking for.

My experience is based on catering to a broad away of customers and living in a small town. So, if you operate in a big city and have a bigger population to work with and/or cater to a sophisticated audience, things might be different for you.

It's possible you're missing out on incremental revenue because your online catalogue isn't aligning to how your customers shop for flowers. Of course, every business is different and I reckon it's worth experimenting with both options. Track the data and then make a decision from there.

The most important thing to remember is to put yourself in your customer's shoes. Really think about how much expertise, experience and familiarity your clients have with ordering flowers and test out new hypotheses to really push the limits of what is possible.

Offer Three Size Options for Each Product

With each of the 12 products in your online catalogue template for flower business, set up three different sizes for each product. And make sure there is at least a 30% increase between each size.

For example, if your cheapest bouquet is $85 + delivery, then the next size up needs to be at least $110.50 and then the third is $143.65 (yes, they can be even more than this, just make sure the differences are noticeable).

Most customers aren't going to be able to tell the difference between an $85 bouquet and a $100 so make the price points and difference between the sizes you offer quite chunky. You can use your written descriptions to outline the basic sizes and educate your customers on what to expect (i.e. What's the difference between each size?).

Which Size Should I Show in the Pictures?

I'm lazy and kinda cheap. So when I set up our first online catalogue I just showed photos of only one size of bouquets. I didn't bother trying to take photos of each size. It was all too fussy for me.

Instead, I like to use the product description to give more detail, outline more specifics and give guidance on size. Want an example of what to write in the product description? Check out this YouTube video from the archives – 4 Details to Include in Your Online Catalogue

It's All a Work in Progress

One of the best lessons I've learned in my business is that nothing is permanent. This is particularly true with your website.

The nature of floristry is that every day there is a new set of customers coming into your little bubble. New babies are being born. More birthdays are being had. More get well soon gifts to be given.

This means that the customers who come to your website today aren't the same customers that visited last week (or even yesterday). So you can go in and update your website any day of the week.

For us, we found that more than 80% of our customers hadn't been to our website in the last 365 days.

Yes, you read that right.

More than 80% of our paying clients hadn't ordered in the past year. So they have no idea what was on there five weeks ago, let alone five days ago.

Don't delay! Stop telling yourself you'll do at the beginning of next quarter to the beginning of next financial year. Give yourself the go-ahead to go in today and make updates.

Your future self will love you so much because of it.

NEXT STEP: Wondering how to increase online orders? Google Ads is our go-to solution. Check out this super helpful blog post: 4 Google Ads Tips for Florists

Want more tips to help you get y our online catalogue sorted?

There is a lot of strategy that goes into getting an online catalogue sorted. Having the right mix of offers, but without too many options can be one of the best improvements you can make for your flower business. The first time I set up our online catalogue, I totally underestimated the task and I missed the mark with some of our solutions.

It's easy to overlook some of the finer details with an online catalogue. And it's really easy to do it wrong. If you need help sorting through your online catalogue, be sure to check out this podcast episode: What to Include in Your Online Catalogue as a Floral Designer

Enjoy the Podcast?

How to Price Flowers for Valentine's Day

How to Price Flowers for Valentine's Day

Not sure how to price flowers for Valentine's Day? You're in the right place.

On our very first Valentine's Day, running our flower shop, all I had to go on was a list of last year's rose order from one of the regular wholesalers. I'm so grateful I at least had that much info, because it gave me a point of something to go on.

From there, I had to just figure it all out.

All. Of. It.

I had no idea what people liked to order or when they ordered or even how much they wanted to spend.

I felt so lost.

I mean I could sit here and paint y'all a picture of it all being sunshine and rainbows, but let's be honest. It was messy. Super duper scrappy, fly-by-the-seat-of-your-pants, hopefully-never-to-be-repeated-again, sort of messy.

If I could wind back the clock, go back and have a little pep-talk with old me, I'd tell her to be intentional with how to price flowers for Valentine's Day.

In fact, here's exactly what I would do:

TIP 1: Price to the Equation

I was convinced there was no way I could charge that much. In Australia, our wholesale rose prices double around Valentine's Day. That really challenged me and all my limiting beliefs about money and pricing.

I was filled with so much doubt, so much hesitation when it came to raising my prices. I felt bad for charging those kinds of prices.

But then I started to learn more about what goes on behind the scenes. What happens at the growing side of things and what the rose farms needed to navigate and just how intense the pressure is for them.

At these peak trading periods, wholesalers and growers work around the clock, trying to tame Mother Nature and do everything in their power to deliver quality flowers on this one magical day of the year.

So much is out of their control and yet customers still demand they deliver. Of course, these days, navigating international logistics is at a whole new level of 'hard'.

Once I started to understand all the effort that went on behind the scenes, I really began to appreciate what this industry is being asked to do, how much pressure is on every single person all along the supply chain.

Me telling myself, "I couldn't charge that much", assuming my clients didn't want to pay a premium wasn't just hurting my business. It was hurting our staff. Our growers. The wholesalers. Every single person along the way.

It was also hurting our customers.

Once I started to realise it wasn't my job to judge whether or not I should price to the equation, I started to see how much more, what a better experience we could offer our clients.

Being able to offer best-in-class customer service, being able to hire another delivery person, and being able to navigate last-minute requests meant we were able to exceed our customer's expectations.

That was only possible after I finally sorted out my pricing.

It's time to let go of the judgement and the hesitation my friends.

It's time to decide the industry-standard approach to pricing works. It applies to florists of all shapes and sizes and is a proven model for making a profit.

In fact, it's one of the best gifts we've been given. It works. We don't need to spend hours upon hours doing all this fancy math.

And yes, it still applies on Valentine's Day too.

(If you need a refresher on pricing, check out this blog post: Florist Pricing Worksheets)

TIP 2: Your Customers Want to Spend Money

For me, one of the best lessons to learn about how to price bouquets for Valentine's Day was seeing how much humans love to spend money.

When I was younger, I always thought of Valentine's Day as a "Hallmark Holiday," something made up by a smart group of marketing people to make people buy more stuff (...actually, I still think that's true).

On a personal level, Valentine's Day isn't really my thing. Professionally though, if it makes customers happy, if it brings a smile to their face and gives them an ounce of joy, I'm here for it.

If it gets flowers in more customers' hands, sign me up! More humans need to experience the joy of flowers.

When it comes to spending money on Valentine's Day, I saw customer after customer after customer, hand over their cash, throw their credit cards at us and not ever hesitate when we would quote them $300 or $400.

Yes, there are new customers who are shocked at the prices but there's an equal number of customers who are excited to indulge, to spend over their budget and share their love.

If you struggle with confidence when it comes to pricing, decide to make Valentine's Day the time you challenge yourself, let go of your limiting beliefs around money and let go of the judgement you have on someone else's appetite or ability to pay a premium for beautiful blooms.

If your customers want to spend money, make it easy for them to spend money.

TIP 3: How to Price Flowers for Valentine's Day

When it comes to setting up your online catalogue and mapping out your offer for Valentine's Day, here is a basic framework to follow:

  1. Design 1: Bouquet of reds with a touch of pink or purple. Standard Size $147, Premium $195, Deluxe $254
  2. Design 2: Bouquet of pinks and burgundy tones. Standard Size $147, Premium $195, Deluxe $254
  3. Design 3: Vase arrangement of reds with a touch of pink or purple. Standard Size $187, Premium $243, Deluxe $316
  4. Design 4: Vase arrangement of pink and burgundy tones. Standard Size $187, Premium $243, Deluxe $316
  5. Design 5: Deluxe vase arrangement with small chocolates + bottle of prosecco $424

Now, if you're the type of designer who wants to use premium ingredients and has customers who spend more money, be ambitious with your pricing. Double what I've outlined above.

When it comes to how to price flowers for Valentine's Day, use this framework as your guide and go big.

One final note: yes wholesale prices are on the rise. It's not your job to carry the burden of supply chain issues. It's your job to level up your marketing and branding to align with the value you offer your clients.

Looking for more tips and free stuff? Be sure to check out our YouTube Channel. Click here to jump in.

Florist Pricing Formulas

Florist Pricing Formulas

I've never met a florist who hasn't struggled with pricing.

Seriously. It's part of the journey from Backyard Betty to Profitable Polly.

I work with florists from every corner of the globe and every one of them, at one time or another, has struggled with feeling confident in their pricing.

For me, I struggled with pricing for the first three years. One day I finally hit rock bottom and realised I couldn't keep going the way I was going.

I didn't have enough money in my bank account to warrant the work I was doing.

I had to make it work.

I didn't have a Plan B. I didn't have a separate household income to support me. I didn't have time to get another job.

If I could turn back time to that old version of me, it would have been so helpful if someone had told me on day one of my business...

Kathleen pricing is actually super-duper straightforward. The math is easy. What's making it feel so hard is all the self-doubt and meaning you're adding to the math.

If some magic unicorn had walked up to me and whispered those words, I probably would have tilted my head and been like, "WTF are you even talking about?"

It certainly would have encouraged me to pause for a second and ask more questions (yes, about my approach to pricing but also, Why is there a magic unicorn here and does anyone else see this thing?!?!?)

I'm embarrassed to admit this but I was taught the florist pricing formulas before I even started my business. Early on in class we talked a lot about pricing and did a lot of math.

But what we didn't talk about was feeling so full of doubt, fearing rejection and what it's like to lack confidence in your prices.

I allowed all of that to lead the way in my business and it's what stood in the way of me making it work.

Stories We Tell Ourselves

You know that little voice in your head that says:

😬 I can't charge that much.
😬 I don't want to be too expensive.
😬 My customers won't pay that much.
😬 This area is too competitive to charge those prices.

Or...maybe your flower friends price have told you they only charge 3 x markup and so you feel obligated to fall in line.

Quite possibly you've got a little push back from your local flower peeps telling you anything higher than that isn't marketing compatible or competitive?

Welcome to the world of being a professional floral designer and business owner my friends. It's time to put your big girl pants on and step away from the crowd.

Do you want to be Backyard Betty or a Profitable Polly?

What no one tells you about running your own business is that it's going to bring up all of our fears, doubts and worries.

For florists, a lot of that starts with pricing.

We fear rejection.
We fear failure.
We fear standing out from the crowd.

All of that fear is normal. 100% totally completely normal.

You are not broken. There is nothing wrong with you.

But the mindset shifts away from Backyard Betty to Profitable Polly is how you go from exhausted, struggling designer to thriving business owner and creative entrepreneur.

For many of us, our pricing woes are compounded by the fact that our industry is super secretive. No one openly talks about pricing and trying to find specifics on florist pricing formulas online is nearly impossible.

The result: we allow fear to lead the way and set pricing based on emotion, not an equation.

Florist Pricing Formulas

Yes, there are a set of commonly taught formulas for pricing. They go like this:

DAILY DELIVERIES / SUBSCRIPTIONS
Wholesale x 3 + 20%

WEDDINGS / EVENTS
Wholesale x 3.5-4.5 + 30-50%

Deliveries, set-up and pack down are charged over and above this.

And yes, your wholesale line item includes your flowers, foliage and sundries (hard goods). And yes, as wholesale prices increase, so do your prices. It's the perfect market economy and you don't need to carry the burden for increasing costs of labour, transportation, fuel, or fertiliser.

These florist pricing formulas have worked for decades. Through all sorts of economic situations.

This year is no different.

NOTE: I find the above florist pricing formulas necessarily complicated and take too much time to sort through. Here are my super simple formulas:

Everyday Flowers = wholesale x 4
Weddings + Events = wholesale x 5 (or 6)

If you're struggling with your pricing, it's time to dig deep and get curious about the stories you're telling yourself.

How to Price with Confidence in Your Flower Business

Getting your pricing sorted is the foundation for your success – it's how you grow your business, build a team, upgrade your workspace, buy a new delivery vehicle.

Setting your pricing with profit in mind is a must if you want to build a sustainable, successful flower business.

But I also know it can feel like a giant leap into the unknown to sit down and do the work to raise your prices.

How do you go from struggling designer to thriving flower boss? Here are three powerful coaching questions to consider:

  1. What are you afraid of? If you raise your prices and send your next customer an updated quote, what is the worst-case scenario? Write it down. Articulate it and be really specific. You'll feel a shift right away in your approach with this one exercise.
  2. What is the downside in believing it is possible? Right now, your actions are being driven by the belief that you cannot charge those prices. Flip the scenario on its head and rewrite the story in a way that serves you. Get curious, what would happen if today was the last day you struggled with your pricing?
  3. If you let go of all the fear, doubt and hesitation, how would you show up differently? Who would you get to become if you stepped into your authority and knew you could not fail?

Remember, at the end of the day, pricing itself is super simple. The math is so easy your seven-year-old nephew could do it. (Grab my florist pricing formula worksheet here.)

It's what we make the prices mean that stands in the way of our success.

NOTE: If you're struggling to quote an event or full wedding set-up check out this super helpful blog post: https://littlebirdbloom.com.au/how-to-price-out-an-event-for-florists/

Pricing With Confidence: There Is An Easier Way

If you want to dig into this more, get support and blow your own dang mind with what's possible in your flower business, grab a spot inside my Flower Boss Bootcamp.

We talk pricing, marketing, sales and all the things you need to know to build a thriving flower business.

My Flower Boss Bootcamp is the ultimate business program for florists, teaching you the exact process to follow so you can effortlessly attract more customers and make more money.

FBB is the program #ForFlorists, to help you earn a living doing what you love and grow your business. That's because you'll be learning my proprietary blueprint for creating a successful flower business, getting more customers while doing work you love and making money.

Join us inside the program today and, together, we'll change the trajectory of your flower business.

Let's go!!

Setting a sales target in your flower business

Setting Sales Targets in Your Flower Business

As 2021 comes to a close, I know so many of us are turning to 2022. Setting goals. Making resolutions. Dreaming of creating bigger, better flower businesses.

Setting sales targets in your flower business is part of this – and I know many of you are gonna roll your eyes and tell me numbers aren't your thing.

And here's the thing, most financial planners, biz wiz people are gonna overcomplicate this and make business planning an epically overwhelming and hard exercise...which is awesome for them because it validates their existence...but not so awesome for you, right?

You're after business tips that are easy? Super simple? Straightforward? No fluff?

You're in the right place, my friend!

When it comes to setting sales targets in your flower business, I like to follow a super simple approach.

(Heads up: I am not a financial advisor, accountant or lawyer. Go out there and seek personalised custom advice...but also know this formula is HELPFUL to get you started!)

 

Keeping Things Simple

Most floral designers go about building their business backwards – we say yes to whatever comes our way in the hopes that (a) "one day" we'll be able to create the work we want to create and (b) everything will just magically fall into line and we'll start making more money.

That's how I used to approach my business.

Until I realised that approach is a little bit like wanting to go on a holiday but then booking a hotel for Melbourne in May, hiring a car in Sweden in September and paying for discounted airfare to New York in November.

For most of us, when we plan a trip, the first question we ask is: where are we going? That's precisely the same question you need to ask in your business.

Setting a sales target in your flower business is like identifying a North Star. It brings everything into focus and requires you to set your sights higher, level up and take massive action.

This one exercise is when you finally start to see that a handful of $60 bouquets isn't going to cut it. Or those $500 wedding enquiries aren't enough.

If you don't know where you're going, any path will get you there.
– Lewis Carroll, Alice in Wonderland

Setting a sales target in your flower business shows you how small you've been thinking and shows you where you're allowing fear to hold you back.

And my super simple approach to setting a sales target shows you just how big you get to dream, brings up all the fear and doubt and requires you to embrace the discomfort of growth (which is the real secret to creating your dream flower business).

 

 

How To: Setting Sales Targets in Your Flower Business

Are you ready? It's time to grab that calculator my friend.

Take your personal income goal (i.e. how much you, as a human, want to bring home to live your life) and multiply that number by 5.

personal income x 5 = annual revenue target

Now, it's not a perfect solution but it does give you guidance on how big you need to be thinking.

For most of us (myself included), we tend to think way too small. But to create a profitable flower business and make more money, one of the biggest lessons to learn is to set your sights higher.

Quite literally.

And, this one little bit of math does just that – when I do this with my students, it usually brings up those waves of nausea, fear, hesitation, uncertainty (um, yeah...you know all the negative emotions that we want to avoid?).

But that is part of the magic of this formula. It shows you just how small you've been thinking.

 

Your Actions Need to Match Your Ambitions

Building a profitable business, setting sales targets in your flower business, requires you to step up. To embrace the discomfort and push yourself out of your comfort zone.

But, because you're human, that is going to bring up all sorts of emotions. For most of us, we use that negative emotion as a reason to stop.

  • You feel afraid, so you stop taking action
  • You don't feel confident, so you talk yourself out of putting yourself out there
  • You feel a tiny, itty bitty sense of resistance and you immediately assume something has gone wrong. You should stop.

What I wished someone had told me years ago is that this experience, that negative emotion, is normal. Particularly when you own a business.

It is part of the human experience. Nothing has gone wrong. You are not broken.

You are a human being with a human brain. And your human brain is programmed to keep you safe. It wants you to stay in the cave, which often means keep playing small, staying small and not putting ourselves in harm's way. Ever.

Except, the experience of business, the day to day reality of building a business requires you to do the opposite.

Creating bigger, better results in your business requires you to take bigger, better action. And that means embracing the discomfort of trying new things.

That's why I love this super simple approach to setting sales targets in your flower business – it brings up all the fear, doubt, and uncertainty.

Your job is to then work through, overcome, the fear, doubt and uncertainty and take action despite feeling afraid.

And yes, setting sales targets in your flower business is as easy as 1-2-3:

Step 1: identify your personal income goal
Step 2: multiply it by 5 to get your business' annual revenue goal
Step 3: level up your mindset to make it happen, so your actions match your ambitions

 

Making it Work

This one exercise, identifying a sales target, has helped so many of my Flower Boss Bootcamp graduates fast track their progress. It's such a simple bit of math but creates massive results.

It makes your goal concrete, measurable and gives you guidance on how big to dream. It's so awesome the immediate mindset shifts that can be created from this one little bit of math!

It's why we've created this super simple calculator – play around with the numbers and experiment with different goals. Then you can get to work baby!

[Copy] Pinterest Graphics LBB Sep 2021 (1)

Florist Pricing Worksheet

I’m embarrassed to admit this, but I struggled with pricing for years. I am a formally trained floral designer. I was taught the industry-standard approach to pricing floral arrangements on day 1. But I still second-guessed my approach.

I could not wrap my head around charging those kinds of prices. I was a new designer. I lived in a small country town. I didn’t have the same years of experience as my competition.

Today, I know I’m not alone in my struggle. 

If you’re anything like me, if you struggle with pricing floral arrangements, you’re in the right place. If you hear yourself say things like “Pricing is hard” and “I really struggle with pricing”, I want to let you in on a little secret.

Pricing is simple. It’s our inner critic that makes pricing feel hard.

One of the greatest gifts we’ve been handed as floral designers is that thousands of florists have come before us, they’ve put the industry-standard approach to pricing to the test.

The good news? It works.

The industry-standard approach to pricing works in all cases; if you’re a new designer or a veteran designer; it works if you have a cute little shop front or you work from your kitchen counter.

The industry-standard approach to pricing works if you have formal training and qualifications or if you are totally self-taught.

The industry-standard approach to pricing is an absolute gift. It’s what makes pricing so simple.

Where so many of us stumble is in feeling as though we command those kinds of prices.

You might be like so many florists, making the mistake of thinking, “I can’t charge that much”.

When we hear that voice in our head spit out these words, we’re then filled with doubt. We hesitate. We don’t show up with confidence in our sales conversations and we immediately start to undercut and discount our prices.

That was 100% me. Any time I’d sit down and do the math. I’d hear that voice say, “Kathleen, you cannot charge that much” and then I’d immediately lower the price. I was so scared to mention the right price to the customer. So I didn’t.

THE REAL CHALLENGE

How often have you heard someone utter these magic words: “Charge your worth”? That concept is exactly what got me into trouble pricing flower arrangements.

For me, the concept of “charge your worth” is a recipe for disaster.

I’ve struggled with low self-esteem for years. For me, the concept of “charge your worth” would literally translate into $0. It encouraged me to ignore the industry-standard approach to pricing flower arrangements and attach my self-worth to the value of the flowers.

Worst. Idea. Ever. 

Please learn from my experience. 

Don’t charge your worth. Charge the right price. 

It’s time to reframe your perspective and detach your worthiness from the industry-standard pricing model. 

You are 100% worthy just as you are. And there is nothing you can do to change that.

You don’t need more experience. You don’t need more followers. You don’t need a shop front to be able to command premium prices.

You just need to stop attaching your self-worth to the pricing model.

INDUSTRY-STANDARD PRICING MODELS

There are two different models to follow, depending on the type of work you’re doing.

  • Everyday Flowers = wholesale x 3 + 20%
  • Weddings + Events = wholesale x 3.5-4 + 30-50% 

Even for me, I sometimes find these particular formulas too complicated (I’m all for keeping our math as simple as possible). Here are my super simple formulas:

  • Everyday Flowers = wholesale x 4
  • Weddings + Events = wholesale x 5 (or 6) 

Delivery, set-up and pack down are then calculated over and above the design prices.

FLORIST PRICING WORKSHEET

The most important thing to know is that wherever you are on your flower business journey, the industry-standard approach to pricing DOES apply to you.

To make it easier to get your pricing sorted, I’ve created a florist pricing worksheet. There are two pages to this florist pricing worksheet:

PAGE 1 – Everyday Flowers

PAGE 2 – Weddings + Events 

Click here to download my florist pricing worksheet.

A FEW ADDITIONAL TIPS – FLORIST PRICING WORKSHEET
  1. Yes, I mark up hard goods/sundries the same. No need to overcomplicate this whole thing, peoples.
  2. Delivery, set-up + pack down are charged over and above your design prices. Yes, in many cases those charges add up to more than the design prices.  

GET EVEN MORE FREE STUFF #FORFLORISTS

It’s time to learn the secrets of successful florists – sign up for my Ultimate Guide to Building a Thriving Flower Business. CLICK HERE to get immediate access.

this is a blog post about how to manage flower business expenses

How to Manage Flower Business Expenses – 3 Tips

Like a lot of things in our industry, all things business and money are super secretive.

No one wants to talk about making money, do they?

It’s so frustrating. 

Because we all run businesses, which, by definition, are set up to make money (no, it’s not the only objective, but making money is an awesome goal) but no one in our industry openly talks about the money side of the puzzle.

For years, I walked around looking for answers and support. I want to save you from all that frustration and exhaustion peoples!

OUR INDUSTRY IS SUPER SECRETIVE

Here’s a fascinating tidbit: You can do a Google search and find out how to price your menu in a café or what the mark-up is on eyewear.

But you can’t find much when it comes to pricing, profitability or managing your cash flow as a floral designer and business owner.

I am on a mission to change that, to teach floral designers how to create better businesses. Part of that plan is to pass on as much as I can in terms of planning for profit and pricing with confidence.

TALKING ABOUT MONEY IS UNCOMFORTABLE

If you’re anything like me, the idea of openly talking about and discussing finances, money and cash flow feels scary (and honestly, slightly nauseating).

Most humans don’t enjoy talking about money. We have so many money stories and scarcity beliefs passed on to us, from our families, through our society and definitely in the floral design industry.

The problem is exacerbated the minute we decide to start a business.

The truth of the matter is: money has no more value than a Kleenex (check out Lynne Twists’ The Soul of Money for more amazing insight on this – click here). 

Think about that for a second. The tissue in the bin and that $100 bill are equal.

It’s what we then make the $100 “mean” that gets us into hot water.

The reason all of this matters is because, the minute we decide to start a flower business, we bring all of our unconscious money stories to the table.

When we’re not aware of our money stories we get in our own way. 

We hesitate to talk openly and honestly about budgets and prices with our customers. 

We’re hesitant to invest in our business, even when we know it’s the right thing to do. 

We spend money on things that don’t matter, in the hopes it will provide relief, a quick fix and reprieve. And, when we set big goals when we finally put pen to paper and set a sales target, we hesitate.

With all of this flying around inside our heads and our industry’s track record for being so secretive, it’s no surprise you can’t find useful resources and information to help you answer the questions “How do I manage flower business expenses?”

FLOWER BUSINESS EXPENSES – THE BASICS

Inside my Flower Boss Bootcamp, I break down all the ins and outs of money for florists and I follow a very simple framework for planning for expenses.

It’s not an exact formula but it’s a great guide: profit 20%, cost of goods sold 20%, operations 20%, taxes 20%, labour 20%.

Enlist the help of a financial guru, accountant or professional who can give you more state-specific guidance and keep you up to date on tax requirements, but when it comes to managing expenses in a flower shop, this five-part framework is my go-to suggestion.  Over time, you will then start to understand your business even more and be able to come up with a more exact management system.

Every business has lots of details and nuances to sort through and your expenses will vary depending on your stage of growth. 

I’m providing this framework as a place to begin, a place to start. 

Need more guidance on pricing? Check out this awesome blog post we wrote a few months ago. Click here.

FLOWER BUSINESS EXPENSES – MY THREE TIPS

1 – Update your pricing today

You have the authority to update your pricing any time you like. Today is a great day to make that happen. If it’s been a long time since you've updated your pricing or you haven’t caught up with the recent fluctuations in wholesale costs, make it a priority. So many florists go wrong in managing their expenses before they even spend a penny. Get your prices sorted first.  

2 – Track your expenses

When I finally admitted I wasn’t making money in my flower business, the best thing I did was to start to pay attention to where the money was going. I didn’t make any radical changes immediately, I simply started becoming aware of the $400 additional spend there, the extra staff hours here, etc. Just watching the expenses created a new level of awareness and understanding for managing my flower business expenses.

3 – Take action

For me, I had to reign in my spending in three areas (1) overbuying at the market (2) buying containers and vases I had no plans for and (3) staffing.

I set myself a challenge to spend 20% less at the market. I told myself, I could come back and buy it on Friday if I needed it but I realised how much leeway I was giving myself and how consistently “over budget” I was on my wholesale buys.

I stopped getting sucked into buying vases I didn’t need. I would only invest in a small set of commonly used containers and if there was something new and different I wanted to buy, I told myself I had to wait 7 days before I made the final decision.

Finally, we revamped our staff roster and got way clearer on a smarter staffing structure. We mapped out our systems and processes so our team had more clarity in terms of what needed to happen when and on those slow times, we did send casual staff home early.

In the end, the best approach was an incremental approach. We took it one week at a time and even in 30 days, our profitability started to increase.

Consistent, small actions add up over time and within a year, we had increased our profitability dramatically with little to no impact on our customer service, our design output or our brand.  

SCARCITY THINKING = NOT MAKING MONEY

The starving artist persona runs rampant through our industry. 

For years, I walked around unaware of my own “money stories”. I was adamant my area was too competitive, my customers won’t want to pay that much, and I kept telling myself I cannot charge that much.

I had no understanding that every one of these storylines wasn't a scientifically proven fact. They were just stories I had made up, never questioning whether they were true.

I had no idea these stories were not “the truth”. In reality, all three of these storylines were just made up “money stories”. 

I know I’m not alone in my unhelpful money beliefs. We all have unconscious money stories. Most of them are lessons learned from when we were young and now, as adults, we’re unaware of what those beliefs are creating in our business and our lives.

Learning to move away from scarcity-driven beliefs and leaning into an abundance mindset is one of the most important shifts to make if you want to start making more money in your flower business.

STRUGGLING TO MAKE ENOUGH MONEY?

If you’re feeling stuck and totally frustrated, we’re here to help.

My Flower Boss Bootcamp (click here) is our 90-day online program to help you build a business you love.

Sign up for the program and get my blueprint for creating a successful flower business. I give you the tools you need to re-write your money stories and teach you how to show up with confidence when it comes to pricing and sales. 

We’re here to fast track your progress, to give you the tools you need to change the trajectory of your flower business. Click here to learn more about my Flower Boss Bootcamp and we’ll see you on the inside.

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