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

Full Episode Transcript

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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

 

Full Episode Transcript

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How to Increase Florist Sales

How to Increase Florist Sales

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

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

Great question.

Different Ad Strategies for Different Offers

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

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

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

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

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

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

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

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

How to Increase Florist Sales: Daily Flower Deliveries

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

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

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

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

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

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

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

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

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

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

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

4 Google Ads Tips for Florists

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

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

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

Let's Go Deeper: Get More Flowers Order Faster

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

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

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

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

How to set a sales target in your flower business

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

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

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

Listen to the full episode here

 

Full Episode Transcript

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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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How to Sell Floral Subscriptions in 2022

How to sell floral subscriptions in 2022

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

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

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

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

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

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

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

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

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

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

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

Let's get into it!

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

Back to Basics: What is a Floral Subscription?

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

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

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

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

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

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

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

But it doesn't.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Sales tips to help you grow your revenue

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

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

Listen to the full episode here

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Website Must-Haves for Florists

8 Website Must-Haves for Florists

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

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

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

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

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

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

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

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

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

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

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

Tip 2: Find a Restaurant Theme For Your Website.

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

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

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

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

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

Tip 3: First Impressions Matter.

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

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

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

Tip 4: Use Simple, Direct Words.

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

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

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

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

Tip 5: Set up an About Me Page

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

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

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

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

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

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

Tip 6: Integrate Your Instagram Feed

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

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

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

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

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

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

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

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

Tip 8: Take It One Step At a Time

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

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

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

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

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

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

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

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

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

My #1 Tip for Streamlining Your Approach

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

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

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

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

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

Inside This Week's Podcast Episode:

Simplifying the website building experience for florists

My go-to strategy for getting your website sorted

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

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

Listen to the full episode here

 

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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

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How to Run a Successful Flower Shop

How to Run a Successful Flower Shop – My #1 Secret for Making it Work

I've been spending some time looking back at the early days of my flowering career. As much as it makes me want to cringe and I'm embarrassed by a lot of what I was doing, I've found it really helpful to reflect on all the mistakes I've made and see just how far I've come – particularly when it comes to learning how to run a successful flower shop.

I am on a mission to share as many of my epic failures and lessons learned as possible, with the goal to help you move forward and progress faster. It's like we all get to learn from the mistakes I made and then you'll be 10 steps ahead. Isn't that fun?

When it comes to learning how to run a successful flower shop, the list of mistakes we made is long. There are so many things I wish I had known and so many 'a ha' moments to share.

Even now, in 2022, florists are operating on a lot of misinformation about how to make a flower shop work and I want to help simplify this process. I want to fill the void of information and make it easier for you to get real results (and make more money).

At the end of the day, there is a lot to think about when it comes to how to run a successful flower shop. There are all the logistics around operations, insurance and retail leases. Then all the technology, POS and systems. Plus staffing and shop fit-outs.

And that's all BEFORE you even have a customer calling or coming into the shop to even get into the flowering and fulfilment.

I've put together this blog post to help cut through the overwhelm and help you get focused on what matters most. Because your time is precious. Your energy is limited and I don't want you to waste money on sh*t that doesn't work.

My #1 Secret for Making it Work: How to Run a Successful Flower Shop

I wish someone had told me, way back when I became my own boss, that I get to decide what success looks like to me.

I spend five years chasing someone else's definition of success and it was awful. It's like mindlessly climbing Mount Everest and then getting to the top, only to wonder "WTF is this? This isn't what I wanted?"

So let me save you from all that toil and trouble and lay it out for you as simply as possible: when you make the decision to start a business, you are signing up for being the person in charge. The head honcho. The person who holds that sign says 'The buck stops here.'

Most of the time, it's a scary place to be. It's new and unfamiliar and we put a lot of pressure on ourselves to get it perfect.

But being a business owner and flower boss is also one of the most empowering experiences a human can have. (I share more of this on Instagram, so be sure to follow along.)

I believe being a business owner really teaches us, as human beings, how to truly LIVE into the fullness of the human experience. To feel all the feelings and work through so many of our fear-based, scarcity-driven limiting beliefs.

So, if you're at a loss on what to do in your business and what direction to go, one of the most helpful exercises you can do for yourself and your business is to get clear on what success means to you. And be super literal and specific in your definition.

If you look up the definition of 'successful' on the interwebs, you get this: accomplishing a desired aim or result.

So, with that definition in mind, what is YOUR desired aim or result? Remember, you get to decide for yourself what you want success to mean and you don't need to pay attention to what anyone else is telling you "you should do".

Maybe you're like so many many of the florists inside my Flower Boss Bootcamp who want to have a beautiful shop front with a collection of giftware, home decor and a cute little flowering space.

Or maybe you're navigating a totally different path and only want to do 4 weddings a year, all with big fat 6-figure budgets.

Or maybe you're somewhere in between.

At the end of the day, you get to decide. You are the CEO, the woman in charge and this is your business. You get to define the outcome for yourself. (And no, you don't need to 'work your way up' or 'start small'.)

Being In Charge is Awkward

Yep. There you go. I said it.

Being a leader, being a CEO, being a Flower Boss doesn't come naturally to most of us.

We're very comfortable having someone else tell us what to do. When we're kids, our parents are in charge. Then we go to school and have teachers, principals, professors leading the way. And then we get our first job and, as an employee, we are still following someone else's lead.

Then, we make the decision to start a business and we bring all of that 'not in charge experience into our own work and inevitably 'outsource' the "being in charge" authority to others.

This is particularly true when we're wondering how to run a successful flower shop. We really like to tell ourselves there is a "right" way and a "wrong" way.

So, on our hunt for answers (and when we lack confidence), we might give our customers or clients the power to tell us what to create. Or we might have team members and staff who push us around. (I've experienced both.)

Here's the thing though: it's not your fault. You are not broken. You are a human being running a business and for most of us, no one sat us down and told us how intense this experience feels. No one has told us that when you own the business you get to decide what is done, how things are done and where the business is going.

It's OK that it feels new and awkward. It's OK to feel overwhelmed and confused. There is a lot to sort through.

You can do this. You can do hard things, right?

Go Deeper: My Flower Boss Success Formula

At the end of the day, your success is 100% up to you. No one else is going to come along and do the work for you.

You don't need to wait for permission. You don't need more qualifications and you definitely don't need more Instagram followers.

But you do need to decide you want this and you will make it happen. And then get to work.

Friend, it's time to double down on YOU. To recognise how capable and smart you are. This flower dream of yours was planted in your heart for a reason. I feel it in my bones.

It's time to step up and share your love of flowers with the world.

And no, you don't need to figure it all out on your own. In this week's podcast episode, I'm sharing My Flower Boss Success Formula.

Yes. Quite literally, I'm giving you the formula for showing up with more confidence, more clarity and giving you the inside scoop on how to embrace the discomfort of being the boss of your business.

What you'll learn from this episode:

The real reason we play small, stay small and talk ourselves out of massive action

The #1 secret to being intentional, mastering your mindset and showing up with more confidence

My 4-part framework for feeling successful (even if you're new and just getting started)

The value of hitting 'reset' on your business and coming back to basics

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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