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
A FEW ADDITIONAL TIPS – FLORIST PRICING WORKSHEET
- Yes, I mark up hard goods/sundries the same. No need to overcomplicate this whole thing, peoples.
- 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.
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