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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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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Flower Shop Operations

Flower Shop Operations – 4 Tips for Managing Your Cash Flow

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

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

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

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

Real Talk: Flower Shop Operations

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

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

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

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

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

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

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

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

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

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

Tip #1: Face the Facts

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

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

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

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

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

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

Don't put it off.

Do it now.

Literally.

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

Tip #2: Get your pricing sorted

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

That was totally me.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

3 different ways to calculate a minimum in your flower business

Listen to the full episode here

Full Episode Transcript

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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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Flower Shop Operations

Flower Shop Operations – 3 Tips for Increasing Profitability This Week

Let's talk flower shop operations and profitability!!! It's one of my favourite topics!

Here's the thing. Running a flower business is hard work. And, like every other business on the planet, it's really easy to not make money.

It took me a few years to really settle in and find my grove for all things flower shop operations and now it's one of my most favourite areas of floristry to teach about. It's unsexy AF, but it really does make the difference between riding the struggle bus and setting yourself up to run a thriving business.

There are three big things we did in our flower shop operations that really changed the game for us, and instead of you feeling like you need to create all your own systems + processes from scratch, staring at the blank page and just feeling so overwhelmed by the idea of having to create more processes, I wanted to distil it down into three easy actions and simple ideas to get you real results faster.

In economics, there is a guiding principle that states: 80% of the output is driven by 20% of the actions. This is called Pareto's Principle.

It definitely applies to flower shop operations and it's one of the lessons I come back to time and time again, believing that 80% of your business can be run if you get 20% of your systems sorted.

It's just a matter of making sure you know which systems are more important than others (cause y'all don't have time to do it all, right?).

Very specifically, when it comes to flower shop operations and how to use systems to increase your profitability, here are the three places I'd focus on first:

  1. Staffing
  2. Wholesale Orders
  3. Maximising Product Usage

(If you're struggling with the basics, and want to get your pricing sorted, be sure to check out these two resources (1) Flower Pricing Worksheets and (2) How to Price Flower Bouquets – YouTube Video)

Flower Shop Operations Tip 1: Smart Staffing Solutions

One of the biggest challenges (and opportunities) of living in a small town is that you don't have access to the same talent pool as in the big city. In hindsight, I now see this as such an incredible blessing because it forced us to look at our staffing totally differently.

We had to get creative with who we hired and how we staffed our flower business. We didn't have access to dozens of highly trained, experienced florists and that required that we look at our structure differently.

As we were sorting through our staffing challenges, I realised that not all tasks in a flower shop are created equal. For example, writing out card messages, processing new flowers from the market and sweeping the floor don't require special training or qualifications.

Yes, you need to train staff on your expectations and how things need to be done but with the right attitude and hiring for cultural fit, many of our day to day flower shop operation tasks can be passed along to a capable, inexperienced lovely human.

I vividly remember pausing one day, taking a little time to look at what each one of our team members was doing and seeing how disjointed it was. We had our most talented designers doing things that others could do and we had team members who were awesome at customer service stuck behind the workbench all day, not engaging with customers at all.

It all came to a head one Mother's Day (this is like when all the holes are put under the microscope). I remember sitting down and thinking, "I have to plan this differently." So we decided to shift our perspective and divide the tasks into 'front of house' and 'back of house'.

Rather than have a designer handle an order from the phone call, to ingredients selection, design and on to packaging and delivery, we broke the whole process down into smaller steps. This gave us the opportunity to get the best people on the job doing customer service and taking orders and have your best designers, designing. Then, you can set up a system for wrapping, packaging, writing cards and organising deliveries.

It's kinda like in a restaurant. The process of making a meal is broken down into stages and you have a mix of staff members, support resources, and chefs navigating a specific series of steps to make it easy for the whole team to follow. The person who takes the order from the customer isn't the same person who makes the meal and probably not the same person who cleans the kitchen.

In short, we flipped the traditional model to flower shop staffing on its side and came at it from a totally different perspective. This allowed us to hire a range of staff, fill the gaps where they needed to be filled, level up our training processes and maximise our profit.

It meant we were no longer doubling up on expensive staff at all hours of the day and we could hire more junior employees, train them up and deliver a great experience to our customers.

Tip 2: Better Wholesale Ordering Processes

When you run a flower shop it's easy to spend a lot of money on product that just ends up in the bin. It's like a long, roundabout way of taking cash out of the ATM throwing it in the trash.

Yes, we all get sucked in by the new, beautiful flowers showing up at the market each week and get tempted to buy a little bit too much of that or too much of this.

It's like the impact is x100 when you run a flower shop because you're bringing in new flowers every day and/or every other day (or at least once per week). $100 overspending with each wholesale order adds up really quickly when you're buying at this frequency.

When it comes to sorting out better wholesale ordering, I started out by creating a system for tracking product wastage (i.e. a piece of paper where we wrote down what was going in the bin).

At the end of each week, I could tally it up and see just how much wastage we were creative (and how much money was going in the trash). That one exercise compelled me to come up with a better process for ordering flowers.

What I ended up doing was, rather than staring at a blank page and coming up with a brand new wholesale order each week, I looked at what we ordered the previous week, cut down on the order depending on how much wastage we had and plan more strategically.

(I even took it so far as to write out my order and then go back and shave off 20% of the flowers, just to see how little flowers we needed to navigate the week. It's a remarkably eye-opening exercise that has a dramatic impact on your bank account.)

The results were amazing and as I did this, over the course of just a few weeks, I started to see that there really was a 'standard order' I could place with our wholesalers and then add in a few delights here and there.

This one system had a knock-on effect for so many areas of our business because it also made pricing was so much easier (no need to keep supplying new price lists to staff with all the new flowers we were getting in every week) and the designs that were going out of our shop were so much more consistent. It was a total win-win!

Tip 3: Maximising Product Usage

One of the super simple systems we put in place to help increase profitability for our flower shop operations was to create an 'orphan bucket'. As we were unpacking the cool room and cleaning up each night we'd gather the stray stems, the random one snapdragon here, the two last roses here and pull them together into a bucket.

We'd place that bucket on the workbench and whoever was starting orders first would work through that orphan bucket, using up loose stems as they worked through the pile of flower orders.

This one process really helped us maximise product usage but it also turned it into a game for all our designers. Yes, there was something to celebrate when we finished up the orphan bucket but what was even more fun was the challenge of being able to still create something lovely with 1 snapdragon and two miss-matched gerberas.

It pushes your design skills but also helps increase your profitability.

Another Awesome Shortcut: Create Floral Design Formulas

One of the best shortcuts we created in our business was to come up with "a formula" for our floral design.

Yes. You read that right.

I spent so much time spinning my wheels, second-guessing all the things and staring at the blank page (or empty workbench) thinking I had to create brand new designs from scratch every time out. I wasted so much time but it also meant we didn't have a consistent 'look' to our designs.

That experience is double stressful when you have customers standing there waiting for their order, the pressure seems like x100. Time just slows down to a molasses pace and you feel like every pair of eyes is just staring at you, right?

And then even as you're designing, trying to stick to your costings, we're all tempted to over-stuff, add in more ingredients and just keep adding in more stems because we want it to meet our expectations.

The idea of creating a flower formula is one of the easiest ways to cut through the overwhelm and make it easier to a create a consistent look. It's like being able to bridge the gap between your vision + design aesthetic and the final recipe or wholesale order you place.

I go through the process of creating flower formulas on this week's podcast episode, giving you my step by step, a how-to guide for you to take this concept and implement it in your business.

I'd love for you to take this concept, put it to work and make it your own peoples!

What you'll learn from this episode:

What a floral design formula is and the exact process to creating one for your designs

My #1 tip for scaling your design work and making it easier to train new staff

How to stop over-stuffing and set up a system to make it easier to manage profitability (with every order!)

Real-world floral design formulas and frameworks you can use in your business

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

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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!!

How much profit does a florist make?

How Much Profit Does a Florist Make?

Now, I’m not a financial advisor, tax guru or super fancy accountant so don’t go thinking I’ve got all the answers. I don’t. Definitely, talk to your financial peoples to get clarity on the specifics of profitability as it relates to your business. But I have been in the business for enough time to address the topic of how much profit a florist makes.

I know a lotta florists wanna know more about the ins and outs of profitability. This is why I thought it would be worth putting together a few notes and providing a super simple framework to help you understand profitability in your flower business.

I want to shed a little light on that super simple and powerful question: “How much profit does a florist make?”

What Is Profit?

First off, one of the most confusing things about learning money talk is that different people use different terms to refer to the same things.

It’s so confusing. So, before we jump into talking about profit margins and fancy ratios, let’s clear up a couple of language things and definitions.

What is profit? In its simplest form, it’s the difference between the amount earned and the amount spent in buying, operating, or producing something.

For us, it’s essentially your total sales minus your costs and expenses. The money that’s left is your profit.

You’ll also hear people refer to “net profit” (your profit minus your tax obligations) or “gross profit” (your profit not accounting for taxes owed).

Now, I’m all for simplicity. So I’ll just refer to profit as profit. And you can figure out your tax obligations with your accountant, OK?

Also, when I say “all your costs and expenses”, I mean everything. Rent, water, and electricity. Insurance, repairs and maintenance. Flowers, foliage and hard goods. Staff, taxes and mandatory contributions (if you have them in your state).

All of it.

And yeah, that list of expenses should also include your salary.

You read that right: there should still be money left in the bank after it’s all said and done.

This is where a lot of floral designers get led astray, assuming profit = personal income. Your salary, as a business owner, and your business’ profit are two different things entirely.

Yes ma’am.

Remember, your business is an entirely separate entity to you. Even if you are a sole trader/self-employed, your income is not your business’ income (even if you only do one tax return in the year).

Keeping them separate in your mind (and across bank accounts) is super helpful.

Here's One Key Business Lesson For You...

It’s important to understand that you need to have money to invest in your business to grow, reach new people, and elevate your brand.

Which is exactly where your profit comes into play. Your profit is what you’ll reinvest in your business to continue to expand your revenue and reach even more customers. Your business’ profit is the fuel for your business’ growth. 

With no profit, there is no growth.

How Much Profit Does A Florist Make?

The general rule of thumb I like to follow when we’re mapping out our costs and expenses is as follows:

  • Cost of Goods Sold: 20%
  • Operations: 20%
  • Labour: 20%
  • Taxes: 20%
  • Profit: 20%

Now, it’s by no means a hard and fast rule because the nuisances of your business will be different to mine. But when I’m looking at our business over 3 months (quarterly) or 12 months (annually), I find it a really helpful framework to follow. 

It’s simply a good guide. It allows me to keep things simple and make smart investment decisions.

It also gives us a general framework to follow to know to signal to us when we’re over-investing in staff, figuring out how much to allocate to rent or reviewing how much you’re spending on wholesale flowers.

Learning to manage our costs is an integral part of running a business. And every dollar we over-invest in advertising, product, rent or staffing is eating away at our profitability. And that means we’re limiting our growth potential. 

Not Meeting Your Profitability Targets As a Florist?

You’re not alone. It took me years to figure this out and I want to save you from the same headaches I created for myself.

Where to start? First things first. Review your pricing. 

I put this off for far too long. It’s one of the most important activities we can do in our business. Don’t wait till the next quarter or next financial year. Do it today.

(Check out this super helpful post to give you more detail on the ins and outs of pricing as a florist.)

Once you get your pricing sorted, the next task is to stay in touch with your costs.

I know learning the ins and outs of money can feel scary. But I’ve found it to be one of the most empowering experiences of my life.

When I let go of the judgement and started to just look at the data, I realised I was spending way too much on wholesale flowers and far too much on staffing. 

I paired it way back. I started to experiment. And so I limited my options and we rethought our staffing structure.

Then we started implementing changes slowly, started sorting through one piece of the puzzle at a time. And in a matter of weeks, I saw our bank balance begin to steadily increase. 

It didn’t take long to see that a change in our behaviour created a massive impact on profitability. And having access to more profit meant we could invest more back into the business and grow even further. 

It’s like a virtuous cycle. It’s so fun!

Shift Your Mindset - To Make Profit As a Florist

I work with floral designers around the world and know first hand, how easy it is to not make money as a floral designer.

There is a lot to learn when it comes to flowers + business and so little support for floral designers and flower farmers to learn the ins and outs of making money.

But it’s why I’m here. To help you move through the overwhelm and get focused on what matters most.

If you’re struggling to make money in your flower business, be sure to dig into this week’s podcast episode: #164 – I’m not in it for the money (and other such nonsense). Listen to the full episode at the bottom of the page.

Need Help Making Profit As A Florist?

I teach floral designers how to take charge of their business inside my Flower Boss Bootcamp. We dig into all things marketing and money and learn the ins and outs of running an empowering flower business.

The moral of the story: Flowers are fun. But so is making money.

My Flower Boss Bootcamp is the only program available to floral designers focused entirely on the business of flowers.

Yes, we talk about profitability. We talk about feeling confident with your pricing, learning to manage your costs, growing your business.

Inside my Flower Boss Bootcamp, I give you my exact marketing approach, we dig into getting crystal clear on your vision of success and surround you with like-minded business owners who are navigating similar challenges to you.

This program will change the trajectory of your flower business. I promise.

Click here to learn more.

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