How To Book A Wedding

Consultations and sales skills are crucial areas of the floral design business that can take some time to figure out.

The first thing I learned in my business was how to price flowers, but the next most important part of my business success that I had to work on was booking new clients (even though my business was brand new!) and closing sales (without feeling too pushy or salesy).

I trained in several flower shops in my teens and early 20’s so I developed some sales skills along the way, but the truth is that most of the shops I worked in did not do weddings.

In fact, my first wedding experience presented itself in 2001 and I can tell you that I was hooked right away!

After 24 years, I still love the details and precision of wedding work.

From that very first wedding I became obsessed with the delivery and set-up schedule so we can make everything come together in perfect timing.

And I can still remember learning how to make my very first classic spiral bouquet!

What I discovered is that the steps that come before all of the design and delivery work require some more expertise and guidance.

The fact is consultations and sales take practice!

When you lead a consultation, what do you even ask?

When it’s time to write a wedding proposal or quote, what should that really look like? How much detail do you share?

I know that when I was starting my own business I certainly had zero confidence about leading clients through the sales process.

I was winging it and embracing the “fake it ’til you make it” mentality!

The good news is that all of the above can be learned and over the next several years I figured it out!

And one day, a florist friend suggested that I should share my steps, my exact wording and my booking process by selling templates and I got to work on my Wedding Templates for Florists! You can grab them now and put them to work in your business today!

The Wedding Templates Bundle includes:

5 Steps To Book Weddings More Quickly

How To Write Proposals That Sell

Contract for Florists

Wedding Workflow: 16 Steps to Client Management

E-mail Templates for Florists

And Bonus lessons!

Get Wedding Templates Here!

Naturally, I learned through trial and error.

I can still remember the first time I had a consultation on my own and how I bravely acted like I’d done this before…no big deal! But in reality, it was a big deal and that was just the start of hundreds of consultations to come.

I learned something after every consultation I conducted, but it took years before I truly felt comfortable taking the lead in a consultation.

And after the consultation…

When it came to writing proposals, I got some bad advice early on that I quickly learned to ignore!

Running a business means overcoming doubts and other obstacles on a near constant basis.

Even after decades in business, there’s more to learn, improve and refine on your business path.

Because trends come and go, and our customers are always evolving so we must evolve, too!

No matter how long you’ve been in business, if you’d like a shortcut for proposals, contracts, the most frequent email communications with clients and every step to follow to book wedding clients, you’ll find a bundle of my Wedding Templates Here!

Even if you just pick up 1 great tip or strategy to help book a new client, these templates are worth their weight in gold.

Need more help? Any questions for me? Reach out anytime! info[at]realflowerbusiness.com

By Alison Ellis

What I Bring To Every Wedding

What tools should a floral designer have on hand for a wedding day set-up?

For my entire career as a wedding florist, I’ve been working to streamline my day-of delivery and set-up process. I don’t want to lug around anything I don’t need, but I was brought up with the saying, “better to have and not need than to need and not have.” So I’ve definitely been guilty of bringing things that I don’t really need! (And I almost always have an umbrella.)

One thing that hasn’t changed much over the last 24 wedding seasons is my bag, which I lovingly refer to as my “bag of tricks” (because let’s face it, we are making some magic on the wedding day after all!).

While you won’t see me pull a rabbit outta there, I do have a few key tricks to share with you if you’d like to see what’s in my bag. Take a few moments to watch now!

After you watch, I’d love to hear from you, so feel free to share a comment on this video to let me know what you bring to your wedding set up and installations as well.

And if you’d like to come deeper behind the scenes of my business and join me for monthly Q&A calls to ask me anything, you’ll find a ton of my best tips and trainings as a member of my Patreon Community.

In fact, last month on Patreon, I recorded my wedding design workflow for 2 events and broke that down into 4 videos that are a little over an hour in total. Everyone who joins at the Flourishing Floralpreneur® membership level has access to all 4 parts.

Membership on Patreon ranges from totally free to $29 per month and there is no commitment! So if your business needs a boost, you can hop into my vault of trainings specifically for floral designers, take any tips that you need and edit or cancel your membership anytime.

As always, if you have a question, don’t hesitate to ask. We can even book a one-on-one call if you’d like to talk about your specific business goals or struggles. You can learn more about booking a 1:1 call with me HERE.

Keep doing beautiful work!

xo. -Alison Ellis

By Alison Ellis

Show Up For Your Business

How do you show up for your business?

When things are going well, it can be easy to show up with enthusiasm and focus because you know what you need to work on today to get your orders out the door!

When business is slower, or when sales are lower than you projected and uncertainty looms heavy, it’s important to keep showing up for your business.

I say this to you from the bottom of my heart because I know it can be hard to run your business when you’re feeling down and you don’t have enough money coming in.

This can be doubly true for established floral designers, since there’s no rule that your business will always grow or maintain itself year after year. There are in fact, down years in any business sometimes.

And that’s just one of the reasons why running a business isn’t easy (and no one every promised that it would be).

So when you contemplate your next moves, just know that the most important step is to continue to show up!

Showing up will look a little bit different for everybody.

In my floral design business in Vermont, it means I’m bending some boundaries and taking on work I find interesting–even if the orders are a bit smaller.

I just booked a great new client for a wedding in about 6 weeks–that’s not the usual timeline for me, but flowers are a huge priority for the customer and I’m excited for the gig!

I also took a graduation party order this week that’s much smaller than a usual wedding, of course, but then I got a few special prom orders from friends and a former bride from 18 years ago whose son is now in need of a corsage! And that’s a sweet set of sales I hadn’t planned on.

Then today, I got another order for tomorrow and since I’m getting flowers anyway, it’s an easy yes!

The reason I share this is because small sales stack up and so does the good energy you put out there when you keep tending to your work.

So what can you do to show up from here?

When sales are down, how do you keep your energy up? What steps can you take to keep yourself moving forward instead of feeling stuck?

And when business is booming and you’re barely keeping up with the work, how do you stay focused on what matters most so you’re working smarter, not harder?

There’s a lot of self-talk and self-management in business ownership. And yes, you can do this!

If there’s anything specific you’re working on or struggling with in your business, feel free to reach out to get in touch. We can book a call to talk about a good strategy for you! (And if you prefer to work alone, I’ll list a few more options on where to start to show up for your business as additional resources below!)

Just remember that giving up isn’t going to get you closer to your goals, so you might as well show up for your business instead.

xo. -Alison Ellis

Additional Resources:

Update your business plan: Get my Business Plan Jumpstart

Read: Actions to Take When Things Seem Uncertain

Join my Patreon Community for monthly inspiration

Get my Website Bootcamp to improve your first impression with clients

By Alison Ellis

Tariffs Are Bad For Business

Well, it’s been a tricky start to the month with the American Trade War Tariffs announcement. Hold onto your bootstraps because there’s no denying that tariffs are taxes on American consumers and they’re especially bad for small businesses.

Understandably, for the last 6 weeks or so, florists have been asking, What should we do about the new tariffs? What are you telling your customers about future price increases?

In fact, it was the first question in my Q&A for Flower Math students, too. So here’s a short behind the scenes look at the answer!

It’s a tough position to be in and at this point, I am NOT making a “big tariff announcement post” from my floral business. This is a brand messaging decision and there are several factors to consider. So first, ask: What do you really need your customers to know right now?

Because if we’re being honest, we don’t fully understand how our businesses will be impacted yet, so we may have to see how much prices increase on the wholesale end in the upcoming weeks to make an informed decision on how much to raise prices.

What if you raise by 10% this week, and then realize it should be closer to 20%? Will you make another announcement of a larger increase or keep it to 10%?

If you’re a floral designer who already charges on the upper end of the floral markups, you may need to consider whether it’s even an option in your market to raise prices, before announcing any new company tariff policies. This is one reason why these new tariffs are especially harmful to small businesses like ours.

If you’re pricing appropriately to reach your profit goals, there’s still a ceiling on what the market will bear (meaning, there’s a maximum amount that your customers are willing to pay).

If you happen to work with more affluent clients, they’ll likely feel less effected by the increased prices. Everyone else in the middle or lower income demographic will feel the impacts more acutely.

For any existing orders such as weddings and events, should your clients expect the original price will go up? If so, by how much exactly?

How will customer receive a 20% increase on their floral budget? Can they afford to pay $600 more when they originally budgeted $3,000?
Could you revisit your pricing formulas and revise your floral recipes to include fewer stems or less expensive flowers to honor your original pricing?
Can clients have the option to pay a little bit more to keep the original design “as is” OR can you modify the recipe to swap out certain flowers or make designs a little smaller so you’re attempting to meet in the middle?
Are there any other business expenses you can cut so that you can make up for the import taxes you’re paying on COGS as well as in your everyday life?

As a floral designer with weddings booked myself, I know that it’s hard to feel uncertain about what to say to your customers and most of us want to feel like we’re “on top of things”, but a thoughtful policy rollout is preferable to a prompt announcement in my opinion here.

Also, I’m not an economist, accountant or a lawyer, but it seems like it’s possible these tariffs could be found illegal or unconstitutional based on the fact that Congress is supposed to set tariff policies. (Several lawsuits are currently underway.)

In lieu of a tariff announcement, if you’re looking for some inspiration on what to say to stay engaged with your social media followers, I post 5 Blog & Social Media Prompts specifically for floral designers in my Patreon community every month. If you’re interested, you can get this month’s prompts and check out several prior months of post ideas when you join as a Marketing Maven for $29 Here.

The intention of creating these prompts for my Marketing Mavens is to make it easier for you to communicate with your customers to make a connection–beyond just following social media trends and talking about tariffs!

And if you have any questions for me, don’t hesitate to get in touch.

Keep doing beautiful work. And keep your chin up as things remain unpredictable.

xo. -Alison Ellis

Additional Resources:

Flower Math: The Florist’s Guide To Pricing & Profitability

Wedding Bootcamp! April 27-29. Last Chance To Sign Up!

Business Plan Check-In

By Alison Ellis

Business Plan for Florists

As we are about to close out the 1st quarter of the year, it’s a good time to take a look at what’s happening in your business so far and look ahead to what’s coming up! So I want to invite you to join me for a quick business plan check-in. Set aside 1 hour and watch now!

Whether you updated your business plan in the last 3 months or you’ve never really had a “plan” at all, this is for you–because you cannot improve what you do not measure. Let’s check in and regroup together.