Real Flower Business

Education and Business Training for Floral Designers.

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What’s Good In Your Business?

Hey, Floralpreneur,

What’s Good? I mean what is really good in your business right now?

Are you crushing it in your design work this year?

Are clients over-the-moon happy with your professionalism and attention to detail?

What are people thanking you for lately?

Acknowledge the things that are going well in your business; congratulate your employees if they’ve helped you get here!

What’s happening in your business that you’re especially proud of?

What progress have you made over the last year…or two…or ten?

floral industry, floral training, business courses, floralpreneur

Now, what’s next?….

Every year I set a new goal. I identify an area with “room for improvement” and I get to work on that.

One year it may be a website upgrade (i.e. an investment in my business);

another year, I may focus more on the numbers (how much profit as a % am I making on each event, what’s the average sale, what’s the total sales projection for the year?);

it may even be as simple as reorganizing my workbench. (It doesn’t have to be “major” to be a significant change. Simply streamlining the physical work space counts toward this “room for improvement” goal.)

Momentum builds…

A few years ago I made a decision to spend more time on boutonnieres and corsages. It’s an area I’d often leave until last and then rush through a bit as I just wanted to “get it done”. Once I made a serious effort to dedicate more care and patience into my bouts and corsage work, I was happier with the end product!…and now it’s just “the way I do it”.

Each year’s resolution for improvement builds upon the last until the brand is stronger and stronger through practice and dedication to excellence in as many areas as humanly possible.

The moral of the story…

As small business owners we cannot be perfect in all ways at all times, but we must continually set new goals and raise the bar for ourselves if we’re doing the work of a good brand.

floral jewelry, floral bracelet, real flower business, Alison Ellis

Here’s a floral bracelet I made late on a Friday night for a wedding on Saturday.

Even though I’d had a long day, I kept my commitment to quality….because I’m the one who sets the standards.

Hey, have you unlocked The Vault yet? Get it for only $13 here.

Read more on setting standards for your work here!

Find out about more Alison here.

 

 

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Contracts For Florists

I’ve been asked about florist contracts and my usual response has been, “I am not a lawyer. I don’t give advice on contracts.”

I’ve received quite a few questions on contracts over the past few months, which indicates that this is something floralpreneurs really need, so I decided to open up my wedding contract to you, and added some important notes, plus 10 additional clauses you might want to consider for your own contract….then, I threw in a bonus e-mail template, “How to tell someone you cannot modify your contract.”

Voila! Contracts For Florists is available NOW. And it’s On Sale for $79 ’til 11pm Monday, 7/17.

real flower business, florist contract, contracts for florists

Here’s what’s included:

Contracts For Florists includes 14 Terms & Conditions of my contract,

10 Additional clauses or phrases you may consider adding,

1 parting thought, “Not everyone can be your customer!”,

Plus a Bonus E-mail Template: Can You Modify Your Contract?

Here are 10 Points Not To Miss:

  1. Acceptance clause. (Section 3 of my contract! This one is essential.)
  2. Things I won’t agree to. (Can I get an A-mend?)
  3. Minimums and reduction clauses. (What’s the bottom line?)
  4. Exclusivity clause. (Only You.)
  5. Disputes. (Who’ll litigate, mediate or arbitrate?)
  6. Rights to use images & Make substitutions!
  7. Force majeur. (‘cause every contract’s gotta have one.)
  8. Rentals. (Security deposits and billing for damaged goods.)
  9. Additional work. (May be billed.)
  10. Payments & Termination. (Who can cancel?)

LEGAL DISCLAIMER: I AM NOT A LAWYER. I’M A FLORIST! (BUT YOU KNOW THAT!) The information in this course is for general informational purposes only and is not legal advice. The author is not liable for any losses or damages related to actions of failure to act related to the content in this course. If you need specific legal advice, consult with an attorney.

THIS COURSE INCLUDES THE EXACT LANGUAGE OF MY WEDDINGS/EVENTS CONTRACT, AS WELL ADDITIONAL SUGGESTIONS FOR TERMS & CONDITIONS YOU MAY WANT TO CONSIDER ADDING, HOWEVER, YOU SHOULD CONSULT AN ATTORNEY WHEN DRAFTING A CONTRACT.

Click HERE to buy Contracts For Florists. Retail Price $99. On Sale Now for just $79 (1-day-only-price!)

Click here to watch my video “If you’re eager to book weddings….First, consider this…”

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Other People’s Proposals. You down with O.P.P?

real flower business, how to write proposals that sell, online courses for florists, business courses for florists

A floralpreneur posed this question recently:

“Just wondering the group consensus on FLORISTS (not brides) who are asking brides to show them another florist’s quotes. I guess in order to come in lower to get the booking?”

The consensus from the group was clear; it’s unprofessional to ask to see another florist’s proposal.

(That is to say, we are not down with other people’s proposals!)

There are several reasons why it’s unimaginable to me, starting with this: How does one go about asking this question in the first place? Really. How do you ask a potential client to share a competitor’s proposal without sounding nosy, desperate or cutthroat?…or even worse, all three!

If there’s any gray area around this, let me state it plainly: Do not ask to see other florists’ proposals. It’s simply “not done”.

Not only is it “uncool” to try to undermine other people’s proposals, but you’re also putting a potential client in a really awkward position. The proposal was intended for them and shared with them by another professional who they’ve considered hiring. What if they feel sharing this information with you is unethical? What does it say about you? What if they tell other vendors (aka your peers!) what you asked of them?….and how uncomfortable it made them feel?

An integrity brand does not undermine competitors. Period. Share on X

It happened to me.

A few years ago a lovely couple accepted my proposal, signed a contract, sent a deposit and THEN…a few days later….they received a lower quote from another florist. The bride wrote to ask me why the other quote was so much lower than mine and I replied honestly, “I have no idea.”

Maybe their arrangements will be smaller? Maybe they will use different flowers than I plan to use? Maybe I’m more experienced? The bottom line is this: I don’t know why or how the other florist came in “so much cheaper”, but the clients chose me anyway….even after I offered to void the contract and rip up the check (I hadn’t been to the bank yet) so she could accept the lower quote if she’d like.

When I gave her the answer, “I have no idea”, the client immediately replied that she did not want to accept the lower quote, that I was her florist, and even said, “Your reply was perfect.”

I know I’m not the cheapest florist. (I don’t compete on price.)

Liene Stevens of Think Splendid wrote a blog post in March titled, Why Are You So Much More Expensive?

In it she says:

“When a potential client asks why you are priced so much higher (or so much lower) than a competitor, the initial impulse is to compare everything you offer to everything the competition offers.

While this may sometimes work, it is often a fool’s errand, as it immediately commoditizes the services you provide.

The simple fact is that you most likely don’t know why your competitors are priced the way they are.”

Liene goes onto drive it home with this final thought:

“If you know the ‘why’ behind your pricing, you can stand behind it.”

Read the full post on Liene’s blog here.

If you really want to look behind the curtain on pricing & proposals…

I bring you behind the scenes of my business in my courses, Flower Math and How To Write Proposals That Sell!

Both courses bring you behind the scenes to show you how to price for profit (Flower Math) as well as a behind the scenes look at my proposal and more importantly how I streamline my process to write proposals more quickly!…but that’s completely different from asking to view another florist’s proposal. Completely different. And much more informative.

In these courses I give you a step by step look my process. Florists are not being “sneaky” by checking out my proposal (or my pricing!).

Get my downloadable pdf How To Write Proposals That Sell here.

Find details on Flower Math, The Florist’s Guide To Pricing And Profitability here!

Not sure if one of my courses is right for you? Shoot me an e-mail any time floralartvt@gmail.com

I proudly stand behind every course I create. (And I created them just for floralpreneurs, like you!)

Thanks so much for stopping by my blog!

You can find a list of FREE courses as well as a full list of course offerings right here.

xo. -A

Save $175 Off a 5-Course-Bundle HERE.

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Is floristry an art or a commodity?

Can you be a floral artist and also run a profitable floral business?

Of course you can!...but there’s a balance between art and commodity that florists must achieve to remain profitable.

real flower business, floristry courses, floral design, floral industry, online business courses for florists

 

Customers experience flowers in their lives in distinctive ways.

A talented florist I know said once, “We need to stop treating flowers like they’re a commodity.”

A commodity. Yes, she’s right!

My work is not a commodity. It’s art!  (Right?)

I think the answer is definitely Yes!…and also, a little bit No? The truth lies somewhere in the middle.

Yes, floral designers transform flowers into artistic designs, however, unlike other artists, florists don’t just set any price we’d like.

What does an artist charge?

A painter may buy a canvas, paints and brushes, an easel, a painter’s palette and use their unique skills to transform a blank canvas into a masterpiece.

As such, it’s a one-of-a-kind piece of art and theoretically they can set a price based on “what the market will bear”.

If an artist says their painting is worth $2,000, who am I to argue?

If they say it’s $2 million, same thing.

I don’t value the painting based on how many paints or brushes were used.

The value is based on how I feel about the work.

I’ve never seen anything like this before. How much do I want it? (And can I afford it?)

Floristry is a bit different.

Floristry is a balance of art and commodity with a dash of outstanding customer service to really round out the experience.

A high quality, more refined designer/brand can command a higher price tag than a grocery story bouquet, because they’ve added value beyond the mere commodity (i.e. the stem count).

But the price isn’t set a price based on what the market with bear. The price is still based around real numbers. (Flower Math, as I call it.)

Your clients should experience value from your brand; both in service & design. Share on X

The general public already has an understanding (or preconceived notion) of the value of floral designs.

Some customers will spend a lot…and happily. They experience the value.

Others feel flowers “just die” and they assign little value to our profession.

Pro tip: We want the former; clients who value flowers and are willing to pay for quality work.

While a florist may create pieces that are one-of-a-kind, we reside in an industry that has pricing standards and formulas to help set our rate.

Even the most artistic florist cannot command $2,000 for a single floral masterpiece…unless it’s the size of a flower wall!

A florist cannot set the price of a dozen roses at $2,000 “just because they’re an artist”….the market will not bear it and clients will shop elsewhere.

Your value is not directly related to your stem count, however, there’s a perceived value associated with every florist and every design.

Watch my video: Stem counts vs. floral recipes: What’s the difference?

How do you price your work?

If you’re not clear on the exact formulas for pricing your design work, there’s no need to re-invent the wheel.

I give you the answers to all of your pricing questions in Flower Math, The Florist’s Guide To Pricing & Profitability.

Flower Math is an online course with step-by-step instructions on how I price my work simply by following the easy, industry standard formulas (ie. the formulas I learned in every flower shop I’ve ever work for!), as well as a full behind the scenes look at how I create recipes and wholesale orders that are “tight and right” to help you eliminate the trap of “overbuying” so that you can keep more of the money you’re already making.

Click here to get all the details on what you get in Flower Math.

Floralpreneurs can feel confident about the value they provide to their clients (and stop over-filling orders!).

If you’re a little lost, I’ll show you the way to profitability in my course…Step by step.

{and it’s on sale now! SAVE $100 OFF.}

definition of commodity

  1. an economic good: such as a:  a product of agriculture or mining. b:  an article of commerce especially when delivered for shipment, c:  a mass-produced unspecialized product.
  2. a good or service whose wide availability typically leads to smaller profit margins and diminishes the importance of factors (such as brand name) other than price.

(via Merriam-Webster)

Do florists treat flowers like a commodity?

Consider whether you yourself view flowers as a commodity vs. art.

When peonies are $39.95 for 10 stems wholesale, do you view them as art? Or are you grumbling about the price per stem?

They’re gorgeous! They’re local! They’re at the perfect stage of openness!

But they’re expensive. Are they worth it? That’s up to you.

Value is always in the eye of the beholder.

Florists should be committed to providing value to clients while at the same time also valuing your time, skill and expertise. 

We’re fortunate to work in an industry with standard pricing formulas that allows us to do all of the above.

Remember: In the end, it doesn’t matter what you charge if you overbuy.

And if you’re not sure if my course is right for you, shoot me an e-mail floralartvt@gmail.com anytime. I’m happy to answer your questions before, during or after a course.

Try a FREE Course HERE!

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If you want clients to value your work, you must do this first

As a floral designer, you want people to value what you do; your time, your art, your expertise, and your unique, quality blooms!….all these elements come together to create your own unique brand, and that’s what brings value to your clients.

If you want clients to value your work, you do have to provide a quality product, however, there’s a bit more to it in my opinion.

If you want others to value your time and your work, you must in turn value the work of OTHER creatives, including their time, art and expertise.

It’s much easier to “increase your value” in a genuine way if you walk the walk in your own life as well.

If you’re someone who feels like everyone else is “too expensive” or “not worth THAT MUCH”, then it can be a challenge to demand that clients value what YOU do.

Finding value in others should come with ease if you aim to be the owner of a brand with integrity.

 

What are you willing to pay more for?

What feels “worth it” to you?

What are you willing to invest in? For business? For pleasure?

What artisan/creative/specialty product are you eager to pay for?

Who do you tip more than 20%?

Who (or what brand) sets a price that you do not question?

Your ideal clients feel the exact same way about you/your business as you feel about the products & services you value and are willing to pay for.

Real Flower Business

Clients must experience value from your brand.

And a good brand recognizes the value in others’ work as well.

Whether that’s the photographer, the caterer, the venue, the invitations…

It’s just good for business to acknowledge the importance of other businesses.

Value your work AND the work of others. Share on X

 

Here are some of the things I value (and will often pay more for):

Quality shoes

A “good” gin

Locally grown veggies and fruits

Eggs from my neighbor’s chickens

Fairtrade coffee

Freshly baked pies from the woman up the road

Gerard’s bread!

A great hair stylist

Education or workshops that help better my business!

 

When you “spend easily”, you’re an ideal client for the business you’re buying from!

What can you do to make your clients feel your value and, as a result, “spend easily” with you?

 

Find a full list of course offerings HERE. (including: 10 E-Mail Templates for Florists. Save $10 Off an Template Bundle HERE.)

Here’s the e-mail lineup:

  1. How to tell someone you can no longer “hold their date”.
  2. How to present a proposal that’s over budget.
  3. How to ask someone why they did NOT book with you.
  4. How to tell someone you’re not a good fit for their event.
  5. How to reply to a complaint.
  6. How to bill for damaged or missing rental items after an event.
  7. How to explain you won’t order flowers until full payment is received.
  8. How to tell someone that their most recent changes/additions will result in a price increase.
  9. How to tell someone you will not update their proposal (again) or meet (again) without a deposit.
  10. How to respond when a wedding is cancelled.

Plus a free bonus: How to Ask For A Testimonial.

Learn more about my templates HERE!

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