Real Flower Business

Education and Business Training for Floral Designers.

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Hello floralpreneurs! I’m just coming down from a super busy 2 weeks, but starting Sept. 5th I’m launching my LIVE course, The Art Of Good Business and that means I have lots of awesome free content lined up this month to get you geared up for the class, which begins Oct. 2nd.

Tuesday, Sept. 5th, I’m dedicating my livestream to answering a question I received last week….a vent/question I received last week….on undercutting.

It’s a good one so I hope you’ll join me live at 10am (EDT) on Tues. And if you can’t join me live, catch a replay any time.

All September long I’ll be talking about attracting awesome clients, building a better website to increase engagement (and repel clients you don’t want to work with), choreographing client management (so you’re clearly in the lead) and building a brand that eliminates the competition.

Sound good? If so, join me for free livestreams this month. Click here to join!

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If you like my free stuff, you’ll LOVE my courses and if you’re truly ready to dig deep and take a good look at where you are vs where you want to go….join me for The Art Of Good Business this October. (see the course schedule here!)

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What happens after you meet a bride?

A floralpreneur submitted this question in my Facebook group:

Q: What is your workflow after meeting a bride? Do you give them an estimate or a detailed proposal?

She went onto say: Right now after meeting with a bride we figure up what flowers we are using and recipes and build our proposals. I am always calling getting prices on flowers for whatever month it is unless it is something I already have an idea about. It is so time consuming! Are we going about this all wrong?

Well, if it’s taking more time than you’re willing to commit before booking then the answers is YES!

I designed a FREE e-mail course “How To Book More Weddings More Quickly” which you can get today to share some of my best booking tips.

As a floralpreneur it’s essential to streamline your workflow and create processes that are easy to follow, accommodating to potential clients and also allow you to take complete control over the booking process, planning process and beyond.

Over the past 15 years I’ve developed my proposal writing process so that I’m spending no more than 2 hours on the pre-qualification, consultation and proposal writing process.

I do not create recipes before booking an event. If I’ve “never made something like this before” I will create some recipes to determine a stem count and possibly bounce ideas off of another floral designer, but I don’t create a recipe for every single bouquet and centerpiece before I get a commitment from the client.

Here’s why….

I’ve set some minimums on each piece which I can use as a jumping off point when I create a quote.

A professional florist should be able to determine the baseline price for a bouquet based on an inspiration photo and their own pricing experience.

Do your centerpieces start at $75? $95? $125?….what is your starting point? What’s your “average”? What’s your “premium” price?

When you’re unsure about pricing, you must do the math! Will you use 12 roses, 6 callas and 5 dahlias? Can you make it with 9 roses, 5 callas and 3 dahlias? What’s the price difference in each of these designs? What price will you quote to THIS client for THEIR desired look? What does it cost to achieve their ideal outcome?

It’s so important to “think like a flower shop”, as I always say, and think of flowers in retail dollars. Yes, it may take time to learn the “average wholesale cost of snapdragons in August”, but it’s not hard to remember that snapdragons are usually $3 retail or $2.50 or $4….what do you SELL it for? That’s the number to focus on.

Moral of the story….

Your time is valuable and so are your design ideas, which is why you have to create processes that allow you to provide potential clients with enough information that they can easily choose you, but not so much information that feel like you’re giving away too many ideas to a client who’s “shopping around” and may decide to just take your ideas somewhere else. (Speaking of which, have you seen my post on O.P.P? check it out here.)

Grab my FREE e-mail course “How To Book More Weddings More Quickly” here!

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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. Click To Tweet

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. Click To Tweet

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. Click To Tweet

 

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!