Every year in business is a learning year.
As the winds are often changing in terms of marketing, client buying styles and design trends, it’s an important part of your job to keep up and keep moving onto the next right step to reach your goals!
Unfortunately, there’s no guarantee that one good year will lead to continued success.
Which is why you need to stay engaged and focus on the next right steps in your floral business!
After 24 seasons as a wedding florist, I’ve had ups and downs in my business, but there’s no denying that things have been feeling a bit more down than many of us have experienced before.
Instead of pacing the floor or letting the sudden influx of price conscious clients get me down, I’ve learned through many years of practice that I can actually DO something to change the current trajectory of my business.
It takes some personal reflection, accountability and determination, but it’s worth the effort to find direction and feel confident in your actions!
As the year rapidly comes to a close, here’s what I’m doing in my own small business:
#1. Running the numbers.
I’m looking at all of my expenses to decide where I need to cut back and how much more I want to spend before the end of the tax year.
Sometimes, spending money in your business is a good thing after all–for tax purposes, for educational purposes, etc.
I’m also looking ahead and future-casting my cash flow based on 2026 bookings so far.
It can be as simple as asking:
- Are you able to pay your expenses for the next 6-12 months with your current savings?
- What’s the estimated profit margin on the sales you already have booked?
- What will it take to to fill the gap between where you are and where you want to be?
#2. Putting my best foot forward.
When I get an inquiry from a wedding planner or a new client, I’m focusing on what will serve them best and adapting my service to accommodate their requests wherever possible.
This might mean writing a quote without gatekeeping (for example, not setting a firm minimum before a consultation) to help customers experience the value I provide before deciding if we’re a good match.
If budget is the #1 deciding factor, so be it–perhaps we are not a good match.
But if clients need a little more time and attention to help get to a “yes”, the least we can do is find a way to meet them part-way where possible!
#3. Marketing with a strategy.
This is a perpetual part of my process, but I’m re-examining all of the branding and marketing efforts in my businesses.
From how much money I’m spending on advertising, to the areas where I’ve slacked and fallen short, it’s the perfect time to improve my marketing strategy because they are always a work in progress.
It’s easy to get lost in a sea of social media “content”, but I don’t create content.
I provide a more valuable service and it’s my job to make sure customers know I’m the best choice for them!
FYI I’ll be walking through exactly how I work on improving my marketing and branding strategies in January in my 4-week program, The Art of Good Business.
You can learn all about it here if you have any interest in joining me! It’s a great program and we do some good work together to kick off the new year!
#4. Planning ahead.
What do I need to do next to reach my business and life goals?
What skills do I need to sharpen?
How can I best be of service in a way that thrills and delights my customers?
What does it really look like to reach the “next level” in my business?
#5. Giving 20% Off Courses & Coaching.
To close out the year, I’m giving floral designers 20% off my courses and coaching until Dec. 31 at 11:59pm EST! Use Code: GIVE20 to SAVE!
In a year that’s been down for so many, it feels like the right thing to do the close the year with 20% off courses over $50 to provide an opportunity to invest in your business, learn something new, and get it before the tax year ends! (Educational Courses are a business expense after all.)
And if you’re interested in booking a Coaching Call, please note the 20% Offer is limited to 10 due to capacity limits.
Click Here to schedule a call!
I’m here to provide support if you need it, so if you’re growing your floral business or struggling to figure out your next steps, reach out to get in touch!
xo. -Alison Ellis