Real Flower Business

Education and Business Training for Floral Designers.

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Why Florists Cannot Compete On Price

realflowerbusiness.com, floral design, floristry, business of flowers

Have you ever been pressured to lower your prices in order to book a job?

Today, a floralpreneur® in my Facebook group shared that a client slashed her prices in half and re-sent the new pricing back to the florist!…..needless to say, the comments on that one made for some good reading!

As a business owner and floral artist, it’s important to recognize that you don’t want every customer. You want the customers that want YOU…and are willing to pay your for your work!

Business guru and genius marketer, Seth Godin, talks about Competing On Price as a “race to the bottom”. As Mr. Godin puts it, what do you do when you win?…ie. when you’ve succeeded and you’re “at the bottom”!

The idea of “winning” based on undercutting, is a misconception. You cannot “win” if the only reason someone picked you is because you’re cheap-er.

The real reason you don’t want to compete on price….

A florist cannot lower prices and exceed expectations at the same time!….not unless you’re giving up your profit margin.

And if you’re going to sustain your business, you must respect your profit margin.

I don’t want to win at the game of “cheapness”.

I want to win at the game of quality work and amazing customer service.

Click to watch this quick video, “Why you cannot compete on price”:

 

 

What is your goal?…

Do you want to be the cheapest?

Or do you want to be better than the cheapest?

I hope you’ll choose option #2 above!

Don’t compete on price!…so you can keep doing beautiful work!

With love from me to you,

Alison

P.S. In today’s video I mention my Flower Math course, which is designed to help florists price with confidence and maximize profit margins! (click here for details on the course!)

More FREE Tips from the Blog:

You down with O.P.P? (Other People’s Proposals) Click HERE to read.

How much should florists charge for rentals? Click HERE to read.

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What do florists charge for delivery?

real flower business, tips for floral designers, floral business, floral design school

What should florists charge for delivery & set-up?

On weddings and events you might call it “delivery” or “day of labor” or “set-up fee”…..

I call it the :Delivery & Set-up fee” and it includes my time from the minute I start to load my van to the minute I’m done unloading it after an event.

Your time is valuable and you should be paid for delivery and set-up.

A delivery fee can be:

  • related to the radius from your flower shop, like a straight up delivery fee for any arrangement that leaves your door…
  • a percentage of the total order…
  • a starting rate of X with a mileage fee on top…

Delivery is more of a choose your own adventure aspect of pricing in your business.

For example:

  • Delivery starts at $150,
  • We don’t leave the door for less than $500 on a Saturday,
  • We charge 15% of the total order,
  • How much does it cost per van, per employee, per hour?
  • Add a PITA charge=pain in the (you know what!) for holidays, inconvenient locations and overall hassle-factors.

People expect to pay for delivery & installation (or set-up).

A delivery fee is different from a design fee.

The design fee is what you charge per design….it pays for your time and expertise in floristry.

Delivery fee pays for your vehicles, labor, time spent waiting….

I used to be really nervous to increase my delivery fee. It took me years to realize what I needed to take into account to make it worth my while to deliver.

Click below to watch: Price Talk Live! A replay from my Facebook group On Delivery & Set-up Fees!

In this video I’m fresh off the heels of a Chapel Designer Workshop where I taught at Hope Flower Farm in May. Going to live workshops is invigorating and can leave me vibing for weeks. Connecting with people who share our passion is an amazing gift.

I share a bit about who was at Hope and what we did there in this live chat, but you can skip ahead to the delivery & set-up tips if you fast forward to 4:25 minutes in!

I charge based on what it costs to “do this job”….

I calculate this on a per hour basis and also consider the mileage, number of helpers, number of vehicles, whether I have to climb a ladder and whether I have to come back or stay on call to move things between the ceremony & reception.

My delivery fee isn’t related to how much my client spends, it’s based on how much I need to make that entire day work seamlessly so that I meet their expectations and also cover the time I invest.

The bigger the event, the bigger the delivery and set up fee.

 

Consider the following when determining your delivery rate:

  • Some florists charge 10-20% of the total order,
  • Breakdown is additional (if it’s another trip, that’s separate!),
  • Administration fees (to coordinate delivery with other vendors, etc.),
  • Conceptualization fees (it takes time to make a set-up plan sometimes),
  • Give-up-my-Saturday fee,
  • Per van cost,
  • Per employee/hour,
  • What’s your “replace me fee” (if you’re sick or unable to go to the wedding, what will that cost you?)

Delivery may sound simple, but theres a level of care, expertise and professionalism that comes with the job.

Making money in your business should not be a mystery. Florists must have clarity on pricing.

Move forward pricing well, making a profit, and give yourself a pay increase with a small bump in your delivery fee.

Keep doing beautiful work, floralpreneur®!

And, by the way, as I mention in the video above, there’s a monthly payment plan on Flower Math for $49 per month for 1 year (click here).

You get the entire course right away and you can take 1-year to pay. If you need Flower Math, I’m happy to extend this payment plan option to make it more accessible.

Don’t hesitate to be in touch with any question for me.

With love from me to you,

Alison

Click here to join me in my Facebook group for future livestreams!

Click here to watch: 3 Numbers Florist Need To Know!

Video notes:

You can read an article I wrote for Florists’ Review Magazine about the Floral & Fauna Fashion Show and flowers with purpose, click here: floristsreview.com/flora-fauna-fashion-show

The teacher lineup at Hope included: Holly Chapple, Gregor Lersch, Hitomi Gilliam, Francoise Weeks, Passionflower Sue (Susan McLeary), and I was invited to speak about business (specifically pricing & website stuff!).

It was a honor to be on the roster with these legends and incredible floral pros.

Questions for me? Feel free to be in touch @ floralartvt@gmail.com

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Should you book more luxury weddings?

realflowerbusiness.com, real flower business courses, florist training, floral design

If you want to have a successful floral design business do you have to focus on luxury weddings?

I’ve seen ads that claim to teach florists how to “book more luxury events” and “make a six-figure income”, but the truth is that most florists don’t service luxury events (or pay themselves a 6-figure salary!).

In fact, many florists aren’t fully equipped to do luxury events (staffing, space constraints, rental inventory on deck, etc.) so if you don’t do “luxury weddings”, you’re actually totally normal!

As I learned in my youth, “Mo money, mo problems”; that can certainly apply to luxury floral gigs, too.

Luxury events of the scale and scope that generate “a six figure income” require a few things:

  • High-end clientele that trusts you…
  • Unbelievable customer service…
  • Organizational systems…
  • A Team of pros (your floral army)…
  • Room to spread out and do your work…
  • Ladders…
  • Extra vehicles…
  • Multiple meetings…
  • The entire weekend thru Sunday afternoon….
  • Nerves of steel!

The sheer quantity of work involved in creating lush centerpieces for 200+ guests and hanging installations and an elaborate arbor or chuppah can be more than just a bit overwhelming for any floralpreneur®.

For example, if you don’t have a “go-to team” you can count on, then pulling off a large-scale event may be particularly difficult to execute.

You need a reliable team of professionals on deck who understand your expectations in order to flawlessly deliver a ton of details in a short amount of time. Without extra hands you can trust to help lift and schlep and climb ladders, “luxury weddings” can make you feel like you’re in over your head.

Pro Tip: Find your sweet spot!

To have a “successful business”, your work should not only make you money, but it should make you happy & fulfilled, too….in other words, you shouldn’t dwell in a constant state of overwhelm or aim for goals that aren’t truly in your heart.

Most of my weddings are in my “sweet spot” which is anywhere from $3,500-$6,500 range. They’re “big enough” to make it worth my while to block off my time and spend days designing for their event, yet I don’t need a floral army to meet my obligations and I can probably fit it all in my minivan for delivery without renting a larger vehicle.

I can appreciate the thrill and challenge of a larger event, but luxury weddings aren’t my bread and butter.

Once I involve multiple vehicles, multiple helpers, multiple hours of on-site installation over multiple days, the commitment from me goes up and the commitment from the client goes up as well (both financially and in regards to overall expectations).

If you’re intimidated by five-figure floral budgets and high-expectation clients or you’re simply not interested in providing extra time and attention and multiple on-site meetings to high-end clients, then “luxury” events may not be your dream gig. And that’s OK. Determine the price points that work best for your business goals so you’re working in your sweet spot.

 

Floral design is not a get-rich-quick scheme…

You won’t find a florist on this planet who’ll deny that what we do is hard work, so while turning a profit in your business is a necessity (and you should know your profit margin on every event!), your love of flowers and floral design is also an important ingredient for sustained success.

I’m not actually looking to grow a large scale floral design company. I like the work I do now.

I love floral design and specifically, I love my small, home-studio that focuses on wedding flowers. I consider myself a successful business owner; I’m happy with what I’ve built and continue to grow.

If you don’t LOVE floral design in your heart, you’re going to have a lot of very long days at work.

 

Flower Math, online pricing course for floral designers, florist pricing guide

Let’s talk profit margins in your flower biz.

As a solo-business owner, who only hires occasional freelancers and weekend delivery & set-up assistance, there are some limitations on the amount of work I can take (and that creates an income cap!). For example, I’ve done 4 weddings in a holiday weekend before….and it was hell…..so I learned to never do that again!

So with limited weekends for events, how do florists create a financially viable business?  Click here to check out some real floral industry stats and watch my live chat: How much does a florist make?…

The moral of the story is this:

You don’t have to book luxury weddings to be a successful floral designer.

Do what you love! Deliver what you promise. And keep doing beautiful work!

xo. -Alison

Additional resources:

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10 Things I Did To Grow My Floral Business

flower business, learn to be a florist, floral design, florist education, flower school

It’s a snowy January and I’ve officially booked up my calendar for my 2019 wedding season. It feels kinda rock ‘n roll to realize I’m entering my 18th season in business! I’ve worked really hard over the years to build up my floral design business and it’s all been completely worth it.

Part of why my hard work has paid off is due to the fact that I’ve been really focused on what I want from my business and how I want my business to fit into my life. (Having a successful business isn’t just about making money or “being busy”; it’s about creating happiness and fulfillment, too.)

I’ve done a lot of things to grow my business, but I thought it would be helpful to narrow down the top 10 things that had the biggest impact on my business success and my overall happiness factor, too. [Read more…]

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Live Training In January For Floralpreneurs

Is 2019 going to be your best year in business?

I’m sending out one last invitation before the end of the year to floralpreneurs to join me in my training, The Art of Good Business, before we start the next live session on Jan. 3rd….

If you’re a talented floral designer, but you also…

  • Write your own website copy & social media posts
  • Manage your marketing & branding strategy
  • Struggle with “selling yourself” sometimes
  • Still spend too much time with clients who aren’t a good fit
  • Wonder if you even have a brand yet…

Then this course is made for you!

You’ll learn how to focus your marketing efforts and take your website from beautiful to functional by honing the voice of your brand so that you can prequalify leads and attract more clients that love you. It’s easy to get started…

 CLICK HERE TO SIGN UP!

You can do this course work at your own pace, but I’ll be LIVE in our private Facebook group every Thursday in January to walk you through the course content and answer your questions in real time!

I want to see you succeed…and I know that every small step leads to the next…so I’m here to support you so that you get results. 

CLICK TO ENROLL BEFORE JAN. 2!

If you’re ready to get super focused on:

your business goals,

updating your branding and messaging,

and create a more engaging website (so it represents how awesome as you are and attracts more ideal clients!),

I’d be honored to have you on board!

(read on for details…)

The Art of Good Business includes:

  • 6 pdfs (over 125 pages of lessons + 8 pages of worksheets) that you can download right to your computer; you can even print out the entire course if you’d like.
  • Over 4 hours of videos to supplement the written content.
  • Plus monthly livestreams in our private Facebook group to help keep you motivated and moving through the course all year long! I want you to see results and make positive changes in your business! In our private group we can interact with one another and I can address your specific questions.
  • You can also e-mail me directly with any questions you hay have (before, during or after the course).
  • REMEMBER: I’ll be walking through the course with you LIVE every Thursday in January!

Plus You’ll Get The 5-Day Business Plan Bonus:

  • Day 1: Planning ahead: Set your future-thinking business goals
  • Day 2: SWOTs (Identify 1 opportunity that you can act on this week!)
  • Day 3: Improving Sales Copy With “Benefits & Results”
  • Day 4: Bare Bones Business Plan (You can have a current and future plan for your biz this week!)
  • Day 5: Updating and Implementing (Because action is essential!)*

NOTE: THIS IS IMPORTANT WORK TO DO IF YOU’VE NEVER WRITTEN A PLAN.

Click here to sign up.

Testimonial:

“I just booked my biggest gig yet, by $3k…

I just have to say this course, Alison’s content works!…my ideal client is more clearly defined, I’ve mostly reworked my web copy, have been better about blogging, and more intentional about how I talk to my followers on social media posts.” -Jessica Ormond

how to start a floral design business, how to become a florist, floristry

How do you transform your business into a brand?

  • Step 1. Uncover Your Unique Branding Strengths.

  • Step 2. Design A Website To Attract Customers That Love You.

  • Step 3. Become A Choreographer Of Customer Service.

  • Step 4. Eliminate The Competition; Be The Clear Choice.

  • Step 5. Implement Changes To Get Results.

CLICK HERE TO ENROLL!

The total investment in this training is $1,000 and I have a 1 year payment plan option available at no interest and when you sign up by Jan. 2nd, you’ll be able to tune into all 5 livestreams in Jan (and replays will be available if you can’t tune in live).

Click here to take advantage of the payment plan: https://courses.realflowerbusiness.com/product/12-month-plan/

I’ll teach you how to level-up with actionable steps & stellar tips so that you can perfect your brand’s messaging in The Art of Good Business!

If you have any questions or hesitations about signing up, feel free to shoot me a quick e-mail and get in touch! floralartvt@gmail.com

I hope your 2018 is wrapping up on a good note and I wish you tons of success in the upcoming year.
With love from me to you,
Alison